What’s New
Ford Pro ranked No. 1 in franchise value, field sales, parts and service support, and the overall ATD Attitude Index in the latest American Truck Dealers (ATD) survey.
Why It Matters
The results reflect dealers’ confidence in Ford Pro’s support and business value — factors that help commercial customers keep vehicles on the road and their businesses running.
“Our commercial dealers are on the front lines every day, supporting the trades and businesses that drive the essential economy,” said Matt Atkenson, Ford Pro executive director of sales and operations. “Earning their trust and ranking No. 1 in franchise value is tremendous validation of our strategy. Our Ford Pro employees deserve credit, too. Their hard work and discipline across vehicle operations, parts, sales, service, and digital solutions make a difference. They show up for our dealers with a single, unified focus: keeping our customers on the road and running profitably.”
This sentiment is echoed by dealer partners as well.
"Ford Pro’s outstanding survey results are a reflection of the trust and confidence they have earned from their dealers,” said Scott Pharr, president of Piedmont Truck Center. “Under the leadership of Alicia Boler Davis and Matt Atkenson, Ford Pro has built an exceptional team that understands the value of a strong dealer network. More importantly, they have fostered a culture of genuine partnership, where Ford Pro and its dealers work collaboratively, listen to one another, and remain focused on a common goal — doing what is right for the customer.”
The Big Picture
Ford was the only commercial vehicle manufacturer to improve year over year in every survey category, signaling broad, growing confidence in its dealer relationships and support.
By the Numbers
- No. 1 in commercial franchise value
- No. 1 in overall field sales, parts, and service support personnel
- No. 1 in the overall ATD Attitude Index
- Only OEM with positive year-over-year gains in every category measured
How It Works
Ford Pro’s integrated commercial offering connects work-ready vehicles with digital fleet solutions, commercial financing, and service and maintenance solutions.
The goal: help businesses maximize uptime and productivity while supporting recurring business for dealerships, including Ford Pro Commercial Vehicle Centers and Elite Service Centers designed specifically to service commercial vehicles.