What’s Happening
Ford unveiled a revolutionary vision that aims to streamline the customer journey for its electric vehicle (EV) buyers, primarily in Europe. Collaborating with its retail partners across the region, Ford is overhauling its EV ownership experience, enabling online access and touchpoints at every stage.
Why It Matters
In an era where online shopping experiences shape consumer expectations, Ford’s initiative stands to redefine the automotive buying journey. The company is introducing online showrooms, virtual test drives, transparent pricing, and digital scheduling for services such as vehicle handover, charging, pick-up, and delivery. The strategy, revealed at the ‘Bring On Tomorrow Live’ event in Copenhagen, Denmark, showcases how the company is adapting to the changing landscape of car buying and the increasing demand for EVs.
Key Points
As part of this strategy, Ford plans to deliver ten new electric models in Europe by 2024, including the new E-Tourneo Courier 1 multi-activity vehicle. Martin Sander, general manager, Ford Model e, Europe, explained that Ford’s aim is to make it easier and more appealing for customers to discover, buy, and own EVs. This ambition supports Ford’s broader sustainability commitments of achieving carbon neutrality for its European operations by 2035.
A distinguishing element of this strategy involves the blending of digital and physical experiences. Customers can complete purchases using Ford’s online channels and showrooms or visit dealerships for more information. Innovations like virtual test drives, as introduced for the all-electric Ford Explorer 1, further exemplify Ford’s commitment to a seamless customer journey.
To make the process more transparent, Ford plans to adopt a “agency model” across Europe, offering fixed prices to eliminate the need for haggling. This move responds to the 77% of car-buyers who prefer to know upfront costs.
The company also aims to alleviate one of the most significant pain points in the car buying process: uncertainty about delivery timelines. It plans to do this by providing clear communication, online visibility of order status, and the ability to book delivery slots online.
Moreover, the strategy encompasses continued support after purchase, with access to one of Europe’s largest charging networks, at-home charging solutions, and online-scheduled pick-up and delivery for servicing.
Bottom Line
Ford’s new customer experience model is set to not only enhance the vehicle buying process but also align with the company’s shift towards sustainable transportation. The integration of digital tools and innovative approaches to customer service positions Ford as a forward-thinking player in the automotive industry, ready to meet the expectations of a new generation of consumers.
