FordPass Concept
Overhauling the new car sales and aftercare process through extensive market research and sales process development
The aim of this project was to completely re-design the car buying process, by researching and creating a new digital experience for use within car dealerships, and by users at home, to improve the experience of purchasing a new vehicle. The app uses virtual and augmented reality and interactive design technologies to achieve a more emotionally driven buying experience, and create an experience that adds brand value improving conversion rates and customer retention in the long run.
Research
With the market for new car sales reaching an all-time high during March of this year, with over half a million new cars registered in March alone1, sales are now beginning to fall as consumers lose confidence in the car market and Brexit looms over the UK2. Car manufacturers are struggling to keep consumers attention and now with many cars engine technology being evenly matched, it’s down to technology and the purchasing experience to differentiate the brands from one another3.
Both Ford and Vauxhall introduced a government backed scraping scheme to try and boost sales of new vehicles by offering up to £7000 when an old vehicle is scrapped for a new car4. This is a sign that they are looking to try and boost their sales, and that there is room for improvement in their sales experience.
Ford have slowly re-branded their online presence, moving from a classic style to a simplified modern design, reflected from the direction they are taking with their car design. Corporately they are focusing on four main areas for their development. Quality, safety, smart innovation and green technology all things which I think can be well represented in a digital sales experience for a new car.
Ford has already invested in a digital experience, when they ran the “Ford, Go Faster” campaign, which invited anyone to learn how to perform stunts in the 2017 Ford Focus RS and Mustang GT, then perform them on camera and appear in an edited film trailer to take home or share on social media5. This clearly shows fords intent to try and build an emotional experience for consumers rather than just simply focusing on standard advertising techniques and sales, while also focusing on online social advertising.
Customer Journey Map
Service Blueprint
References
1SMMT, ‘Records Tumble as March UK New Car Market Hits All-Time High - SMMT’
2Julia Kollewe, ‘UK Car Sales Slide for a Sixth Month amid Falling Consumer Confidence | Business | The Guardian’
3Sam Sheehan, ‘Ford to Launch New Performance and Vignale Models in Geneva | Autocar’
4Steve Eminton, ‘Ford Highlights Scrappage Scheme in London - Air Quality News’
5Ford UK - The Official Homepage of Ford UK’
