Two hot automotive trends: leasing and car sharing. Combine them and you should have a winner, right?
Yet for Ford Motor Credit Co.’s lease sharing pilot, not much has gone right, at least not yet.
In March, Ford Credit launched Ford Credit Link, a pilot lease sharing program that allows three to six customers to share a lease, scheduling their driving time and dividing payments any way they’d like. The captive finance company began piloting the program at three Austin, Texas, dealerships: Leif Johnson Ford, Maxwell Ford and Covert Ford.
Three months later, there are still no takers.
“We are still seeing a good flow of traffic to the website but we don’t have any customers signed up at this point,” said Ford Credit spokeswoman Margaret Mellott.
Last week, Ford Credit launched digital billboards in the area to increase awareness. It plans to roll out more marketing efforts throughout the summer, Mellott said.
Gordon Lambert, sales director at Leif Johnson Ford, said creating awareness is one of the hurdles Ford Credit and its dealers must overcome to make the program succeed.
More customers will likely show interest “once it gets out there, and people start to know how it works,” he said.