As 2015 F-150 Approaches, Ford Dealers Invest in Education
Salesperson Training and Customer Test Drives Scheduled
In anticipation for the arrival of the 2015 Ford F-150, dealers are educating themselves and their customers about the aluminum-bodied truck. According to a report in the Detroit Free Press, dealers have been training sales consultants, purchasing interactive display screens for their showrooms, and scheduling consumer test drives before the truck goes on sale.
Trainers have already visited five cities, with 21 more to go before mid-December, to educate an estimated 11,000 dealership sales consultants. The trucks may require some adjustment for many pickup buyers, due to the F-150’s unique construction and engine lineup, including a comparatively small but powerful 2.7L EcoBoost V-6.
However, Ford is pleasantly surprised that most potential customers recognize the benefits of the lighter, aluminum F-150. Speaking to the Detroit Free Press, Doug Scott, Ford group marketing manager for trucks, said that people are more educated about aluminum than Ford originally thought. This allows the manufacturer to focus more on the capability and efficiency gains of the new F-150 in its conventional advertising, rather than debunking myths about aluminum.
For those who are still skeptical, Ford dealers hope a new showroom display, called “Truth about Trucks,” will change their minds. The display features a 32-inch interactive touchscreen that will allow customers to dive into many technical features and advantages of the F-150, in addition to having a configure-and-price tool built in. The Detroit Free Press reports that about 1900 dealers have already invested in the display.
Curious potential customers will be able to drive the new F-150 as well. Select dealers will have the truck available for scheduled demonstration drives before it goes on sale at the end of 2014.
Source: Detroit Free Press