Ford Shines a Light on its Future with Bronco, F-150, and Mustang Mach-E
With the rise in popularity of ride-sharing apps and the lifestyle changes that the pandemic has brought to Americans, Ford realizes that the demand for purchasing cars will be lower for the foreseeable future. Ford is adopting a new game plan to build an empire that doesn’t solely rely on car sales but adapts its services to the lifestyle that consumers live. With the recent launch of the new Bronco, F-150, and Mustang Mach-E, they have shifted their focus to building these models into lifestyle brands.
Ford is marketing their Mustang as a vehicle that is much more than a muscle car. The Mustang Mach-E is an all-electric SUV that looks very much like Tesla rather than a sports car. Ford is looking to expand the Mustang brand into other types of vehicle models like sedans, hybrids, crossovers, and EV’s.
Similarly, the Ford Bronco will be advertised as an outdoor brand, and customers can purchase Bronco-brand accessories. On their Ford merchandise store, you’ll find hundreds of accessories that include drinkware, garage equipment, headwear, men’s and women’s apparel.
The F-150 now includes over-the-air updates that enable remotely troubleshooting problems, better self-vehicle maintenance, and plugging in software updates to improve various systems. Additionally, this provides Ford with crucial customer data to offer better service and product design.
Moving forward, Ford plans to learn more about who the customers are instead of asking the customers what they want to drive. In truth, most car buyers don’t always know precisely the right vehicle that fits their needs. For example, if they find a person who lives in an urban neighborhood, prefers a car with excellent driving performance, and wants a modern design, the Mustang family may be the perfect option.
Another sign that Ford is moving to an auto and mobility company is its FordPass app. FordPass is an app that customers may use on their mobile devices to connect to the internet to obtain WiFi, live traffic information, receive vehicle health alerts, and have some remote control access to their vehicles. Although it’s strictly an app for Ford users, they are planning to open this app to non-Ford owners for many conveniences when using their vehicle. They even plan on expanding their services to potential car sharing and ride sharing with the FordPass app.