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Ford Debuts Online Car-Shopping Experience

March 20, 2018 0 Comments

Ford Motor Company is unveiling a new tool – a “flexible, transparent online car-shopping experience” – called Ready.Shop.Go.

Nowadays, people want more convenient, time-saving digital services; according to the Looking Further with Ford 2017 Trends book, 54 percent of people surveyed said they considered surfing the Internet a productive use of time. Furthermore, 57 percent of the

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30-44 age group and 63 percent of those between 18 and 29 years old said that they’re more impatient now than in the past.

With Ready.Shop.Go., consumers can search inventory, view pricing and incentives, lock in a deal for 48 hours, apply for financing, estimate trade-in values, schedule test drives, and more, all before going to a dealership.

“Our customers are busy people, whether with daily work demands or spending time with their families,” said Mark LaNeve, vice president, U.S. Marketing, Sales and Service. “Quality time is scarce and downtime is even more so. Ready.Shop.Go. allows them to find the perfect vehicle online, spend significantly less time at the dealership and drive away with their new ride sooner.”

The program is launching in Michigan and other midwest states this month, and will extend to the rest of the U.S. by the end of the year.

Ready.Shop.Go. offers:

  • Pricing transparency – participating dealers set vehicle pricing, including taxes and fees
  • Personalized incentives
  • Customized finance and lease options
  • Consumer promise honoring quoted deal for 48 hours (subject to vehicle availability)
  • Pricing comparison – review actual prices with the Kelley Blue Book® Price Advisor and Trade-In Values
  • Options for scheduling test drives
  • Online credit application process through Ford Credit
  • Ability to save a deal and return later to complete the process
  • Customer selects preferred method of contact by dealership
  • Assignment of single point of contact on the dealer end to ensure the experience is well managed for the customer throughout the processDriving-Sales-Automotive-News-Ford-Unveils-Ready-Shop-Go

Eventually, Ready.Shop.Go. will include customizable purchases and lease options (through fintech company AutoFi) and the ability to remotely view and digitally execute contracts with Ford Credit.

“As we worked with our dealers to develop Ready.Shop.Go., it was important to make sure the experience benefited both our customers and our dealers. This experience delivers the functionality and flexibility customers need to select a vehicle at their preferred dealership,” said LaNeve, “then apply for financing before ever stepping into a showroom, saving both customers and dealers valuable time.”

Chad Secrest, general manager of Germain Ford in Columbus, OH, was involved with the pilot program and said it’s a “game changer.”

“It’s a great program – a great way for customers to save time and build trust with a dealership,” he said. “They know going in they’ve secured a good deal from researching online and establishing a relationship with their dealer contact.”

About the Author:

The DrivingSales News team is dedicated to breaking the relevant and the tough stories affecting car dealers. Have questions for DrivingSales News? Reach the team at news@drivingsales.com.