Thursday, May 13, 2021
News Ford Planning Massive New Used Car Marketplace

Ford Planning Massive New Used Car Marketplace

Ford embracing the pre-owned game

  • Ford Blue Advantage would network inventory of all Ford dealers

  • Expected to launch in 2021


In a dealer meeting pep rally yesterday, Ford said that 2021 is “the year we have been building toward,” with high-importance launches like the Bronco and Bronco Sport as well as the new F-150. But there’s also a new digital marketplace aimed at selling more certified used vehicles that it wants Ford stores to be excited for.

It’s called Ford Blue Advantage, and the automaker calls it “an all-new used vehicle platform and brand,” and says it is “aimed at maximizing use of digital technology and the scale of its 3,100 dealers.”

What does that mean? Automotive News reports that the service will link the used inventory of every single Ford dealer, with guaranteed pricing and delivery offers. They will also have a new certified pre-owned product, but didn’t go into details. Ford says three million used Fords are sold every year, and Ford dealers see about a third of those. Executives want that share to be higher.

“We think using digital technology and the scale of our dealers, we’re going to capture a greater share of that business,” Ford U.S. marketing, sales, and service director Mark LaNeve said, AN reports. “The used-car part of the business is critically important to our dealers. It’s a huge source of their profitability.”

LaNeve suggested it would be the biggest place to find new Fords even from launch day, and that they should be able to find just about any model and colour combination you want. “If you want a 2015 Mustang convertible in canary yellow, we can probably find it.”

Ford said it would reveal more details about the new program, which we’re not sure will come to Canada, in the first quarter of next year.

 

 

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