How Ford's Super Duty has its way to keep demand strong

DETROIT Reuters -- Ford Motor Co on Tuesday took the wraps off the latest version of its Super Duty pickup, giving a look at how the U.S. automaker will manage one of the biggest challenges facing Detroit.

Why is it necessary to modernize the biggest combustion pickups to keep demand strong and profits flowing without over-investing at a time when automakers need to spend on developing electric vehicles and battery factories.

Many of the newest things about the new Super Duty relate to connectivity and business productivity software that Ford hopes will generate revenue over the life of the vehicle. Ford Chief Executive Jim Farley has stressed the importance of software-driven features and is hiring more executives with digital commerce experience.

Ford will install 5 G modems in the 2023 model Super Duty trucks to enable services such as driver behavior monitoring and digital paperwork systems for fleet operators. Dashboards have been reprogrammed to make it easier for companies that install specialized equipment such as hoisting arms to connect controls for their gear into the truck's displays. More power plugs will be added to the onboard scales that measure payloads and the new Super Duties will have more power plugs.

The Super Duty, General Motors Co's rival Chevrolet Silverado HD and GMC Sierra HD heavy duty pickups and heavy duty versions of Stellantis NV's Ram pickup are some of the most profitable vehicles sold today by the Detroit Three automakers or any rivals.

Ford said that the Super Duty franchise generates more revenue than many Fortune 500 companies, including Southwest Airlines, Marriott International or Nordstrom. Southwest reported $15.8 billion in revenue for 2021.

Super Duty prices start at $41,240, but can range from $60,000 to more than $100,000 for a fully loaded model.

Heavy-duty pickups such as the Super Duty and Silverado HD do dirty work on oil fields and construction sites. But many are sold to individuals who use them to haul large trailers and want the same connectivity and comfort features as they would expect in a luxury SUV.

For now, battery electric powertrains can't provide the same towing capability and driving range for heavy-duty pickups as combustion powerplants. Ford and GM are upgrading existing engines and transmissions, but they don't invest what it would take to develop new powertrains from scratch.

Ford unveiled the latest generation of Super Duty at Churchill Downs Racetrack in Louisville, Kentucky, not far from the factory where most Super Duty trucks are built.

Ford said Tuesday it will spend $700 million modernizing the Kentucky Truck plant and expects to hire another 500 workers at the plant to support Super Duty production.

Chevrolet unveiled a list of improvements to its Silverado HD heavy pickup line, which is behind Super Duty in sales.

Chevrolet will now only offer a 10 speed Allison transmission on its heavy duty Silverado trucks. The 6.6 liter diesel engine's horsepower and torque get a boost, and certain models get upgraded interiors with larger display screens.