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Pre-Owned Ford Models To Receive Dedicated Online Platform In 2021

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Ford Motor Company is set to launch a new online platform solely focused on pre-owned Ford vehicles. The upcoming initiative, called Ford Blue Advantage, was revealed to dealers during a three-day virtual event that featured presentations by Executive Chairman Bill Ford and CEO Jim Farley, among others.

Ford is looking for its dealers to sell more Ford-branded pre-owned vehicles, and the platform is intended to help them accomplish that goal. The new service will compete with many well-established sites when it launches in early 2021.

According to the company, over 3 million pre-owned Ford vehicles are sold each year. There’s just one problem: Ford dealers only account for one-third of those sales. Ford Blue Advantage will be designed to help them obtain a greater portion of that market.

At its core, the new platform seems tailored more towards car shoppers than dealers. That’s because the site will combine the pre-owned inventory of all 3,100 Ford dealers into a single resource. Additionally, Ford Blue Advantage will feature guaranteed pricing and delivery. There is also some sort of new certified pre-owned program launching in conjunction with the site, but details have yet to be disclosed.

As it currently stands, the Ford Certified Pre-Owned program allows dealers to sell late model pre-owned Ford vehicle with a comprehensive array of factory-backed warranties and perks, provided the vehicles are less than 8 years old, and have less than 80,000 miles on the odometer. The vehicles don’t have to have originated from the selling dealer, as stores could obtain them via trade-in or through a wholesale purchase.

Blue Ford Advantage seems designed to incorporate at least part or all of the pre-existing CPO program into a platform that will make it easier for shoppers to find the best used Ford for their needs. And although specifics are in short supply, it might offer customers a better way to find exactly what they’re looking for. “If you want a 2015 Mustang in canary yellow, we can probably find it,” Mark LaNeve, Ford’s director of U.S. marketing, sales and service, was quoted as saying.

While dealers stand to benefit from the platform, The Blue Oval’s true motivation for launching a dedicated online resource for pre-owned Fords likely stems from the recent success of automotive retailers like Carvana. The online-only used car retailer offers no-haggle pricing and home delivery, and has experienced a huge surge in business, despite (or perhaps because of) the pandemic.

Ford seems confident its site will be successful. “We believe from day one it will be the largest source of used Ford by far,” said LaNeve.

We’ll share more information about Ford Blue Advantage as soon as we have it, so subscribe to Ford Authority for Ford business news and continuous Ford news coverage.

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Written by Edward Snitkoff

Ed owns a 1986 Ford Taurus LX, and he routinely daydreams about buying another one, a fantasy that may someday become a reality.

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9 Comments

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  1. Ford Blue Advantage: “we don’t make and sell new sedans anymore but we have plenty used ones that smell like cigarette smoke” “stop in and browse and look at the Taurus, Fusion, Focus, Fiesta, heck who knows there could be a Contour on the lot”. “Maybe an Escort”.

    • If Ford doesn’t offer nothing but boring SUV’s and Crossovers, used sedans from Ford are better option if you want a Ford. As owner of a 1995 Ford Scorpio Cossworth and a Ford Mondeo (Fusion), both much better than any boring SUV, I’ll sell them never. Or I’ll buy a sedan from another brand if I want a new car, but there’s no human power that’s going to make me buy an SUV or a Crossover.

      • Why don’t you do a test drive of the 2021 Mustang Mach-E? It is a crossover and sportier, plus electric powered. No gasoline ever!

        • All you have to do is drive around for hours on end to find a charging station. And hope the battery doesn’t catch fire…What could possibly go wrong?

  2. Well, Ford, first you better change out water pumps in duratec egines in edge, and explorer first. Ford has enough pissed off folks that are stuck with $7500 engine replacement bill, all because the water pump went out. A lawsuit was started and of course a judge threw out the lawsuit. Dont fall for “Ford’s new promo” for used cars. Google it. Read about the water pumps in duratec engine in Ford cars. Will never buy a Ford again.

  3. I am true blue Ford guy, but the way they take care of customers with problems is unacceptable. Not only did I solely purchase Ford’s I am a stock holder as well as my kids. I am totally turned off by the way they treated us when we had problems with my wife’s past two vans. We have a lot of money and time invested in our 2015 Ford Transit 350 XLT. This van has had vibration in the driveline ever since they addressed the driveshaft recall. They couldn’t fix it or they refuse to fix it. Instead they offered me a 3 year extended warranty to make me go away. Everyday I drive that van and listen to that noise echoing throughout the whole van, makes me want to punish Ford and take my business elsewhere. How dare they treat me or anyone like that. Since they won’t fix it they now tell anyone who has this problem that “It’s a characteristic of the vehicle”. Which is nothing but a BIG LIE!! The van never made this noise the 3 years prior. Suddenly after they “Fixed the recall” I have this noise in my driveline. They couldn’t fix it under the normal 5yr/60,000 drivetrain warranty, but here’s a extended warranty to make things better. How stupid. I hope someone starts a class action suit and shoves that extended warranty so far up corporates backside they’ll be able to taste the ink on the worthless contract.

  4. The history my family and some work associates have had with new Ford warranty work – or refusal to do – makes me laugh.

    “Take it back to the selling dealer. Your warranty work has to be done by them.” “That’s not covered”, when it clearly is. “That screeching noise from the alternator is normal.” “It’s your fault.”

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