Last year’s “Friends & Neighbors” promotion being something of a dud, Ford Motor Company ended the program early, replacing it with no-interest financing through the month of December. Now, Ford and Lincoln have found a new strategy to try and improve market share in the US: making true employee discounts available to every Ford worker’s friends.
Automotive News reports that now through the end of February, Ford Motor Company employees and retirees each have one special, exclusive code that they can give to a friend outside of their immediate family, granting that friend employee discounts that could save them thousands of dollars on any new Ford or Lincoln model.
The promotion, however, is targeted at conquest customers; eligible customers must demonstrate that they own or lease a 1995 or newer vehicle from a competitive automaker. That means no Ford, Lincoln, or Mercury. The automaker isn’t expecting a sizeable increase in incentive spending, as the pool of potential customers in this case is relatively small. “It’s about rewarding employees and retirees for a great year,” Ford Spokesperson Elizabeth Weigandt told Automotive News.
A memo sent out to Ford dealers states that “employees are encouraged to seek new customers to bring to the Ford and Lincoln brands with this opportunity. The existing [employee discounts] program provides employees the ability to reward great savings to immediate family members, and now that can be extended to a friend or neighbor that drives a competitive vehicle.
“This opportunity represents growth and continued strength for both Ford and Lincoln!”