Ford Changing Customer Opinions with Unique Test Drive Program

[russellw]

Ford is targeting 40,000 customers to test drive vehicles from the Focus to the Ranger in its unique SMART Drive program that heads to the Sydney Easter Show and the Movie World theme park beginning April 10

Customers are nearly twice as likely to consider purchasing a Ford vehicle after experiencing the event based on surveys from some of the nearly 20,000 customers who already attended similar events this year

Most of the events have a charitable component tied to Ford’s partnership with the National Breast Cancer Foundation; on track to raise more than $100,000 in 2014

Grassroots engagement is key to Ford earning back customers, including this event that grew from the company’s innovative display at the 2012 Melbourne Motor Show

MELBOURNE, Australia, 9 Apr., 2014 – Ford’s innovative SMART Drive test drive program and touring display – a rolling version of the company’s 2012 Sydney Motor Show display – is driving rapid changes in customer perceptions about the brand and its vehicles.
Already in 2014 alone, Ford has attracted nearly 20,000 customers to these events who are nearly twice as likely to consider a Ford vehicle for their next purchase after experiencing the vehicles and technologies. Beginning April 10, the SMART Drives next stop at the Sydney Easter Show and Movie World theme park for the holiday break as part of plans to reach 40,000 participants by the end of the year.


“There are still some perceptions about Ford based on vehicles from many years ago, which are very different to our current line-up,” said Bob Graziano, Ford of Australia President and CEO. “Our aim is to introduce people to the new Ford vehicles such as the Focus and Ranger on the roads today that are technologically advanced, safe and good looking vehicles that are fun to drive.
Far from your usual test drive, the SMART Drive events give customers the opportunity to navigate shipping containers, steep ramps and test tracks, in a range of Ford vehicles, and see just how smart, capable and practical the Ford range is – from the Ford Kuga Titanium’s hands-free tailgate to Ford’s in-car SYNC connectivity technology.


“This approach of one-to-one interaction is working based on the vastly different response we get from consumers who enter our SMART Drive events compared to how they feel after the experience,” said Graeme Whickman, vice president of marketing, sales and service for Ford Australia.


Consumers also can help support their communities as most of the events have a major charitable component. For each test drive at those events, Ford will donate funds to the National Breast Cancer Foundation as part of a broader partnership, and is on track to raise more than $100,000 in 2014.

Changing misperceptions
To date, nearly 20,000 drives have been conducted as part of the Smart Drive program. Only 41 per cent of customers said they would either “probably” (28 per cent) or definitely (13 per cent) consider buying a Ford vehicle. After the event, 76 per cent of these customers said they would consider such a purchase – 50 per cent “probably” and 26 percent “definitely”.
In fact, customers enter the event believing technology is one of the brand’s weakest traits but walk out rating it as the strongest attribute by a large margin. Beforehand, only nine percent describe Ford vehicles as “technologically advanced” – tied for last among 15 descriptors. After the event, 44 per cent of customers use the description, the top-rated item at nearly 15 percentage points more than the next-top-rated feature.
In addition, more than eight out of ten respondents were at least somewhat likely to recommend Ford’s vehicles after the experience, with 36 per cent revealing that they would be highly likely to recommend the brand.

Capped Price Servicing
Ford not only is improving its vehicles but the company’s customer service, too. Improvements in its MyFord Capped Price Servicing program for owners is another way the brand is taking bold new steps to win more customers back to its showrooms.
The company’s MyFord Capped Price Servicing program has now been extended up to seven years and 135,000 kilometres, whichever occurs first. This is up from six years and 105,000 kilometres. The program includes the recently launched Ford EcoSport and Transit Custom van, as well as the range of Ford vehicles.
“We are giving customers reasons to purchase our vehicles at the SMART Drives while re-assuring them of our quality with the extended MyFord Capped Price Servicing program,” Whickman said.
The program also has been extended to include brake pad replacements, which provides a maximum price for brake pad replacement. Ford customers can also take advantage of Ford’s new Auto Club Program at participating dealers. Ford has partnered with each State’s auto clubs, the RACV, RACT, RACQ, AANT, RAA, NRMA and RAC, to provide this service.
Since Ford introduced the original MyFord Capped Price Servicing program in 2011, the level of service retention – those customers returning to Ford dealers – has increased. In 2013, it increased by 13,000 as a direct result of the myFord Capped Price Servicing program.


Source: Ford Media