Ford Motor Co. wants its sellers in top condition. That's why the car maker has promised to match funds on its dealership restoration program, as an incentive to upgrade.
Different renovation program
Ford's vice president of United States marketing Ken Czubay explained that the program was revealed at the NADA Expo in a way that is not tied to sales volume or customer scores. This is not like other programs Ford has put together in the past to encourage dealership improvements.
"It is our affirmative action to support our dealers in a great low-interest, growing market," he said.
The matching from Ford will hopefully bring all dealerships to the same level.
Hoping for all dealerships
While Ford has not revealed just how much it expects it will spend on the dealership restoration program, the automaker has made it clear that it would like all of its U.S. dealers and affiliates to participate in the program. So far, over 70 percent of Ford's Lincoln dealerships in the top 130 United States markets have signed on to renovate.
"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."
Assuming program will be a great one
Most dealers are okay with the restoration program assuming it will make dealers more uniform, according to a recent NADA survey. Ford does allow for flexibility in standardization, but the idea in general was not all that popular.
Different renovation program
Ford's vice president of United States marketing Ken Czubay explained that the program was revealed at the NADA Expo in a way that is not tied to sales volume or customer scores. This is not like other programs Ford has put together in the past to encourage dealership improvements.
"It is our affirmative action to support our dealers in a great low-interest, growing market," he said.
The matching from Ford will hopefully bring all dealerships to the same level.
Hoping for all dealerships
While Ford has not revealed just how much it expects it will spend on the dealership restoration program, the automaker has made it clear that it would like all of its U.S. dealers and affiliates to participate in the program. So far, over 70 percent of Ford's Lincoln dealerships in the top 130 United States markets have signed on to renovate.
"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."
Assuming program will be a great one
Most dealers are okay with the restoration program assuming it will make dealers more uniform, according to a recent NADA survey. Ford does allow for flexibility in standardization, but the idea in general was not all that popular.
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