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Ford Auto Collection

Ford Motors consolidated its dealerships across markets into single liability companies called Auto Collections. This was done to improve customer satisfaction with the vehicle purchase and service process. Key changes included one price selling, increased service quality, and prioritizing customer needs over dealer profits. The new model aimed to provide customers a better, less pressure-filled experience.

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karishma_sehgal
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2K views10 pages

Ford Auto Collection

Ford Motors consolidated its dealerships across markets into single liability companies called Auto Collections. This was done to improve customer satisfaction with the vehicle purchase and service process. Key changes included one price selling, increased service quality, and prioritizing customer needs over dealer profits. The new model aimed to provide customers a better, less pressure-filled experience.

Uploaded by

karishma_sehgal
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
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c c  c


 

 

 
 
á    

h 4th largest auto maker founded by Henry Ford in 1903

h Ford Motors- strong market position

h 1990s- Lowest costs & high quality in the US Automobile industry


Y
   
      

h mustomers dissatisfied with the process of buying a vehicle; sellers


didn͛t pay heed to the customer͛s needs.

h Sales people had tactics to lure customers into paying more.

h Limited usage of Ford dealerships for non warranty repairs.

h Sales strategy of Saturn(division of GM) was different from it͛s


competitors.

h mustomers were unhappy with Ford͛s dealerships and Ford͛s ability to


change dealer͛s behaviour was limited.
   

 

h monsolidating Ford dealers in a market in a single liability company(FIEmo).
h Î 
h most reduction
h Service enhancement

h !

hFord
hLincoln
hMercury
hMazda and Jaguar (occasionally)
h Also on agenda: Satellite light-service-only locations(garages)
Î 
    á 

 Y
  :
a) Development of an intranet.
b) monstruction of customer loyalty database.
c) Prediction system for vehicle sales.

 Î
 
   :
a) Each location had a head sales manager and head service manager.
b) Sales and service managers reported to central collection management.

  





 
  
   
        Î 
 á

   
 
  Î Î Î

c) Role of mollection Management was to:


i. Oversee Operations
ii. mreate Strategy
iii. Facilitate sharing of information across the locations

:
a) Selecting appropriate individuals and putting them in the right positions.
b) Training programme.
c) HR managers tried to influence change among the employees.
   
:
a) Initial focus of marketing was introducing the Auto mollection
concept and explain its benefits; murrent plans included base of
written materials and media communication and more targeted
campaigns.
b) Website for each Auto mollection.
c) Development of customer relationship centres.

! Î
 :
" #: One price selling. No negotiations.
" #   : Low pressure sales; Everything was to be customer
friendly.
"  

: Based on number of vehicles sold, not profit made
on price of each vehicle.
"   : Savings from economies of scale; increase in cost due to
increase in employee benefits.


     

h Dramatic change- sales & h 3- step process
profits declined
h Slow & steady; less risk; time-
h Quick; but high risk consuming

h If benefits highlighted h Reduced market resistance


effectively-- will create a
bigger pool of prospective
buyers.
Y
  
    
  á 
   


 !  
   
 

mustomers were dissatisfied with the process Efforts to increase customer satisfaction by
of buying a vehicle. charging fair prices, providing better
services etc.
mustomers usually didn͛t find what they were Greater selection; customers had various
looking for . brands and options to choose from
People rarely used Ford Dealerships for Services were promised to be customer
servicing their vehicles . needs driven low pressure.
mustomers were usually confused by quoting ͚One price policy͛ was now adopted.
a low price in advertisements.
 

Ê   


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