Sunday, Ford Motor Co. announced that it will match every dollar up to $750,000 that its dealerships commit to renovations. This is part of Ford's new dealership renovation program, which was presented at the recent National Automobile Dealers Association Convention and Expo. All of Ford's 3,100 United States dealerships will be eligible for the restoration dollar-matching program.
Not like previous opportunities
Unlike previous efforts on the part of Ford to incentivize dealership improvements, the new dealership renovation program revealed at the NADA Expo is not tied to sales volume or customer scores, according to Ford's vice president of U.S. marketing, sales and service, Ken Czubay.
"It is our affirmative action to support our dealers in a great low-interest, growing market," he said.
Ford's matching efforts are intended to bring all of its dealerships into the future at full speed.
All dealerships in the program
Ford has already had 70 percent of the Ford Lincoln dealerships agree to participate in the program, though Ford is hoping that all of its dealerships and affiliates will be willing to be part of it. Ford did not announce how much money it plans to spend on the program though.
"This is about making sure the customers get in the store, get in the service department, they have a great modern experience," said Jim Farley, Ford and Lincoln's executive vice president of global marketing, sales and service. "It's not about just beautiful brand signs and what the dealership looks like on the outside."
Some dealers okay with program
Most dealers are okay with the renovation program assuming it will make dealers more uniform, according to a recent NADA survey. Ford does allow for flexibility in standardization, but the idea in general was not all that popular.
Not like previous opportunities
Unlike previous efforts on the part of Ford to incentivize dealership improvements, the new dealership renovation program revealed at the NADA Expo is not tied to sales volume or customer scores, according to Ford's vice president of U.S. marketing, sales and service, Ken Czubay.
"It is our affirmative action to support our dealers in a great low-interest, growing market," he said.
Ford's matching efforts are intended to bring all of its dealerships into the future at full speed.
All dealerships in the program
Ford has already had 70 percent of the Ford Lincoln dealerships agree to participate in the program, though Ford is hoping that all of its dealerships and affiliates will be willing to be part of it. Ford did not announce how much money it plans to spend on the program though.
"This is about making sure the customers get in the store, get in the service department, they have a great modern experience," said Jim Farley, Ford and Lincoln's executive vice president of global marketing, sales and service. "It's not about just beautiful brand signs and what the dealership looks like on the outside."
Some dealers okay with program
Most dealers are okay with the renovation program assuming it will make dealers more uniform, according to a recent NADA survey. Ford does allow for flexibility in standardization, but the idea in general was not all that popular.
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