Speaking at the Chicago Auto Show, Ford Vice President of Global Marketing Jim Farley stated that Ford doesn’t think of itself as only an auto company, but rather a “technology company”.
Two points hold a candle to Farley’s statement. First is Ford’s decision to use Facebook to introduce the new Explorer and start a conversation with consumers about the vehicle. One of the topics brought up by Ford was how the Explorer should be marketed. Farley said the response from people was to focus more on “unscripted” style and not on fuel economy or storage space.
The former Toyota executive also points to Ford’s commitment to integrate technology into the driving experience with SYNC as well as using internet connectivity to provide information, navigation, and entertainment.
Taking the technology company identity further, Farley mentioned that if customers have a question about their car, a model similar to Apple’s Genius Bar or Best Buy’s Geek Squad could be used to help answer questions and concerns. Interesting stuff, huh? We’d call it innovation at its finest — even though there’s not much “ground breaking” material on the surface.