FordDirect revs up Internet leads in 2005
Ford Motor Co. is restructuring, but FordDirect, the company’s joint venture Internet company with participating dealers, is doing well.
In all, more than 250,000 new Ford, Lincoln and Mercury vehicles were sold through FordDirect Internet referrals, up 15% from 2004, FordDirect reports. That total represents about 10% of Ford’s 2005 retail sales. "One way FordDirect helps dealers is to track emerging technology and implement it for their dealerships, which is something individual dealers wouldn`t necessarily have the time or resources to do on their own," says FordDirect President Steve St. Andre.
In 2006, FordDirect will be managing Ford Motor Co.`s dealer web sites via DealerConnection.com, a corporate web program. FordDirect will also be managing Ford`s dealer lead management system, SalesPoint, and implementing some enhanced customer relationship management applications.
In addition, FordDirect is helping Ford implement integrated lead management. "Almost every consumer starts the search for their next vehicle online and that is good news for dealers because the Internet is the most cost-effective way to reach customers with the exact information they are looking for," says Bill Keith, dealer principal at Freehold Ford in New Jersey and chairman of the FordDirect board of directors. "If dealers do not have a strong Internet department and marketing strategy they are losing sales."
Launched in August 2000, FordDirect has more than 4,500 participating Ford, Lincoln, Mercury, Volvo, Jaguar and Land Rover dealers.
Back...
