Ford is reevaluating its approach to sales strategy after CEO Jim Farley’s vision of a fully digital, inventory-free model faced challenges in Europe. Ford Australia has opted out of the fixed-price model, while Ford Europe has embraced a hybrid ‘advanced franchise’ model that combines digital tools with traditional dealerships. Anna Lena Strigel, Ford Model e Europe’s sales and brand management head, highlighted the importance of utilizing technology to gain customer insights and track their journey while maintaining strong partnerships with franchise dealers.
Strigel emphasized the evolution of Ford’s franchise network through data-driven insights and hinted at the automaker’s future focus on data sharing. Ford values transparency in data sharing between manufacturers and franchise partners, recognizing the significance of the car-buying process for European customers who prefer physical interactions like test drives and personalized guidance.
Moving forward, Ford aims to strengthen its relationship with franchise partners while leveraging technology to enhance customer experiences. By combining digital advancements with traditional dealership strengths, Ford seeks to cater to the preferences of European customers who value in-person interactions during the car-buying process.
In conclusion, Ford’s sales strategy is evolving to meet the diverse needs of customers in Europe while maintaining strong relationships with franchise partners. The automaker’s shift towards a hybrid sales model reflects a commitment to leveraging technology for customer insights while preserving the vital role of traditional dealerships. Ford’s focus on data sharing and transparency underscores their dedication to improving the car-buying experience for European customers.
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