Ford Motor Co. is launching an online portal to help customers select a vehicle, compare prices and get financing, all through ford.com.
The automaker hopes Ready.Shop.Go, rolling out this month and available across the U.S. by year end, will discourage customers from using third-party sites, where they can be lured away by deals from other brands. Ford has tested the program in five states and says it has a 30 percent conversion rate from customers who browse the site.
"We're giving them a one-stop shop to go through their experience," Kevin Cour, Ford's director of U.S. retail operations, told Automotive News. "For Ford, this is really working with our dealers to create transparency and trust with the customer."
The portal isn't transactional; customers still must go to a dealership to sign final paperwork and get their vehicle. But the service lets customers do much of the rest online, including searching inventory, viewing pricing and incentives, locking in a deal for up to 48 hours, applying for financing, estimating trade-in values and scheduling a test drive.