DUNTON, England -- Ford's push to use reams of data generated by its vans and trucks - from engines to oil filters or brake pads - to attract more customers in the European and U.S. commercial vehicle market plays out on a 9-metre-long screen at its UK headquarters in Dunton east of London.
During a recent visit by Reuters, that screen showed real-time data from 114,000 vans in Britain so far covered by Ford's FORDLiive monthly subscription service.
Ford employees were focused on the 98.3 percent of the vans that were in service - and of those, roughly 8 percent in need of repairs fairly soon or urgently - but concentrated even more so on the 1.7 percent vehicles out of action.
The U.S. automaker tracks 4,000 data points via modems it has installed in all commercial vehicles since 2019 – and can warn paying customers of engine problems and basics such as brake pad wear, low oil or diesel additives that are cheap to maintain proactively but expensive to fix if not addressed.
The automaker has connected all of its UK dealers to its system, so it can arrange repairs and have parts ready for vans before they arrive at a dealership.
Ford, which leads the commercial vehicle market in both Europe and the U.S., launched the system in 2021.
Hans Schep, European head of Ford Pro, the company's commercial vehicle business, said it is already close to hitting long-term targets of increasing vehicle "up time" by up to 60 percent.
Ford estimates that downtime, when a van is out of action, costs an average of 600 pounds ($724) daily per van.
"This has already been a major game-changer," Schep said.
After a successful test run in Britain, Ford is also rolling out the FORDLiive service in mainland Europe and the U.S.
The automaker has focused more on its profitable Ford Pro business in Europe than lower-margin mass-market passenger cars.
Ford recently announced engineering job cuts in Europe, but is still hiring software experts for its data services.
Data is a huge battleground for commercial vehicle makers and competition will only intensify with electric models, which are essentially computers on wheels.
Using data to show where vans are, how they consume fuel, how drivers use or misuse them, whether they can skip an oil change, but above all avoiding downtime is becoming as important as the vehicles themselves.
There is also an ongoing fight pitting insurers, leasing companies and car repair shops against automakers in the European Union over access to connected car data and the vast potential revenue it could generate.
"We plan to grow our leadership position," said Ted Cannis, CEO of Ford Pro. "We are going to have many, many more markets that we were not even previously in."
