American legacy automaker Ford announced plans to launch subscription services across its next-gen electric vehicles, aligning with the world’s rapid transition to the digital and electric age.
The announcement came from Ford’s current technology leader Doug Field, a former Apple and Tesla employee. According to the tech industry veteran, the automaker’s digital shift is already in the works. He further disclosed that the company will employ the next phase of the strategy with the upcoming EV models.
Brief background on Doug Field’s career
Doug Field was initially a Ford development engineer from 1987 to 1993, enabling him to also enter major companies like Apple and Tesla.
After that, he became a Tesla employee for five years. He was the American EV giant’s Senior Vice President tasked to manage the now-famous Tesla Model 3‘s development.
Field continued his career with Apple as the VP of “special projects.” He oversaw the company’s special auto program and Mac hardware development.
Field returned to Ford in September 2021, securing the Chief Tech Officer position. He has been responsible for leading the “design and vehicle hardware engineering across the enterprise.” Apart from that, his role also includes managing the development of the brand’s EVs and digital systems.
Ford EVs to offer Apple-like subscription services
CTO Field announced the company’s plans to employ in-house software to consolidate most computing decisions into a centralized processor during the company’s latest shareholder event.
This approach can significantly advance Ford EVs to the level of Apple iPhone’s subscription services.
In retrospect, Field already announced the company’s target of offering cars where you “take the wheels off and you’d still have a compelling product” in 2022.
In a significant development, Field recently told the Associated Press that “the transition has happened where we designed the hardware and the software for the immediate user interface, the center screen.”
The company CTO further announced that they are already employing the development with the Ford F-150 Lightning, with plans to officially launch them in 2025.
“The next step is with our next generation of electric vehicles.
We’re expanding to control the overall vehicle and control over the autonomy system. There will be software in parts that comes from suppliers that is appropriate. The reason for that is to make it as fast as possible.”
Doug Field, Chief Technology Officer
He also explained that the software will require drivers to pay for more services like autonomous systems like center lane assist.
“There’s a camera. We can’t say to the customer that we’re going to give you a dash cam for free or for a subscription where it’s always running. And if we detect any kind of a bump or anything like that, you’ve got a 30-second recording. We will be able to do that. We talked a little bit about our ability to predict if the car is heading toward a failure or a wear-out situation. I want to count wiper strokes combined with how much water is coming down and where it’s being driven and how dirty it is. Maybe develop an algorithm that knows exactly when your wiper blades are wearing out.”
Doug Field, Chief Technology Officer
Excitingly, Field emphasized that the model has now started transitioning from just a car purchase to getting a free trial.
“We are going to build a whole set of services around this. The car is the most sophisticated sensor that you have in your life, and the number of accelerometers and microphones and cameras and things on it will allow it to be not only something that protects you when you’re in the car, but it’ll actually be useful when you’re not there. Even acting as a remote sentry if there’s stuff going on outside the house.”
Doug Field, Chief Technology Officer
However, it must be noted that the affordability of the overall vehicle is crucial for the company to succeed in a major shift.
“The way the business model is changing is going to require it.”
Doug Field, Chief Technology Officer
In addition, Ford CEO Jim Farley also noted that a software-based business model is significant to boost company revenue. He even referred to his recent China trip as a “real epiphany.”
“It’s interesting to see how customers are no longer just attracted to traditional luxury brands with EVs or even hardware design anymore… The best new brands are offering integrated digital, retail, lifestyle, and experience that are software-defined.”
Doug Field, Chief Technology Officer
That said, Ford now intends to get inspiration from the Chinese market on the largest EV battery tech.
It must also be noted that other major automakers like Hyundai/Kia, General Motors, BMW, and Mercedes-Benz are also looking to launch subscription services.
See Also:
- Ford halts iconic Fiesta model production to pave the way for the upcoming electric Explorer SUV
- Ford plans layoffs as electric vehicle transition pressures mount
- Ford, GM, and Stellantis to gain the most EV market share in the US, a report says
- Citroen plans to launch the e-C3, first affordable European-built EV
- Ford reopens its Cologne EV center in Germany
CTO Field’s expertise in technology and automotive will surely support Ford in achieving further technological advancements.
Additionally, this significant business model shift will undoubtedly aid Ford in adapting to the rapidly evolving electric vehicle industry. Introducing subscription services to its next-gen EVs will also boost the brand’s sales and delivery performance in the future.
