Ford CEO wants to scrap the selling experience as we know it

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Ford wants to do things In a different way With its expansion in the electric car business. it’s a Converting electric cars to its sub-brandAnd the Unconstrained by ancient traditions of dealers asking “What can I do to get you this car today?” Months after that news first came out, CEO Jim Farley is doubling down on his roles. In a speech today, the CEO confirmed that under his new plan, dealerships will eliminate inventory entirely and become quality service centers for customers who have purchased their vehicles online.

In a presentation in Bernstein’s 38th Annual Strategic Decisions Conference, an event that appears to be real and not a stopped plot point, Farley confirmed that Ford intends to sell all-electric vehicles online, at uncompromising prices. Dealer parts filled with pre-ordered stock will disappear, and today’s current dealers will focus on servicing cars purchased online.

Image of the article titled Ford CEO wants to scrap the selling experience as we know it

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Crucially, Farley coined this movement as Goal Instead of a final plan. his words, reported by Detroit Free Press: “We have to go for a non-negotiated price. We have to go 100% online. No stock… 100% remote pick up and delivery.”

Buyers looking to get into Lightning may have to contend with merchants right now, but future transactions may never require a single step into those hallowed halls. The goal seems to be to get merchants to process the transaction initiated by the customer via the online sales portal – no more progressing to the sales floor or entering damn box. Farley said existing dealers will play a role in this shift, as the company uses its “physical presence” to “outperform” startups like Tesla, which has had to build physical showrooms and service sites from scratch.

in From comments provided by BloombergFarley also outlined his plan to eliminate Ford’s advertising spending altogether. The automaker is one of the largest ad buyers on Earth, spending more than $3 billion annually on advertising. But Ford didn’t buy any ads for two new electric vehicles, the Mustang Mach E and the F150 Lightning, both of which are sold out. When it comes to electric vehicles, Farley said, “I’m not convinced we need public advertising,” Farley said, As reported by Bloomberg.

The all-digital buying experience may prevent buyers from laying their eyes on cars and seat butts before shelling out their hard-earned cash, but that’s an issue that people seem to care less about with each passing year. make up digital sales Nearly a third of car transactions in the United StatesIt is unlikely to return to pre-pandemic levels.

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