At an event in Sonoma, California, this week, Farley and other Ford executives are rolling out more details of their Ford Pro commercial vehicle strategy – and setting ambitious goals.

“This is a first move by Ford to really start to scale and commit serious resources to digital software and services-based revenue,” Farley told Reuters.

Ford Pro is a standalone unit created last May to focus exclusively on commercial and government customers.

Ford has set a goal to increase Ford Pro’s annual revenue to $45 billion by 2025, up 67% from 2019. Farley said Ford Pro is paving the way for Ford to expand digital service offerings to retail customers.

The U.S. and European commercial vehicle markets are fragmented, Farley said. Ford can use its position as the leading commercial vehicle brand in the United States and Europe to be a leader in pulling the pieces together as commercial fleets go electric.