Ford today unveiled its new vision to make exploring, testing, buying and owning its products not only simpler, but also more enjoyable – starting with its electric vehicles.

The company, in partnership with retailers across Europe, is completely redesigning the customer journey to electric vehicle (EV) ownership, with online access and touch points available at every step of the process.

The new approach introduces online showrooms and virtual test drives to explore products and services from the comfort of the home sofa or during a 10-minute break between business meetings. Important decisions will be made easier with transparent pricing so there are no surprises. And customers will be able to personalize their vehicle delivery, access charging and arrange vehicle pickup and delivery for service with a few clicks on their smartphone.

At the Bring On Tomorrow Live event in Copenhagen, Denmark, Ford today unveiled its innovative new strategy to its retailers across Europe, who will play a key role in delivering next-generation customer experiences. The company is on track to bring 10 new electric models to Europe by 2024, including the new E-Tourneo Courier 1 utility vehicle unveiled today in Copenhagen

“We are well on our way to becoming an electric passenger car brand by 2030, with a uniquely comprehensive range of vehicles already introduced and created after understanding that EV customers see the world differently,” said Martin Sander, general manager, Ford Model, Europe. “Our vision is to make it easier and more engaging than ever for customers to research, buy and own the right electric vehicle for them, whether they are first-time EV converts or already experienced owners.”

By making the transition to electric vehicles easier for more buyers, Ford’s new customer experience will support the company’s commitments to achieve carbon neutrality in its European operations, logistics and direct suppliers by 2035 and build a more sustainable, inclusive and fair future in the transport sector.

Changing expectations

The new generation of consumers has developed a new mindset when it comes to buying a car – inspired by online shopping experiences and as progressive as the vehicles they want to own. Research shows that 91% of customers prefer to buy online if the process is seamless 2.

Ford will allow customers to seamlessly switch between digital and physical touchpoints as best serves them. This could mean completing all purchases in just a few clicks using Ford’s official online channels and showrooms, visiting Ford dealerships and stores for information and updates from product experts, or a combination of both.

An innovative virtual experience for the new all-electric Ford Explorer 1 ushered test drives into the digital age earlier this year. Customers will also be able to book a real-world test drive online to fit around their busy schedule when the adventurous crossover hits showrooms later this year. Vehicles will be able to be delivered to them charged for at least 150 km.

Research also shows that 77% of car buyers prefer fixed prices, 2 so they know in advance how much they will pay and for what. That’s why Ford is already making haggling a thing of the past for customers in the Netherlands with transparent pricing. The company plans to expand its ‘agency model’ across Europe, ensuring customers receive a consistent price whether they shop online or in the store of their choice.

Ford is also dealing with the New Car Buyers survey’s most annoying factor for car buyers – namely uncertainty about when their new car will be delivered. Clear communication, online viewing of order status, and the ability to book instructional delivery schedules will help customers plan ahead.

The same applies to customers’ choice to ask Ford-certified specialist dealers about specification-related issues they want to know about when their vehicle is delivered. This will make it easier for drivers to hit the road with maximum confidence, whether they are experienced electric vehicle owners or first-timers… whether they start from the dealer’s forecourt or from their own home. Customers will be able to arrange for their car to be delivered – an option that 69% of younger buyers are interested in. 3

Each new vehicle will reach customers with the latest software packages available, which can be enhanced with over-the-air updates. Drivers will enjoy Ford’s latest technologies, such as BlueCruise that enables hands-free driving and driving focus – the first service of its kind to be approved in Europe 4 – and systems that can wirelessly integrate the functions of a smartphone. 5

Ford’s new customer experience is designed to continue to make owners’ lives easier even after the purchase. Ongoing support includes access to one of the largest charging networks in Europe, with more than 450,000 chargers, growing to 500,000 by 2024, home charging solutions, as well as vehicle pickup and delivery for services that can be scheduled online, with extremely convenient fast-track options.

“Ford’s commitment is to treat customers like family. That means understanding what they need from us to help them improve their quality of life and then doing everything we can to make that happen,” said Sander. “Our dealer network across Europe is key to transforming the Ford buying and ownership experience – building on relationships and reputations built over decades and supported by a new generation of digital tools and a progressive way of thought.”