Ford's New Web Site Focuses on Consumer Needs
27 November 2000
Ford's New Web Site Focuses on Consumer Needs
DEARBORN, Mich., Nov. 27 Ford Division has redesigned its
web site for Ford Division cars and trucks, http://www.Fordvehicles.com , bringing
consumers the total brand experience with a new and exciting approach. The
new web site offers easier access to in-depth vehicle information to help
shoppers conduct research before purchasing a vehicle.
An exciting new feature, the comparison module, created by Autoweb.com
Inc., the leading consumer automotive Internet service, allows consumers to
accurately compare Ford vehicles to vehicles from other manufacturers. Ford
is the first major automotive manufacturer to offer this feature.
"After extensive research, Ford found that consumers wanted more
comparison tools while shopping online," said Trisha Habucke, Ford Division
Internet coordinator. "We find the comparison module to be an excellent
mechanism to display our vehicles and their advantages in an unbiased way."
In the comparison feature, web site visitors can select a Ford vehicle and
the site will automatically list its competition. Once the competition is
selected, shoppers are given detailed text descriptions and photos of both
vehicles, listed side by side. The site lists standard features, safety
information, options and specifications on both vehicles. Competitive
pricing, financing and warranty information are listed as well.
With each vehicle, shoppers can view its interior and exterior features
and chose the paint with a color selector. Vehicles can be viewed in 360-
degree pictures and a photo gallery is available for additional images.
"With our new design we incorporated new technologies that deliver more
visually exciting content," said Habucke.
Online shoppers want web sites that are easier to use. At Ford's new
site, shoppers can get to any vehicle page from any page within the site. For
example, a visitor can jump to Taurus' specifications from Focus'
specifications. Delivery of the site is faster and the site features a new
cutting-edge design with reorganized content. Navigation is more consistent
with clear labels, legible type, directions for hidden functions and short
download time.
Ford recognizes that the vehicles people drive are a reflection of their
lifestyles. An example of a vehicle/lifestyle connection is "No Boundaries -
Ford Outfitters" which appeals to the adventurous lifestyles of SUV buyers.
When visiting a lifestyle page like "Outfitters," shoppers find a list of
exciting destinations with outdoor activities that fit their lifestyles. The
lifestyle page is another way that Ford is committed to bringing the total
brand experience to consumers.
More new site features include "Watch the Show" (brand movies with brand
and feature explanations of individual vehicles), Ask Jeeves, a site-wide
search function, Ford special vehicle team and concept vehicle team
information and future Ford-sponsored events.
After the most extensive consumer research for redesign ever commissioned
by a major automotive manufacturer to evaluate a web site, Ford Motor Company
and its advertising agency, J. Walter Thompson Inc., found that the site
tested strongly. Research was conducted in the spring of 2000, and 210 test
participants gave the new Ford site extremely high ratings for complete
content.
JWT has created award-winning web sites for Ford Division for five years.
Contributing companies for Ford's new web site also include CoolFire
Interactive (providing the vehicle incentives database), MotorCity Digital
(providing the web site's flash technology), and Trilogy (configuring the
buyer connection with the vehicle).