Ford Video Snacks Bring Vehicle Features Directly to Consumers

        Ford Video Snacks Bring Vehicle Features Directly to Consumers

PR Newswire

DEARBORN, Mich., April 15, 2013

DEARBORN, Mich., April 15, 2013 /PRNewswire/ --

  oFord launches a new Vehicle Orientation program this week at dealerships
    nationwide designed to bring consumers closer to the features available on
    their cars through an e-mailed checklist with links to 'video snacks' on
  oThe inspiration for video snacks comes from Ford's Global Consumer
    Experience Movement, a revolutionary program created to elevate the
    dealer-customer relationship into a world-class consumer experience
  oVIDEO: Vehicle Orientation Program overview

Ford is launching a new Vehicle Orientation program at dealerships nationwide
this week that is designed to help bridge the gap between consumers and their
cars by providing customers with access to a comprehensive online library of
"video snacks" – short videos that explain how to use specific vehicle
features like Remote Start Systems, MyKey^® and Integrated Blind Spot Mirrors.


While a customer is completing their sales transaction for a new vehicle at
the dealership, the salesperson will walk them through an orientation guide of
specific features they would like to learn about at delivery, at their Sync My
Ride session or on their own. That list is then e-mailed to the customer with
each item checked including a link to a corresponding video snack that they
can watch at any time, whether at home or even in the dealership. The
salesperson keeps a copy of the list so that he or she can review any items
the customer may have missed when the customer returns to pick up their

"Now more than ever before our vehicles are equipped with a variety of
advanced technologies designed to make life better for drivers, but we know
that just because a cool feature is available doesn't necessarily mean it is
being recognized or used by the consumer," said Andrew Ashman, Ford and
Lincoln Consumer Experience Manager. "Our goal is to simplify and enhance the
sales experience by providing customers with the resources they need when they
need them so that they can fully enjoy all the benefits their vehicle has to
offer them."

"It was seamless. It helped us take our conversation and our connection with
our customer one step further," said Casey Jenkins Combs, Internet Manager at
Jenkins and Wynne Ford Lincoln. "The neat thing about this new orientation
process is that we were able to tap into the customer's needs just a little
bit deeper and cater to them versus just saying, 'Here is our agenda.' We
were able to listen and ask, 'What's important to you?' and take it from

The inspiration for video snacks comes from Ford's Global Consumer Experience
Movement, a revolutionary program based on the ideals of trust, control,
respect and relationship that is designed to elevate the dealer-customer
relationship into a world-class consumer experience.

Listening to customers
"We created the new Vehicle Orientation process to bring helpful information
about our vehicles directly to the customer during the sales experience,
putting the control in their hands to choose what they want to learn about –
whether they are watching at home or experiencing it in a demonstration at the
dealership," said Ashman.

In an effort to zero in on specific vehicle features to spotlight in the form
of a video snack, Ford reviewed customer research received 30 to 90 days after
purchase and looked at what vehicle owners were posting on forums to find
which technologies they were most interested in. One example is Ford MyKey
system, which allows parents to create a customizable key with specific
driving settings, including speed limit control, for greater safety for teen

VIDEO: How the Vehicle Orientation Program Works

VIDEO: Ford MyKey How-to

The video snacks – which are a blend of video and animation with a little bit
of narration – focus on a feature and not a specific vehicle so that they can
be used across vehicle lines. Customers who buy a new vehicle will receive an
e-mail notifying them where they can view the videos. The video snacks will
also be posted on YouTube on a popular channel called "Know Your Vehicle."

"Making sure our customers have the best possible experience owning their
vehicle is our ultimate goal," said Ashman.

About Ford Motor Company
Ford Motor Company(NYSE: F), a global automotive industry leader based in
Dearborn, Mich., manufactures or distributes automobiles across six
continents. With about 171,000 employees and 65 plants worldwide, the
company's automotive brands include Ford and Lincoln. The company provides
financial services through Ford Motor Credit Company. For more information
regarding Ford and its products worldwide, please visit

SOURCE Ford Motor Company

Contact: Elizabeth Weigandt, 313.845.4147,
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