With so many carmakers jumping on the bandwagon to offer their version of a rewards program, Ford didn’t want to be kept out of the loop. Ford owners can soon enjoy a rewards program similar to those provided by grocery stores and airlines, designed to increase loyalty of the brand and boost visits to the service center of dealerships.
Ford announced that they created a rewards program at the end of last year but didn’t provide any details. Currently, they have mapped out the details and talked about it last week at the National Auto Dealers Association meeting. While dealers were not required to join, all but four chose to opt into its new program.
How It Works
The rewards program allows customers to earn points via their FordPass application. Customers must download the smartphone application first. When they sign up, they get $210 in credits, which are good for service at the dealership of their preference. They can also earn future rewards, such as complimentary maintenance services and other actions (which have not been revealed as of yet).
Each service visit the customer completes also earns points. Those points can be used for future visits and services, but they can also be transferred to other dealerships. Along with such, Ford plans to cover the costs for any rewards, so dealerships don’t have to cover the bill themselves. This incentive is primarily why most dealers opted for the rewards program; they did not want to risk having to pay out-of-pocket expenses to cover maintenance and other ‘rewards’ offered through the program.
The primary goal of the program is to keep customers coming back to the dealership for routine maintenance, service, and repairs. More money is kept at the dealership, Ford makes more money, and they can expand and grow their business efficiently while keeping customers satisfied.