Ford Announces FordPass Platform To Enhance Consumer Experience

Over the past couple of years, Ford has been making moves to transform itself from a traditional automaker into a full-fledged mobility company. The latest step in this direction is the announcement of its app-based FordPass platform, which will provide a multitude of services by utilizing partnerships with mobility companies and Silicon Valley-based startups.

With the aim “to do for car owners what iTunes did for music fans,” FordPass is intended to reimagine the relationship between the automaker and consumers.

“Ford always has been motivated to make people’s lives better,” said Ford president and CEO, Mark Fields, in a press release. “We did it when we put the world on wheels a century ago and we do it now through our strong lineup of cars, SUVs, trucks and electrified vehicles. Today, we take our commitment one step further with the introduction of FordPass – an all-new platform that may be our most revolutionary yet.”

The platform has four primary focuses: a marketplace for mobility services; “FordGuides,” who can answer questions via texts or calls; “FordHubs,” which are actual buildings around the world where customers can experience Ford technology; and a loyalty program for users to earn points and rewards. The app will go live in April and is free for both Ford owners and non-owners.

The FordPass marketplace services include partnerships with ParkWhiz and Parkopedia, allowing customers to use the app to find, reserve and pay for parking spots at lots and garages. It is also partnering with FlightCar, which allows traveling customers to park near an airport for free, as well as providing them with the ability to rent out their car to others. Ford plans to expand this functionality in the future to include ride sharing, car sharing and more.

FordGuides will assist customers via a button on the app, allowing them to call or text a representative to reserve advance parking, as one example. The guides will be available free of charge.

FordHubs will be actual urban storefronts where customers can learn more about mobility options in that particular city. The first four pilot FordHubs will be in New York, San Francisco, London and Shanghai, with the initial opening planned for later this year in New York’s Westfield World Trade Center.

Customers will be able to earn points by using the app, which can eventually be redeemed for yet-to-be-determined rewards. Members will be rewarded for simple actions, such as registering to become a member, booking parking, or interacting with FordGuides.

“We’re engaging with our customers—and our potential customers—aiming to make every interaction with the Ford brand a positive experience,” said Elena Ford, Ford vice president, Global Dealer and Consumer Experience. “We want consumers to know how much we appreciate them, and with FordPass, we’re taking loyalty a step further.”

FordPass will launch this spring in the United States and Canada, followed by other markets later this year, including Europe, China and Brazil.