Final 12 months, Ford reorganized itself into 3 new divisions. Ford Blue will deal with standard vehicles with infernal combustion engines. Ford Professional will focus on business automobiles — which may very well be both standard or electrical. Ford e is all about constructing and advertising and marketing electrical automobiles.

Within the US, Ford presently presents 3 battery-electric automobiles — the F-150 Lightning, the Mustang Mach-E, and the E-Transit. However in Europe, the corporate is additional together with constructing electrical vehicles for personal use. In a press launch this week, it mentioned it’ll introduce a brand new imaginative and prescient designed to make discovering, testing, shopping for, and proudly owning its merchandise not solely easier, but in addition extra satisfying — beginning with Ford electrical automobiles. CleanTechnica readers, who’re all above common, might discover some similarities to how an electrical automotive upstart — let’s name it Model T — has been advertising and marketing its vehicles for the previous 10 years or so.

The corporate, in partnership with its retail companions throughout Europe, is fully reimagining the shopper journey to EV possession, with on-line entry and touchpoints obtainable each step of the way in which, Ford says.

The brand new strategy will introduce on-line showrooms and digital check drives for exploring services and products from the consolation of your couch in the lounge or throughout a 10-minute break whereas at work. Huge choices will likely be simpler to make with clear pricing that comes with no surprises. Ford says its prospects will now have the ability to personalize their automobile handover, entry charging, and prepare pickup and supply for servicing with a couple of clicks on their smartphone.

Hmmm…an grownup system designed by and for adults. What a refreshing concept. It virtually brings again the touchy-feely friendliness of GM’s Saturn division within the 90s.

Ford unveiled its proposals to its retail companions (often known as franchise sellers in America) at a Carry On Tomorrow Stay occasion in Copenhagen this week. These companions will likely be elementary to delivering a subsequent era buyer experiences for individuals who need to purchase a Ford product. The corporate is on monitor to ship 10 new electrical fashions in Europe by 2024, together with the brand new E-Tourneo Courier (see beneath) multi-activity automobile, which was additionally unveiled on the occasion in Copenhagen.

“We’re effectively on the way in which to turning into an electrical passenger automotive model by 2030, with a uniquely complete line-up of automobiles already launched and impressed by an understanding that EV prospects see the world otherwise,” mentioned Martin Sander, normal supervisor, Ford Mannequin e, Europe. “Our imaginative and prescient is to make it simpler and extra interesting than ever for patrons to find, purchase and personal the precise electrical automobile for them, whether or not switching to electrical for the primary time or already an skilled proprietor.”

By making it simpler for larger numbers of shoppers to go electrical, Ford’s new buyer expertise will help the corporate’s commitments to reaching carbon neutrality for its European operations, logistics, and direct suppliers by 2035, and constructing a extra sustainable, inclusive and equitable transportation future.

Ford Needs To Change Buyer Expectations

The brand new era of customers has a contemporary perspective to automotive shopping for impressed by on-line purchasing experiences that’s as progressive because the automobiles they need to personal. Analysis exhibits 91% of shoppers want shopping for on-line if the method is seamless.

Ford will let prospects slide effortlessly between digital and real-world touchpoints as most closely fits them. That might imply finishing whole purchases in just some clicks utilizing Ford official on-line channels and showrooms, visiting dealerships and Ford Shops for info and updates from product consultants, or a mixture of each.

An progressive digital expertise for the brand new all electrical Ford Explorer (European model) introduced check drives into the digital age earlier this 12 months. Prospects may also have the ability to go browsing to e book real-world check drives round their busy schedules when the adventure-ready E-Tourneo Courier crossover arrives in showrooms. Autos could be delivered to them, already charged to a minimal of 150 km.

Analysis additionally exhibits 77% of automotive consumers want fastened costs, in order that they know up entrance how a lot they may pay, and for what. That’s why Ford is already making haggling a factor of the previous for patrons within the Netherlands with clear pricing. The corporate plans to roll out the “company mannequin” throughout Europe to make sure that prospects get a constant worth, whether or not they store on-line or on the retailer of their alternative.

Ford can also be tackling the one most irritating issue for automotive consumers, in line with the New Automobile Patrons Survey — uncertainty about when their new automotive will arrive. Clear communication, on-line visibility of the order standing, and the power to e book supply slots on-line will assist prospects plan forward and save them time. Prospects may also have the ability to prepare for his or her new automobiles to be delivered to their driveway, an choice that 69% of youthful automotive consumers say they need.

Each new automobile will arrive loaded with the newest obtainable software program packages, which could be improved with over-the-air updates. Drivers will benefit from the newest applied sciences from Ford, akin to BlueCruise, which permits hands-free driving on chosen highways, and programs that may wirelessly combine smartphone functionalities.

The brand new Ford buyer expertise is designed to proceed making life simpler for house owners even after buy. Ongoing help contains entry to certainly one of Europe’s largest charging networks, with greater than 450,000 chargers, rising to 500,000 by 2024, at-home charging options, in addition to pick-up and supply for servicing that may be scheduled on-line.

“Ford’s dedication is to deal with prospects like household. Meaning understanding what they want from us to assist them dwell their greatest lives after which pulling out all of the stops to make it occur,” Sander mentioned. “Our community of retail companions throughout Europe is essential to reworking the Ford shopping for and proudly owning expertise — constructing on the relationships and reputations fashioned over many years and backed by a brand new era of digital instruments and ahead considering.”

Meet The Ford E-Tourneo Courier

Ford E-Tourneo Courier, picture courtesy of Ford

Ford used the Copenhagen occasion to introduce the E-Tourneo Courier, a passenger model of the E-Tourneo van. Because the phrase van suggests, it is a throwback automobile to the times when individuals first found that business vans outfitted with captain’s chairs, shag rugs, and a mattress in again made dandy roadtrip automobiles. Chrysler invented the fashionable minivan with the Dodge Caravan/Plymouth Voyager twins, and the E-Tourneo Courier brings that idiom ahead to the fashionable age.

The automobile makes no pretense of being a coupé, a sedan, an SUV, a crossover, or something however what it’s — a field on wheels designed to supply the utmost quantity of house for these inside and all their stuff. Attempt THAT in your ID.5! To my eye, it resembles my mother’s 1953 Nash Rambler wagon — a automotive celebrated in a music by Carly Simon for its “fold again seats” — however with the next roof.

Particulars are laborious to seek out, however Ford says the brand new journey automobile will settle for as much as 100 kW of charging energy from a DC charger or 11 kW from an AC charger. Charging from 10 to 80% ought to take about 35 minutes, in line with Ford. 10 to 100% on AC takes rather less than 6 hours, the corporate says.

The automotive is 4.4 meters lengthy and has “SUV impressed” design language, which apparently refers to a pretend skid plate beneath the entrance bumper. There’s a frunk with a 44-liter capability, and Ford says there’s 40% extra cargo room within the again than within the prior Tourneo van. Vary, pricing, battery dimension, and different particulars will likely be launched nearer to the beginning of manufacturing in Romania in 2024.

Ford E-Tourneo Courier, picture courtesy of Ford

“We created the Tourneo Courier to assist our prospects benefit from their lives, whether or not they’re touring with household and pals, or coming dwelling with the rear seats folded and bikes within the trunk,” says Amko Leenarts , chief designer of Ford Europe. “The SUV-like design language permits for a spacious inside on the identical time. Fashionable particulars typical of electrical mobility guarantee a sure exclusivity and underline the function of the E-Tourneo Courier as a part of Ford’s electrical revolution.”

“Merchandise just like the E-Tourneo Courier outline the way forward for Ford in Europe — absolutely electrical, related, and fueled by a want for journey,” mentioned Martin Sander, normal supervisor for Ford Mannequin e, Europe. “The Tourneo Courier is the newest instance of our multi-billion greenback funding in electrical automobiles and represents our dedication to supply related and fascinating automobiles for our prospects.”

The Takeaway

The extra customer-friendly insurance policies introduced by Ford this week will likely be welcome information to prospects who’re used to being slapped round by sellers who mannequin their gross sales techniques on oriental rug retailers. Sellers within the US are protected by aggressive franchise supplier legal guidelines that considerably restrict the facility of producers to rein of their strongarm insurance policies.

Ford is making an attempt to carry this kinder, gentler model of promoting to America, however is getting substantial pushback from its sellers who assume it’s their God-given proper to abuse prospects with market changes and costly choices to be able to buy well-liked fashions. The Saturn expertise proved that folks just like the no-haggle strategy, so in fact the fits within the C Suite at GM made positive the division was starved for money till it went out of enterprise.

We applaud Ford for making an attempt as soon as once more to make use of a customer-focused gross sales technique, however we all know its US sellers would somewhat see hell freeze over than hand over their extortionate techniques. We want Ford each success with its new advertising and marketing strategy.