Monday, August 01, 2022
Rethinking The Business
Ford Motor, as are all vehicle manufacturers, is rethinking its business as it changes over to electric vehicles. What it doesn't know yet is whether the public will go along with its proposed shifts. That will happen when its EVs start to ship and dealers take delivery. Ford has to negotiate major changes in how it markets from freezing body styles of its cars for several years to shifting engineering from sheet metal to software. Its dealers will need to change from selling vehicles to servicing them, a less profitable outcome since battery-driven cars need less maintenance. All important in this revolutionary change will be messaging. Ford's marketers and PR practitioners are almost certainly conducting focus groups and surveys already with Ford owners. They haven't much time to refine words and imagery they will use in just three and half years. It's a challenging and exciting time to be in the car business.
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