Ford launches ‘iTunes for mobility market’

Ford is entering the emerging mobility market with a bang with the launch of FordPass, which the company says “aims to do for car owners what iTunes did for music fans”.

The manufacturer describes FordPass as “a platform that reimagines the relationship between automaker and consumer”. Membership is free for Ford vehicle owners and those leasing its cars, and the platform officially launches in April.

“Ford always has been motivated to make people’s lives better,” said Mark Fields, Ford president and CEO. “We did it when we put the world on wheels a century ago and we do it now through our strong lineup of cars, SUVs, trucks and electrified vehicles. Today, we take our commitment one step further with the introduction of FordPass – an all-new platform that may be our most revolutionary yet.”

FordPass members can talk to personal mobility assistants – FordGuides – night or day to help resolve their mobility challenges, whether finding a more efficient way to get around or booking parking before reaching their destination. Members can reserve and pay for advance parking, virtually build their ideal vehicle at one of several FordHubs globally, and receive rewards for FordPass membership loyalty.

FordPass is part of Ford Smart Mobility, the plan to take the company to the next level in connectivity, mobility, autonomous vehicles, the customer experience, and data and analytics.

“As we’ve studied the mobility challenges people face, we designed FordPass to help provide services that make consumers’ lives easier,” said Fields. “FordPass is really about listening to people’s needs and developing ways to help them move better.”

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

Marketplace

Ford is working with ParkWhiz and Parkopedia to help people find and pay for parking more easily, and with FlightCar to borrow and share vehicles when they travel. In the future, services will include ride sharing, car sharing, multimodal transportation and more. Members can pay for these services through FordPay – a virtual wallet.

“FordPass is about convenience,” said Stephen Odell, Ford executive vice president, global marketing, sales and service. “We’re connecting consumers with the world, making it all incredibly easy.”

Ford owners can easily review their Ford Credit vehicle finance account details using the platform, and connect with their preferred dealer to schedule maintenance and service appointments.

Members who own Ford vehicles equipped with its SYNC Connect technology can use FordPass to access vehicle features such as remote start; lock and unlock; fuel, oil and battery charge levels; tire pressure readings; and to locate their vehicle.

FordGuides

FordPass members will be able to can speak directly to trusted and knowledgeable FordGuides – all at the touch of a button. The company says the guides will be available free of charge and their only job is to guide, serve and help solve mobility challenges, and not to sell.

For example, if a member decides he would like to book advance parking for an upcoming show but is unsure how to reserve it, one push of a button on his smartphone lands him in a live chat with a FordGuide who will lead him through the options and help to reserve parking.

Appreciation

Members will be rewarded for doing simple things, such as registering to become a member, booking parking, or interacting with FordGuides.

The car manufacturer is also collaborating with affinity partners McDonald’s, 7-Eleven and others, so FordPass can recognize members with access to merchandise and unique experiences.

“We’re engaging with our customers – and our potential customers – aiming to make every interaction with the Ford brand a positive experience,” said Elena Ford, Ford vice president, global dealer and consumer Experience. “We want consumers to know how much we appreciate them, and with FordPass, we’re taking loyalty a step further.”

FordHubs

FordPass also includes the opening of FordHubs, where consumers will be able to explore the company’s latest innovations, learn about its mobility services and experience exclusive events.

The first of these urban storefronts opens later this year at Westfield World Trade Center in New York, followed by FordHubs in San Francisco, London and Shanghai.

On-site FordGuides will help visitor understand mobility options available in their cities, explore solutions for their mobility needs, view a real-time mobility map of their city, and experience special events, including new vehicle reveals.

“These aren’t places where we’re trying to sell something,” said Odell. “We want to hear people’s thoughts, and we want to show them what we’re doing to solve the transportation issues of today and tomorrow – and not just in their city, but around the world.”

FordPass launches this spring in the US and Canada, followed by other markets including Europe, China and Brazil later this year. FordPass capability is activated through smartphones. Consumers can sign up for more information and updates at MyFordPass.com.