In Brief

The auto dealer's Ready.Shop.Go service gives shoppers new tools to cut their time spent at car dealerships

Online shopping has become a popular alternative to time-consuming dealership visits. The freedom to browse from home or really anywhere is good for shoppers but not so great for dealers. Some statistics in Ford’s 2017 Trend Book show 63% of surveyed people ages 18-29 and 57% of those ages 30-44 consider themselves more impatient than they used to be, increasingly rejecting the drawn-out traditional dealership shopping, negotiating and buying process. As a response to this trend, Ford has introduced a new online vehicle-shopping experience, Ready.Shop.Go.

The service extends new buying features to online shoppers: People are now able to search inventory, check pricing and incentives, schedule a test drive, estimate their trade-in value, apply for financing and lock in a deal for 48 hours. There’s also the ability to establish a single contact and preferred method of communication with a specific dealership. Pricing transparency is created by encouraging dealers to post final vehicle prices including taxes and fees.

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Buyers then only need to visit the dealership to sign paperwork and get their keys. In the future, Ford is proposing customers could remotely review and digitally sign contracts through Ford Credit. New vehicles could potentially be delivered to customer’s homes, eliminating a dealership visit altogether.

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From a physical retailing perspective, Ready.Shop.Go. could transform many dealerships into inventory holding and service sites. The showroom component could relocate to retail centers and become more about a brand experience.

Ford

Online shopping has become a popular alternative to time-consuming dealership visits. The freedom to browse from home or really anywhere is good for shoppers but not so great for dealers. Some statistics in Ford’s 2017 Trend Book show 63% of surveyed people ages 18-29 and 57% of those ages 30-44 consider themselves more impatient than they used to be, increasingly rejecting the drawn-out traditional dealership shopping, negotiating and buying process. As a response to this trend, Ford has introduced a new online vehicle-shopping experience, Ready.Shop.Go.