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Ford Believes That New Models, Expanded Services Will Drive 2021 Growth

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As we’ve covered extensively in recent months, Ford fans have a lot to look forward to in 2021. That includes a host of new models like the 2021 Ford Mustang Mach-E, 2021 Ford F-150, 2021 Ford Bronco, and 2021 Ford Bronco Sport, as well as a number of expanded services and hundreds of new accessories. But perhaps more importantly, the automaker believes all of these things will drive tremendous growth over the next year or so.

Ford recently parlayed this message at its annual dealer meeting, a three-day Built For America-themed event that was attended by roughly 8,000 dealer staff. The meeting is an annual platform for Ford leadership to share future products, initiatives, and strategies, and to interact with dealers. The meeting is open to all 3,100 Ford and Lincoln dealers in the U.S.

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“We know 2021 is going to be a significant year for our North American business and our dealers,” said Mark LaNeve, vice president, U.S. Marketing, Sales and Service. “We are going to grow in 2021. This is the year we have been building toward.”

In addition to the aforementioned new models, Ford also revealed that it will be launching a not-yet-named vehicle that will fill a whitespace in the market. By this time next year, Ford expects these four new nameplates will outsell its entire previous sedan portfolio.

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Aside from the new models, Ford is also launching an all-new used vehicle platform and brand, Ford Blue Advantage, as a digital marketplace aimed at maximizing use of digital technology and the scale of its 3,100 dealers. The automaker will share more details about the new program in the first quarter of 2021.

Ford also recently benchmarked its FordPass Rewards program against other best-in-class loyalty programs and found that a common element of the top engagement programs was the separation of customer rewards into tiers. Research determined that enabling customers to climb the ladder of a loyalty program and earn greater rewards had a significant impact on their engagement, satisfaction, and loyalty.

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Now FordPass Rewards is preparing to launch experiential tiers with three membership levels. Members will be able to earn their tier level by buying and servicing their vehicle, purchasing accessories, or by having a FordPass Rewards Visa card in their wallets.

Meanwhile, Ford is encouraging dealers to grow its share of the $9 billion-per-year fleet service business and enhancing its commercial vehicle organization with Ford Commercial Solutions, which will introduce dealers to a new suite of software products designed specifically for commercial customers.

Finally, Ford is rolling out a slew of parts and accessories in the coming year, including 149 products for the Bronco Sport, and more than 200 accessories will be ready to go when the Bronco two- and four-door models arrive next year.

Now Ford is preparing to launch dealer-installed options for all 2021 model year vehicles. As plant complexity decreases, these options give dealers the opportunity to add accessories to vehicles they order for inventory. Options will appear on the window sticker and the accessories will be delivered to the dealer for installation on location.

“For the rest of our lives, we can look back on 2020 and know that no matter what got thrown at us, we worked together to overcome it and we succeeded – together,” LaNeve said. “Next year also will challenge us, but seriously, after this year I’m confident there is nothing we can’t do.”

We’ll have more on Ford’s 2021 growth plan soon, so be sure and subscribe to Ford Authority for the latest Ford business news and 24/7 Ford news coverage.

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Written by Brett Foote

Brett's lost track of all the Fords he's owned over the years and how much he's spent modifying them, but his current money pits include an S550 Mustang and 13th gen F-150.

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6 Comments

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      • Some of us would like to see our friends and neighbors have the jobs. John and Mary with jobs, not Juan y Maria, or Jacques et Marie. Those factory jobs in turn support jobs in the local communities.

        Variation on the theme: earlier generations would buy a Ford built in Mexico, or a GM from Canada because it was “American”. Meantime, down the road is a Toyota, Nissan, Subaru, Mercedes, or BMW plant providing jobs and tax revenue to the very communities the “American” car buyer lived in.

        • I like to buy things made in America, but I realize that if American companies want to sell their products in Mexico and Canada it’s essential for them to create jobs and loyalty in those countries as well. Acting like a child and crying about Juan having a job is a joke. Especially if Juan buys a Ford, drinks coca-cola and uses and iPhone.

  1. Are the same CLOWNS in WH running Ford? Everybody know that customers having been waiting for the return of the Bronco for 26yrs. So there’s no reason for it not to sale well the 1st few years, if Ford – Lincoln retro the 63 Continental EV in the same way it too would be a big hit with customers on the sales floor. Mark your right 2 of these models are being build in Mexico, its weird the Mach E being part of the Mustang family is not being built in America

  2. Funny, I don’t really care that Ford builds cars in Canada or Mexico, Why, because the Best Fords EVER, have been built and offered EVERYWHERE except the United States. America really missed out on the best Fords made, the Aussie & Euro Fords were far and beyond anything that we had here. The Aussie Falcon, the Escort RS, Capri RS, Cosworth Sierra RS500, Ranger Wildtrak, Ranger Raptor, the Ford Everest, the REAL focus RS MK2, the Puma ST and a list of others were much better cars than the crap we get from Ford. the only nice things we have from ford are the Explorer and the F-Series pickup. Everything else is junk. Take some of that Cosworth stuff, add it to the Ecoboost platforms, bring in Ecoboost-Barra inline engines and then we’ll be saying something. It’s already been establish that the electric car industry is way dirtier than the regular ICE industry so we’re not saving the planet by switching to electric so lets continue on with ICE and ICE hybrid powertrains and make it work. Take that CD6 platform and make some real performance vehicles with it. Bring out a Falcon family of cars with coupes, sedans, crossovers, and SUVS all on the CD6 platform like what AMG is doing with their cars. F150, Ranger, Bronco, Expedition should all be on the same Chassis, Bring the Puma over to replace the Focus/Fiesta/Ecosport/Escape and give it an ST and RS package with a 400hp 2.3L Hybrid I-4 Turbo. It’s already proven that Ford doesn’t need more than 3.5L to make over 600hp and with the hybrid setups behind them even more performance is right on the table. I would say bring out a 3.8L I-6 Turbo Ecoboost/Barra conventional and hybrid powertrain and put that engine in the performance lineup along with a 4.9L & a 5.8L Powerstroke Inline-6 diesel in the super duty and go to work. If Ford really wants to capitalize on performance, this is the way to do it.

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