Last year, Ford reorganized itself into 3 new divisions. Ford Blue will focus on conventional cars with infernal combustion engines. Ford Pro will concentrate on commercial vehicles — which could be either conventional or electric. Ford e is all about building and marketing electric vehicles.
In the US, Ford currently offers 3 battery-electric vehicles — the F-150 Lightning, the Mustang Mach-E, and the E-Transit. But in Europe, the company is further along with building electric cars for private use. In a press release this week, it said it will introduce a new vision designed to make discovering, testing, buying, and owning its products not only simpler, but also more satisfying — starting with Ford electric vehicles. CleanTechnica readers, who are all above average, may notice some similarities to how an electric car upstart — let’s call it Brand T — has been marketing its cars for the past 10 years or so.
The company, in partnership with its retail partners across Europe, is entirely reimagining the customer journey to EV ownership, with online access and touchpoints available every step of the way, Ford says.
The new approach will introduce online showrooms and virtual test drives for exploring products and services from the comfort of your sofa in the living room or during a 10-minute break while at work. Big decisions will be easier to make with transparent pricing that comes with no surprises. Ford says its customers will now be able to personalize their vehicle handover, access charging, and arrange pickup and delivery for servicing with a few clicks on their smartphone.
Hmmm…an adult system designed by and for adults. What a refreshing idea. It almost brings back the touchy-feely friendliness of GM’s Saturn division in the 90s.
Ford unveiled its proposals to its retail partners (known as franchise dealers in America) at a Bring On Tomorrow Live event in Copenhagen this week. Those partners will be fundamental to delivering a next generation customer experiences for those who want to buy a Ford product. The company is on track to deliver 10 new electric models in Europe by 2024, including the new E-Tourneo Courier (see below) multi-activity vehicle, which was also unveiled at the event in Copenhagen.
“We’re well on the way to becoming an electric passenger car brand by 2030, with a uniquely comprehensive line-up of vehicles already introduced and inspired by an understanding that EV customers see the world differently,” said Martin Sander, general manager, Ford Model e, Europe. “Our vision is to make it easier and more appealing than ever for customers to discover, buy and own the right electric vehicle for them, whether switching to electric for the first time or already an experienced owner.”
By making it easier for greater numbers of customers to go electric, Ford’s new customer experience will support the company’s commitments to achieving carbon neutrality for its European operations, logistics, and direct suppliers by 2035, and building a more sustainable, inclusive and equitable transportation future.
