Ford’s big data move aims to transform the company

Ford no longer wants to just sell cars. The company has today (12 Jan) announced a new global initiative FordPass, a program it says will transform the car maker into a “mobility company”.

Among the broad-ranging plans are services to assist in car sharing, better navigation and predict predict parking space availability through its GoPark Painless Parking program.

“From a business standpoint [FordPass] will drive greater loyalty, bring new consumers and accelerate Ford in becoming a serious player in mobility services,” Mark Fields, Ford president and CEO, said.

As part of the move, Ford plans to open its own stores in New York, San Francisco, London and Shanghai, where potential buyers can learn more about Ford, its vehicles and — increasingly — its services. The first will open in New York’s Westfield World Trade Center in April.

FordPass features four elements to benefit members: The marketplace includes mobility services; FordGuides help consumers move more efficiently; appreciation, where members are recognized for their loyalty; and FordHubs, where consumers can experience Ford’s latest innovations.

FordPass includes a loyalty program in which members including non-Ford owners can win perks from affinity partners such as McDonald’s and 7-Eleven.

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