FordPass offers a range of services and useful tools that are part of the “Ford Smart Mobility” program. This ground-breaking program was launched by Ford in an attempt to do for the automotive industry, what Apple’s iTunes did for smartphones & the music industry.
A Step in the Future
The FordPass program was developed to take cars to the next level in connectivity & mobility, and hopefully keep Ford “future-proof”. Now, automakers develop and launch new cars & software all the time, but the FordPass program has initiated the company’s evolution from a regular automaker, to a mobility company, giving Ford a much-needed competitive edge to stay ahead of the game. And unlike GM, they did not need a bailout and do not owe the US tax payer billions of dollars.
Adapting for the Future
Ford Motors launched the FordPass program as it believes that it can be the key to unlocking the next generation of car-driver interactions. The app aims to service customers on a 24x7 basis, every day, instead of the annual or half-annual interactions that the company makes during servicing and other repairs. The whole point of this program is to be more in touch with customers, providing them with instant answers to their questions and real-time feedback to their actions as drivers.
Real-time Analytics
The app will also allow Ford to get analytics from car owners regarding performance and maintenance. Ford has a lot riding on this program, and hopes that it will help improve the overall Ford ownership experience. Available only to Ford drivers at the moment, Ford will also soon be launching the app for non-Ford vehicle owners. The FordPass program has officially turned the company into a mobility & convenience provider, allowing the company to become a part of drivers’ daily lives.
Phased launch
Ford also announced that it would like its program to expand into other services such as car-sharing, car-pooling, etc. But for now, the company is turning heads with its FordGuides - FordPass’s personal mobility assistants, real people that are on-call to sort out mobility issues. Depending on the car and its features, Ford also claims that its app can be used for things such as automated car starts, calling for roadside assistance, locating and paying for parking, and a host of other activities.
Competitive Edge
With the increasingly changing landscape in the automotive industry, car sales are at their lowest ever, with the so-called centennials showing a reduced interest in vehicle ownership. But the advent of FordPass hopes to give the auto industry that personalize touch of technology that will help the company connect with younger, more energetic car buyers.
Just the Beginning
Ford has made several technology-based announcements at the very beginning of this year, indicative of the company’s perceived transformation in to a full-fledged mobility company. Most of these announcements came on the heels of General Motors announcement of a shared ride hailing service. Ford’s move will usher it into a new era, where manufacturing and selling cars will no longer be their main source of revenue.