Ford, which plans to increase market share in the US this year, announced its dealers that it will match investments in their stores in order to improve customer experience.
According to Ken Czubay, Ford’s vice president of U.S. marketing, sales and service, the automaker will invest up to $750,000 per dealership, both for the exterior and the interior, for each of its 3,100 dealers.
“This is about making sure the customers, when they get in the stores, get in the service department, they have a great, modern experience,” said Jim Farley, executive vice president of global marketing, sales and service.
On another matter, Ford also met dealers for the Lincoln brand, which In January reported its worst US sales month from the past three decades, blaming a shortage of its recently released MKZ sedan. Dealers are worried as customers ask for Lincoln products that aren’t being met, with 250,000 visitors of the automaker’s website configuring an MKZ as part of the company’s campaign related to this month’s Super Bowl.
“We’d love to have year-over-year sales gains, and that’s great for our dealers and great for us, but that’s not the priority,” Farley said. “We’re building a brand. That’s why we are taking so much time to get the quality just right.”