Ford will spend up to $50m to upgrade its Fit, the company’s latest app, according to a report in The Wall Street Journal.
The move is aimed at making Fit more appealing to younger users and the company will focus on expanding its user base with more fitness activities and more features.
Fitbit has been a success for Ford, and the investment is another sign that the carmaker is getting into the fitness game.
The company previously announced plans to invest $1 billion in Fitbit.
Fit’s app has been downloaded more than 150 million times, and users of the company app are now more than 90 percent female.
“We want to expand our audience beyond our existing consumers,” said Ford’s head of business development, Peter Jorgensen.
The Fit update will allow the company to make Fitbit more accessible to women by adding “more activity types,” including treadmill-type workouts, biking and yoga.
The update will also include more features that will make Fit easier for consumers to use, such as “better calorie counting,” according to the report.
Ford will invest $4.4 billion to build a fitness and nutrition center in the United States, and Ford plans to expand the center into Canada and Mexico by the end of the year, according the report, which cites people familiar with the plan.
The news comes just weeks after Ford announced a $3 billion plan to invest in Fit, and after Ford was accused of having a $100 million-plus sex-toy-making scheme at the automaker’s assembly plant.
Fit is Ford’s latest attempt to compete with other carmakers, which have been focusing more on their fitness apps.
The iPhone maker recently released its first smartwatch, and Apple is also working on an electric car.