After ending its manufacturing operations there some time ago, Ford Brazil has undergone some major changes, both to its product lineup and the way it sells vehicles in the South American country. Over the past couple of years, Ford has launched new signature dealerships in Brazil, as well as Quick Lane service centers, and now, Ford dealers in Brazil continue their ongoing revamp with the launch of a standardized website template designed to be more customer friendly.
The Blue Oval actually began this process toward the end of last year, implementing what it calls “Ford Digital Signature.” The concept here is to create more of an integrated experience for consumers, providing them with updated information in a dynamic and connected manner. All 110 Ford dealers in Brazil have converted to this standard, though each retains its freedom to add pages with their own individual content. Regardless, the changes have already had a big impact, with some sites enjoying traffic increases of as much as 100 percent.
“Adherence to the new standard has been shown to be positive and the user’s navigability time had a great growth, much greater than in the previous metrics,” says Barbara Gesteira, Marketing Manager at the Ford Indiana dealership. “The constant participation of the automaker in the edition of the site, with banners and actions, is a wonderful support in the daily life of the marketing team.”
“The performance of the dealership’s website, in general, has grown considerably and improved virtually all our metrics,” added Isabel dos Santos, responsible for Marketing and Social Media at Ford Gambatto. “Conversion rates are positive and satisfactory. The program undoubtedly optimized and improved the dealership’s relationship with customers on the web.”
We’ll have more on Ford’s operations from around the world soon, be sure and subscribe to Ford Authority for 24/7 Ford news coverage.
No Comments yet