Sunday, Ford publicized that it will match every dollar up to $750,000 that its dealerships invest in renovations. This is part of Ford's brand new dealership renovation program, which was unveiled at the recent National Automobile Dealers Association Convention and Expo. All of Ford's 3,100 United States dealerships will be eligible for the renovation dollar-matching program.
Ford dealership restoration program differs from past efforts
Unlike previous efforts on the part of Ford to incentivize dealership improvements, the brand new dealership restoration program revealed at the NADA Expo isn't tied to sales volume or customer scores, according to Ford's vice president of U.S. marketing, sales and service, Ken Czubay.
"It is our affirmative action to support our dealers in a great low-interest, growing market," he said.
The matching from Ford will ideally bring all dealerships to the same level.
Getting all dealerships involved
Ford has already had 70 percent of the Ford Lincoln dealerships agree to participate in the program, though Ford is hoping that all of its dealerships and affiliates will be willing to be part of it. Ford did not announce how much cash it plans to spend on the program though.
"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."
NADA dealers 'mildly positive' about restoration programs
According to a recent survey released by NADA, auto dealers are only "mildly positive" regarding renovation programs, as the general assumption is that such programs will lead to making a uniform watch for all dealerships. Standardization was highly unpopular among dealerships in the NADA survey, although Ford does allow for some flexibility on a case-by-case basis, notes The Detroit News.
Ford dealership restoration program differs from past efforts
Unlike previous efforts on the part of Ford to incentivize dealership improvements, the brand new dealership restoration program revealed at the NADA Expo isn't tied to sales volume or customer scores, according to Ford's vice president of U.S. marketing, sales and service, Ken Czubay.
"It is our affirmative action to support our dealers in a great low-interest, growing market," he said.
The matching from Ford will ideally bring all dealerships to the same level.
Getting all dealerships involved
Ford has already had 70 percent of the Ford Lincoln dealerships agree to participate in the program, though Ford is hoping that all of its dealerships and affiliates will be willing to be part of it. Ford did not announce how much cash it plans to spend on the program though.
"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."
NADA dealers 'mildly positive' about restoration programs
According to a recent survey released by NADA, auto dealers are only "mildly positive" regarding renovation programs, as the general assumption is that such programs will lead to making a uniform watch for all dealerships. Standardization was highly unpopular among dealerships in the NADA survey, although Ford does allow for some flexibility on a case-by-case basis, notes The Detroit News.
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