Fordvehicles.com

Joyce MuellerConsumer Applications Manager

Ford Division e-Marketing

Internet AwarenessCustomers Increasingly Use Internet to Shop for Cars

(%)

6%

13%

62%

70%

40%

25%

0

10

20

30

40

50

60

Jun-

97

Jun-

98

Jun-

99

Jun-

00

Jan-

01

70%

of new car buyers shop

on the Internet

Source: Business Wire; Automotive News; Polk; Auto-By-Tel; Forbes; Forrester; Car Point; Netsmart Research; BCG Analysis

02

59% research…but do not submit leads

Ford e-Marketing Strategy

1. Simplicity

2. Seamless Integration

3. Design for Useability

4. Sell Cars!

5. Support our Dealers

Ford e-Marketing Strategy

1. Simplicity– Clean Home Page– Easy to use Navigation– Logically organized information– Quick download times

Ford e-Marketing Strategy

2. Seamless Integration– …with other related sites– Customer flow from FordVehicles to

FordDirect, our “transaction” site, should be seamless

Ford e-Marketing Strategy

3. Design for Useability– What do consumers want to do?

1. Gather Product Information—80-85%

2. Experience the Brand—10-20%

3. Purchase a Vehicle—1%

“Websites fail when they don’t meet users’ goals.”

-Paul Sonderegger, Sr. Analyst, Forrester Research

• The Basics:

Market Research

ID Key Segments

Build Personas

Design Site

Test Prototype

Identify Key User Tasks

First Gate

Ford e-Marketing Strategy

Ford e-Marketing Strategy

1. Research2. Shop3. Buy4. Own

It is important to make a distinction between these processes because each process presents very different user needs

Vehicle Purchase Process Research

Shop

Buy

Own

Vehicle Purchase Process

What we thought•Organized step by step process

…What really happens•All over the board!•Implication: Make all areas easily accessible throughout site

Ford e-Marketing Strategy

Ford e-Marketing Strategy

4. Sell Cars!1. By providing relevant vehicle information to

our users in a user-centered manner

2. By providing transactional opportunities at relevant points within the research path

3. By providing proper branding throughout the user experience in order to create a consistent offline/online branding experience

Transactional opportunities at relevant points during the research process

Quick access to transactional

areas from the home page

Quick access to transactional areas from each vehicle

page

FordVehicles Homepage Individual Vehicle Homepage

Ford e-Marketing Strategy

Ford e-Marketing Strategy

5. Support our Dealers• Use the same philosophy

• Simple• Integrated• Design for Useability• Sell Cars!

Dealer eToolsDealer eTools

• Vehicle Locator • Parts Locator • Marketing Point• DealerConnection Web Site

Real-Time Web Site Update Utility (customize your own web site) New/Used Vehicle Inventory

• DealerConnection Web Site Metrics• Internet Lead Management Tool• Live Telephone Support and Training

DealerConnection Web Site - Customizable

Thank You!