The particular juicy nugget in the announcements was a comparison with Apple. Ford wants to do to the car industry what Apple did to music with iTunes.
Ford pointed out that Apple was on its knees in 2000-2001, before rebranding itself and focusing on customer experience and innovation.
Ford hopes its own Apple and iTunes will come from its new Ford Pass platform. Fields said Ford Pass would ensure that Ford's relationships with its customers would be as strong as its products. "At the moment, we don't pay enough to our customers after the purchase," he added. "Great companies have better relationships with their customers and also better revenues and stock prices... We want to revolutionise the customer experience in the automotive industry."
The key part of the Ford Pass system, which will be free to use and is not just for Ford customers, are the Ford Guides, who you'll call up to find out how to share or borrow a car, pre-book and pay for parking, or help you navigate a congested route.
There's a touch of gimmickry in there, but it's perhaps just the tip of the iceberg in terms of the opportunity Ford has sniffed. According to Ford, global car sales are worth around $2.3 trillion a year. Transportation services, including everything from public transport to taxis and apps, are worth more than double that at $5.4 trillion.
Ford wants to be competing for those transportation services. Maybe Ford Pass isn't the next Uber, maybe it is, but Ford will continue to try to come up with the next big thing in the automotive world - away from any oily bits - before someone else does. "We have to do it or someone will do it for us," said Fields, who confirmed that the company had hired a lot of people in recent months "to help us become a leader in smart mobility".
All this does raise an obvious question: is Ford in danger of taking its eye off the ball of its core business? "It's a great challenge," said Fields. "It's a challenge how to communicate how we're not going from being an old company to a new one, but how we're going to be a bigger one.
"No one will be marginalised. Sometimes we've gone off on tangents in the past and away from our core, but if you're an engine software specialist or suspension calibration engineer we'll still love and develop you all the same."