Ford Motor Co. has launched a Web site that has a goal of creating a stronger corporate identity for the company and displaying its six brands as part of one family.
The site went online in the wake of Ford's $30 million exhibit at the North American International Auto Show this month in Detroit. The automaker used the exhibit to display all of its brands - Ford, Lincoln, Mercury, Mazda, Jaguar and Aston Martin - together.
'By grouping our brands together we establish a strong identity for Ford Motor Co.,' said David Ropes, Ford Motor Co.'s director of corporate advertising and integrated media. 'Ford is the provider of a wide variety of vehicles for consumers, from premium luxury to entry level transportation, as well as everything in between.'
Ford.com, the new site, consists of three primary categories: Buyer Connection, Dealer Connection and Owner Connection.
Users of Buyer Connection can build any Ford, Lincoln or Mercury model much quicker than on the old site. Car shoppers will be able to build Aston Martin, Jaguar and Mazda models later this year.
Dealer Connection allows online car shoppers to locate a nearby participating dealer where they can buy the vehicle they have selected on the site.
The Owner Connection portion of the site is for use by Ford Motor Co.'s current owners.
Ropes said, 'Owner Connection works to establish a comprehensive relationship with our owners in order to improve customer satisfaction in ways that contribute to long-lasting loyalty.'
For instance, Ford will run service offers, special offers from Hertz Corp. and new product information on the Owner Connection portion of its new site.
There are 45 million owners of Ford Motor Co. vehicles in North America, but they have a total of 75 million vehicles in their households.
Said Ropes: 'Instead of concentrating solely on the 4 million new vehicles we sell each year, we are working hard to develop new relationships with existing owners that will enable us to capture more of those 30 million non-Ford vehicles in our owners' garages.'