Thursday, October 29, 2015
Sunday, Ford Motors announced that it will match every dollar up to $750,000 that its dealerships commit to renovations. This is part of Ford's new dealership restoration program, which was presented at the recent National Automobile Dealers Association Convention and Expo. All of Ford's 3,100 United States dealerships will be qualified for the restoration dollar-matching program.
Ford dealership renovation program differs from past efforts
In order to encourage dealership improvement, Ford is putting together an incentive program that has nothing to do with customer scores or sales volume, according to Ford's Ken Czubay. He explained that this is very different from past efforts.
"It is our affirmative action to support our dealers in a great low-interest, growing market," he said.
The idea is to bring the dealerships all up to a certain standard with matching.
Hoping for all dealerships
Ford has made it clear that all United States dealers and affiliates are expected to participate in the program, though it did not announce how much the program will likely cost. Over 70 percent of Ford's Lincoln dealerships have already agreed to the program.
"This is about making sure the customers get in the store, get in the service department, they have a great modern experience," said Jim Farley, Ford and Lincoln's executive vice president of global marketing, sales and service. "It's not about just beautiful brand signs and what the dealership looks like on the outside."
Good program for many
According to a recent survey released by NADA, auto dealers are only "mildly positive" concerning restoration programs, as the general assumption is that such programs will lead to making a uniform look for all dealerships. Standardization was highly unpopular among dealerships in the NADA survey, although Ford does allow for some flexibility on a case-by-case basis, notes The Detroit News.
Ford dealership renovation program differs from past efforts
In order to encourage dealership improvement, Ford is putting together an incentive program that has nothing to do with customer scores or sales volume, according to Ford's Ken Czubay. He explained that this is very different from past efforts.
"It is our affirmative action to support our dealers in a great low-interest, growing market," he said.
The idea is to bring the dealerships all up to a certain standard with matching.
Hoping for all dealerships
Ford has made it clear that all United States dealers and affiliates are expected to participate in the program, though it did not announce how much the program will likely cost. Over 70 percent of Ford's Lincoln dealerships have already agreed to the program.
"This is about making sure the customers get in the store, get in the service department, they have a great modern experience," said Jim Farley, Ford and Lincoln's executive vice president of global marketing, sales and service. "It's not about just beautiful brand signs and what the dealership looks like on the outside."
Good program for many
According to a recent survey released by NADA, auto dealers are only "mildly positive" concerning restoration programs, as the general assumption is that such programs will lead to making a uniform look for all dealerships. Standardization was highly unpopular among dealerships in the NADA survey, although Ford does allow for some flexibility on a case-by-case basis, notes The Detroit News.
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