Ford Stock (NYSE:F) Notches Up With Ford Digital Experience Change
Legacy automaker Ford (F) has been working with Alphabet's (GOOGL) Google arm for a few years now, and the result has been the Ford Digital Experience. In Lincoln models, however, it becomes the 'Lincoln Digital Experience' instead, but the basic concept remains the same. And reports suggest some changes are afoot. The changes were viewed with a hint of skepticism, and Ford investors budged shares up fractionally in Friday afternoon's trading.
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The Ford Digital Experience, Google noted, will be upgraded from the current Google Assistant to the new Gemini artificial intelligence. Details are a bit short on the ground right now, but Google will soon be using Gemini in everything from televisions to speakers. That includes, eventually the Ford and Lincoln Digital Experience.
Ford, for its part, played the news close to the vest, and would not comment on what kind of changes would come along with the pivot to Gemini. But this may be a more dangerous development than some expect; the Ford and Lincoln Digital Experience models have already won their share of accolades. MotorTrend recently gave the Lincoln Digital Experience its 2025 Best Tech Award for infotainment. Making a lot of changes may make a good situation much worse, therefore.
The Unexpected Hotel Connection
Meanwhile, Ford is proving to have a new and largely unexpected venture afoot: a hotel. The Dearborn Inn, particularly, which dates all the way back to Henry Ford himself. Ford, the company, originally had its own airport, the Ford Airport, which is currently not a thing. Not surprisingly, those who came to Detroit by way of the airport in turn needed a place to stay for the night. And Ford built the Dearborn Inn, one of the first 'airport hotels.'
And now, after two years of renovation, the Dearborn Inn is reopening. In fact, some reports suggest that this is part of a 'larger strategy' at Ford to draw business to the new Ford business campus, and by extension, Detroit as a whole. Ford has also been working to renovate large parts of Detroit, like the Michigan Central Station, so that it looks more presentable and amenable to business and tourism.
Is Ford Stock a Good Buy Right Now?
Turning to Wall Street, analysts have a Hold consensus rating on F stock based on four Buys, 10 Holds and two Sells assigned in the past three months, as indicated by the graphic below. After a 16.5% loss in its share price over the past year, the average F price target of $10.59 per share implies 5.43% upside potential.
See more F analyst ratings
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