Ford has hired Peter Stern, a former executive at Apple, to lead its newly formed Ford Integrated Services unit. The unit will develop software-enabled customer experiences across Ford's three business units: Ford Blue, Model e, and Ford Pro. Ford aims to personalize the driver experience, connect hardware and software, and generate new revenue streams through software services. The automaker expects its EV business to lose $4.5 billion in 2023 but hopes software will help close the gap. Ford Integrated Services will focus on developing technology like the BlueCruise 'hands-free' highway driver assistance system and commercial solutions for fleet management, telematics, and EV charging.
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