Way back in January of 2016, Ford used their platform at the Detroit Auto show to announce that they were no longer interested in being “just a car company”. Instead, Ford announced its goal of transforming itself from an auto company to an auto and mobility company. Rather than just selling cars, Ford wanted to aid in “solving the world’s most pressing mobility issues”.
Ford’s announcement also included the launch of this automaker’s FordPass service, which is an app that offers drivers tools to manage their vehicles remotely. It allows Ford drivers to start their car, look for parking on the street, pay parking costs, make contact with a dealer for maintenance or repairs, call for roadside assistance when necessary, and more. Ford’s launch of this app seemed to be the first step in this automaker’s new path toward becoming an auto and mobility company.
In April of 2018, Ford made another surprising announcement. They announced that they planned to discontinue the vast majority of the sedans that were present in their vehicle lineup at that time. Since then, Ford has—as promised—made many changes to its vehicle lineup and has phased out most of its sedans.
So how are all these changes working out for Ford? What changes do they continue to make to support their long-term goals? Here’s how Ford’s strategy to successfully become an auto and mobility company is playing out long-term in 2020.
Over the past few years, Ford has demonstrated a high interest in diversifying its vehicle lineup.
They revamped and re-released models under the classic Mustang and Bronco brands and have thereby challenged the auto industry’s established ideas about what kind of cars these brands ‘should’ release. They have also expressed interest in expanding their lineup of hybrid vehicles, EVs, and crossover vehicles in the very near future.
By continuously diversifying their vehicle lineup in order to push the boundaries of what is considered “standard” on the mainstream auto market, Ford shows that they are
much more concerned with chasing their own goals than with matching the status quo in the auto industry—no matter what anyone else thinks.
People First Business Model
By diversifying their car lineup and focusing on matching customers’ lifestyles to vehicles instead of just producing new car models in order to make sales, Ford has turned away from the traditional sales first business model that reigns in the auto industry as a whole.
Instead, Ford has transitioned to a people-first business model that places accommodating people and their lifestyles as a higher priority than maximizing car sales. They prioritize examining drivers’ lifestyles as a whole in order to match drivers to relevant products that accommodate their personal lifestyles.
Another step Ford has taken in this direction is to build up its well-known brands using classic, famous names like the Bronco. In addition to the Bronco itself—which will make a long-awaited comeback for the 2021 model year—Ford will also sell a wide range of branded Bronco accessories.
Selling these accessories helps drivers feel more connected to their vehicle and its brand, which in turn motivates them to purchase more accessories. It also provides customers with a wide variety of product options—all of which come from Ford and are based on drivers’ needs, preferences, and lifestyles. Even if you’re not in the market for a new car, you can still be a Ford customer.
Ford is an automaker that seems to be timeless. It has been a major player in the auto industry for more than 100 years, and it doesn’t seem to be slowing down anytime soon. Despite being a company that is rooted in a very long history, Ford continues to demonstrate time and time again that they are not afraid of change.
Ford is willing to adapt to changing trends and changing times, again and again. No matter what happens in the world, Ford seems to be ready for it with a brand-new action plan to keep themselves on the top of the auto industry. Only time will tell how Ford’s journey will play out because with this automaker you never know what might be coming next.