Ford is reportedly putting a rush on its plans to offer a complete online sales service in the UK, given how badly retail sales have been impacted by the coronavirus pandemic.
Ford of Britain boss Andy Barratt spoke exclusively with Auto Express and stated that the online platform will be ready “in quarter three” of this year, meaning towards the end of the summer.
“Without a doubt – adversity has created opportunity,” Barratt said. “It’s allowed us to re-engineer our processes and get the dealers along. Some dealers were always digitally enabled, some were slightly slower in their ramp up, but everyone has accelerated that through.”
“We’re also working with some external partners for digital showroom activity, even getting every dealer on to live chat – some just weren’t there.”
The new online platform will enable buyers to spec their car, get a valuation on a part-exchange and settle finance terms without ever having to leave their home. Of course, Ford dealers might still be there on hand to facilitate the transaction and potentially deliver the vehicle directly to the buyer – Ford dealers are already working on having contactless handover procedures.
Ford has also learned a great deal about the online ordering process thanks to its upcoming fully electric Mustang Mach-E model.
“We are accelerating our planning of what we were about to launch. We were working on something new anyway, which was coincidental with Mach-E, and you can buy a Mach-E online today,” added Barratt.
The Ford exec also said that online sales could lead to job losses for dealerships, which is a worrying thought.
“I think some dealers will say: ‘do I need all these sales staff anymore on the basis that I’m so digitally enabled in a way that I never was before?'”