DETROIT MOTOR SHOW: Ford moves to mobility
Ford says it will be both a car and mobility services company in the future... And that means the customer comes firstFord will evolve its operations from a pure auto manufacturer to a provider of mobility solutions. That's the underlying premise and a large part of its overt messaging at this week's North American International Motor Show. But in the process of the evolution, the company's relationship with customers will come first.
Thus global Ford boss Mark Fields (pictured) launched FordPass at Detroit, suggesting it was a step change in the way the company engages with its customers.
FordPass is a multi-faceted smartphone-based service that will provide access to a range of services including a Marketplace for mobility services, FordGuides 24/7 advisors and concierge services, plus loyalty reward schemes and bricks-and-mortar and online hubs where members can access information and interact with the company.
"Ford always has been motivated to make people's lives better," said Fields.
"We did it when we put the world on wheels a century ago... Today, we take our commitment one step further with the introduction of FordPass... As we've studied the mobility challenges people face, we designed FordPass to help provide services that make consumers' lives easier," he said.
In the USA where FordPass will launch in April 2016, the marketplace will allow members to access services such as pre-purchased parking and car sharing. Reward benefit schemes have also been confirmed with companies such as McDonalds and 7-Eleven.
FordHub shopfronts will be launched in New York, London, San Francisco and Shanghai, Fields stated.
The New York City store will pilot the scheme.
China is expected to be the next major market to see FordPass launched, late in 2016. The Asia Pacific region, including Australia, is also earmarked for the service, although at this stage there are no firm introduction dates.
Former Ford Australia and now Ford Asia Pacific exec Sinead Phipps told motoring.com.au: "There's work to do with establishing [Australian] partnerships, but it's the intention that FordPass will be a global service. There are no firm dates for Australia at this stage."
The FordPass scheme is intended to engage consumers through the life of car ownership – not just in the lead up to purchase.
"Our FordGuide advisors are there to provide information and solutions. [But] When it comes time to buy our dealers will be there [at the hubs] too," Fields stated.
Ford is claiming it "aims to do for car owners what iTunes did for music fans". FordPay, a "virtual wallet" will also be part of the FordPass suite.
FordPass is part of Ford Smart Mobility, which the company says is "the plan to take the company to the next level in connectivity, mobility, autonomous vehicles, the customer experience, and data and analytics".
FordPass has been developed by a team headed by Stephen Odell, Ford executive vice president, Global Marketing, Sales and Service and Elena Ford, the company's global marketing boss.
The scheme was created in around 18 months. Ford claims its team worked with customer experience leaders including Disney Corporation, RipCurl and Nike.
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