Ford Australia Hones Cutting-Edge Tech for Dealers

Ford Australia prepares for life after manufacturing by transforming dealerships to make it easier for customers to buy and service vehicles.

A handful of dealers in Melbourne and Sydney have nearly completed the technological reshaping of sales and service departments to go along with Ford’s aggressive approach to increase customer satisfaction in all aspects of the dealership experience.

Ford says 40 dealers planned to be online by the end of 2014 and most of the automaker’s 200 dealerships expected to complete the work by the end of 2015, ahead of plans to reshape its product lineup by refreshing all models by 2017.

Customers will be greeted by non-sales-oriented concierges and be asked how they want to engage with the sales staff. The concierge welcomes them to the lounge area and prepares refreshments – all as a priority before a customer connects with a salesperson. This “permission-based” sales process continues throughout the experience.

The salesperson will carry an iPad with key product, inventory and pricing information to smooth the discussion. The test drive also takes on a higher-tech feel with an Australian-first feature called the Smart Drive USB.

“While we are re-inventing the dealership experience, many customers will actually find it very familiar to the technology they use every day or even from online shopping,” says Graeme Whickman, vice president-Marketing, Sales and Service.

Ford says a highlight for customers is their own personalized reveal after their purchase. Just as has been done for decades at motor shows, the staff reveals the car at the center of the store by pulling off a silk sheet off to create “selfie” moments customers can share instantly on their social channels.

During the test drive, potential buyers can receive in real time an explanation of the car’s features via the SYNC voice-control system. Drivers simply ask SYNC about a particular feature and the car responds by explaining how the technology works.

Building on this interactive approach, apps used by the sales team allow customers to input their personal driver preferences and needs. The app can help identify recommended vehicles based on those needs – on the spot.

Customers ordering vehicles from the factory can follow the car-buying journey with emails allowing them to track their purchase from when the first parts are put together to arrival at the dealership.

A website dedicated to personalizing the car will make sure the new Ford is ready-to-go on arrival. From tuning the radio stations to pre-storing satellite-navigation addresses and adjusting the cabin temperature, the new service will ensure the customer’s preferences are programmed into the car before it is picked up.