Ford has redesigned its US consumer web site for Ford Division cars and trucks,
www.Fordvehicles.com. The new site offers
easier access to in-depth vehicle information to help buyers conduct research
before purchasing a vehicle.
A new feature, the comparison module, created by Autoweb, a consumer automotive
internet service, allows consumers to accurately compare Ford vehicles to rivals.
Ford claims to be the first major automotive manufacturer to offer this feature.
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“After extensive research, we found that consumers wanted more comparison
tools while shopping online,” said Trisha Habucke, Ford Division internet
co-ordinator.
“We find the comparison module is an excellent mechanism to display our
vehicles and their advantages in an unbiased way.”
Using the comparison feature, site visitors can select a vehicle and the site
will automatically list its competition. Once the rival is selected, shoppers
are given detailed text descriptions and photos of both vehicles, listed side
by side. The site lists standard features, safety information, options and specifications
on both vehicles. Competitive pricing, financing and warranty information are
also listed.
Shoppers can view interior and exterior features and chose the paint with a
colour selector. Vehicles can be viewed in 360-degree picture format and a photo
gallery is available for additional images.
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By GlobalData“With our new design we incorporated new technologies that deliver more
visually exciting content,” said Habucke.
Shoppers can also get to any vehicle page from any page within the site. Page
delivery is faster and the site features a new design with reorganised content.
Navigation is more consistent with clear labels, legible type, directions for
hidden functions and shortened download time.
Ford says that the vehicles people drive are a reflection of their lifestyles
and offers site shoppers a vehicle/lifestyle connection called “No Boundaries-Ford
Outfitters” which appeals to the adventurous lifestyles of SUV buyers.
When visiting a lifestyle page like “Outfitters,” shoppers find a
list of destinations with outdoor activities that fit their lifestyles.
More new site features include “Watch the Show” (brand movies with
brand and feature explanations of individual vehicles), Ask Jeeves, a site-wide
search function, special vehicle team and concept vehicle team information and
details of future sponsored events.
After the most extensive consumer research for redesign ever commissioned by
a major automotive manufacturer to evaluate a web site, Ford and its advertising
agency, J Walter Thompson found that the site tested strongly. Research was
conducted in the spring of 2000, and 210 test participants gave the new site
extremely high ratings for complete content.
Contributing companies include CoolFire Interactive (providing the vehicle
incentives database), MotorCity Digital (providing the flash technology), and
Trilogy (configuring the buyer connection with the vehicle).
