Ford is launching an all-new digital platform for used vehicles.
Ford is increasingly turning to technology to create better experiences for its customers, and it's about much more than flashy in-vehicle tech. The company previously introduced digital kiosks that makes checking your vehicle in for a service much less of a chore, and the latest announcement is a new digital marketplace called Ford Blue Advantage.
Announced at the company's annual US dealer meeting last week, Ford Blue Advantage will make it even easier for customers to find certified used vehicles. The platform will benefit Ford's 3,100 dealers and, of course, shoppers on the lookout for a used Ford. According to a report by The Detroit News, three million used Fords are sold each year and one out of every three of these vehicles are sold via a Ford dealer.
Other online car retailers allow tech-savvy shoppers to conduct transactions entirely online, and Ford Blue Advantage aims to appeal to these customers. Jim Farley, Ford's new CEO, recently said that the used car business is "perfectly suited for the digital retailing world."
Online motoring retailer Carvana reported sales of close to 65,000 vehicles in the third quarter of 2020, up from around 46,000 in the same quarter of 2019. This is the market that Ford wants to tap into. The company has not divulged further details about Ford Blue Advantage, saying only that more will be shared in the first quarter of 2021. There is a lot more happening at Ford next year, though. Major new model lines will arrive on the market or expand, with these including the Bronco, Bronco Sport, Mustang Mach-E, and F-150.
Another vehicle that is unnamed will join the brand's portfolio, and excluding the F-150, Ford expects that these four models will outsell its prior sedan portfolio entirely.
Added to these exciting launches, Ford will be growing its FordPass Rewards customer loyalty program, which already has 5.5 million members. Finally, a comprehensive array of accessories will bolster the appeal of the Bronco and Bronco Sport, with 149 accessories alone for the latter SUV when it launches.
"We know 2021 is going to be a significant year for our North American business and our dealers," said vice president of US Marketing, Sales and Service at Ford, Mark LaNeve. "We are going to grow in 2021. This is the year we have been building toward."