When 2011 Ford Fiesta owners pick up their new car, they’ll enjoy learning about it in a whole new way through the use of an interactive USB. Ford created the new delivery program for the Fiesta to make the initial owner experience as unique as the owners themselves, and is the first automaker to create such a program.
As part of the Ford Retail Movement, a dealer-readiness program, Ford has been working with targeted dealers, focusing on three key areas – preparing the sales force, engaging the customer, and creating a distinct new car delivery experience. The Fiesta delivery is designed to be particularly unique, since the approach is different than anything Ford has ever done before.
The Fiesta “unpackaging” experience is a new way for Ford and its dealers to interact with customers, and shows that Ford is trending towards a customer experience that does more than deliver a car – it brings the vehicle to life.
The experience kicks off with a short video featuring Fiesta Movement agents that is viewed on a kiosk located on the showroom floor. Following the video, consumers have their picture taken with their new ride, which is then uploaded to the Fiesta Community site.
On their way home, the owner plugs the preloaded USB into the Fiesta that “unwraps” the car and helps owners explore all the cool features in their new car, all in nineteen minutes of infotainment-type audio. Topics ranging from push button start to the sound-deadening windshield glass are covered.
Once they get home, the USB goes into their home computer and downloads a Fiesta Community app, which is a place they can continue to engage with Ford, their dealer and other Fiesta enthusiasts.
Learn more about the Fiesta Community apps.