The company wants to transform what having a car means through the implementation of a concierge service, dedicated marketplace, and community hubs

Ford is launching FordPass this year, a rounded approach to changing the way people experience cars. From a concierge service to a dedicated marketplace to community hubs, Ford wants to turn its brand from a car label into an experience.

This coming April, FordPass will be available to car owners, Ford-owners or otherwise, for free. Just sign up for the service and you’ll immediately get access to a wide array of services, including a concierge service with a lot promise.

FordGuides are like GPS navigators-slash-butlers. They help you plan out your daily trips. They can explain the different routes you can take and they can book you parking spaces in advance. Ford clarifies that the role of the FordGuides: “The guides will be available free of charge. Their only job is to guide, serve and help solve mobility challenges—not to sell.”

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