As an early, all-important step toward becoming what Ford calls a “mobility” company, the automaker today announced a new mobile app on its way to smart devices everywhere this April, dubbed “FordPass.”
FordPass aims to be an all-encompassing transportation management platform, offering users the capability of planning nearly every aspect of their commute, from interfacing remotely with one’s SYNC Connect-equipped Ford vehicle, to securing advanced parking and renting cars. Down the line, additional features such as ride share and multimodal transportation will be incorporated, expanding on FordPass’ already-broad versatility.
The FordPass mobile app will have three distinct, core components: Marketplace, FordGuides, and Appreciation. Marketplace is the most integral of these; Ford Motor Company has been working with Park Whiz and Parkopedia in order to give users the ability to find, secure, and pay for parking in advance, as well as partnering with FlightCar to deliver car rental services. Enabling each Marketplace transaction is a new virtual wallet called “FordPay.” If the user happens to be a Ford vehicle owner, the Marketplace has still more to offer, allowing customers to schedule maintenance and servicing at their local dealership, or view their Ford Credit finance account details.
For general guidance and assistance, the “FordGuides” component of the FordPass platform puts users directly in-touch with a dedicated representative. If, for instance, one wanted to reserve parking in advance for an event but was unsure how to do it, a qualified FordGuide can talk him or her through the process, or even take care of the reservation for the user. Finally, the FordPass “Appreciation” component rewards customers for performing certain functions with the app, such as registering a new membership, booking parking, and using FordGuides. Those rewards can be redeemed at places like McDonald’s, 7-Eleven, and Ford Motor.
In addition to the mobile FordPass platform itself, the automaker will be opening multiple “FordHubs” around the world, with initial physical locations set to open in New York, San Francisco, London, and Shanghai. There, customers can speak directly to FordGuides, explore mobility options within their own cities, and attend special events such as vehicle reveals.
“We’re engaging with our customers – and our potential customers – aiming to make every interaction with the Ford brand a positive experience,” said Ford VP of Global Dealer and Consumer Experience Elena Ford. “We want consumers to know how much we appreciate them, and with FordPass, we’re taking loyalty a step further.”