Ford Launching Ford Blue Advantage for Used Cars
This week, Ford Motor Company held a three-day virtual meeting for its 3,100 dealerships across the United States. One of the most interesting developments from the event is the announcement of Ford Blue Advantage, a dedicated used vehicle brand and platform that includes a digital marketplace.
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Ford Vice President of U.S. Marketing, Sales, and Service told reporters on Thursday that Ford Blue Advantage will link the inventory of its 3,100 dealerships, giving customers a wider breadth and depth of options. It’ll also provide guaranteed pricing and delivery, making used Ford vehicles all the more attractive an option.
“We believe from day one it will be the largest source of used Fords by far,” said LaNeve. “If you want a 2015 Mustang convertible in canary yellow, we can probably find it.”
The automaker is putting more weight behind its used sales because, according to LaNeve, it sells around 3 million pre-owned vehicles every year. Around 1 million of those sales come from Ford dealers, and the goal with Ford Blue Advantage is to increase that share and boost profits.
2021 updates include FordPass Rewards expansion
During the dealer meeting, Ford also outlined other initiatives that will get underway next year. Among these is an expansion of the FordPass Rewards program, a service that Ford says boasts 5.5 million members. Ford will break the service out into tiers with three membership levels. This allows users to advance to a higher tier level through purchases and by using their FordPass Rewards Visa.
The Ford Fleet National Maintenance Pricing Program will also expand to include new software for commercial customers. Ford is also adding multi-make capability to its Ford Telematics suite next month.
Adding this to the launch of four key new products — the 2021 F-150, Bronco, Bronco Sport, and all-electric Mustang Mach-E — Ford expects that 2021 will be a watershed year, particularly in the wake of the challenges of 2020.
“We know 2021 is going to be a significant year for our North American business and our dealers,” said LaNeve. “We are going to grow in 2021. This is the year we have been building toward.”
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