Rethink What Service Should Be; Ford Launches New Consumer Experience Initiatives



  • New look, new experience: Comprehensive consumer experience initiatives ushered in alongside new creative approach to Ford brand
  • Ford launches new service offerings, such as the Service Loan car program, Extended Roadside Assistance, Ford MapCare and Vehicle Report Cards


Auckland, NEW ZEALAND, 22 February 2017 – On the back of record growth in 2016, Ford New Zealand is continuing its drive for innovation across the business with the launch of its most comprehensive consumer experience initiatives in its history.

Ford New Zealand and its dealer network are launching a raft of new customer service initiatives that focus on the ownership experience and are all designed to make New Zealanders rethink what service should be.

Managing Director Simon Rutherford explains that when it comes to Ford customer service, the Company had to look beyond the automotive industry for benchmarks.

“Working globally and locally with all of our dealers, we’ve taken a long look at our business from a consumer’s viewpoint and are accelerating implementation of a suite of consumer focused initiatives across at multiple touch points,” said Simon Rutherford, Managing Director Ford New Zealand.

“With customer service, the reality is we do not compete with just other automotive brands. In a customer’s eyes, we’re compared with every experience or interaction they have as a consumer; be it a hotel, an online shop, an airline or their favourite café.”

“To that end, we looked at customer service leaders in a variety of industries for lessons and best practice when developing our new consumer experience initiatives” added Rutherford.

Ushering in the new initiatives is a new look for the Ford brand that will span across dealerships and all Ford communications. The striking new creative approach has been launched in the US and was also recently unveiled in Australia. With New Zealand now adopting the look and feel, the brand will become globally aligned.

Ford General Marketing Manager, Cameron Thomas, says the later timing of the New Zealand launch of the new creative approach was held to coincide with the larger consumer experience initiatives.

“The new look and feel of Ford backed with the launch of major consumer service initiatives at dealerships around the country, invites people to not only rethink the Ford brand but also their Ford experience,” said Thomas. “Launching it together sends a very clear signal that Ford is changing the way we do business and improving the Ford customer experience.”

Ford’s new customer service initiatives are available to eligible customers at participating Ford dealers and include;


Extended Roadside Assistance1

Receive 12 months extended roadside assistance with every standard service – even after the completion of the standard 3 year roadside assistance.


Loan Cars2

Customers booking in their Ford in for any scheduled service, will also now be able to book a late model Ford loan car. Ford will offer its customers service loan cars with every scheduled service beginning this month, as the company continues to make major investments to transform its dealership experience and make it easier for customers to buy and service vehicles.


Ford MapCare3

As part of a regular annual service at a Ford dealer, Ford customers with SYNC2 will receive free updated SATNAV maps as part of the service.

Ford Vehicle Report Card Customers will be able to more easily understand more about the condition of their vehicle thanks to an easy to follow one page report. A vehicle report card, provided free with each service, keeps the customer up to date with the condition of key maintenance items like brakes, tyres and the vehicle’s battery, and provides transparency on cost and required repairs.

“This is an exciting time to be at Ford,” said Rutherford, “ In 2016 we had many new-to-Ford customers taking delivery of a new vehicle and we want them and our existing loyal owners to have an even better experience that also represents tangible value to them. We are focused on not only delivering great products but also making our customers’ lives better and easier throughout their sales and ownership experience.”