Ford is targeting young drivers with an added value tie-up with insurance provider Marmalade.

Until the end of June Ford dealers can offer young drivers a Ford Fiesta or Ford Ka on its Options two-year PCP finance plan with a telematics ‘black box’ fitted for free by Marmalade.

Ford will also contribute up to £1,450 towards the insuring the Fiesta or £1,110 towards insuring the Ka, providing the customer is on the Options PCP.

“This partnership not only makes new car ownership a more attainable option for 18-24 year olds, but it also helps young drivers gather experience and skills more safely while they are at their most vulnerable,” said a Ford spokesman.

 The black box monitors speed, acceleration, braking and cornering force and builds a profile of driver behaviour.  If the driving standard falls below an acceptable level, the driver is offered helpful advice and tips to improve.  Premium increases are introduced in steps should driving behaviour not improve over time, however Marmalade said 9 out of 10 of its young driver customers never experience this.

Drivers (and parents) have online access to the driving data which helps provide a forum for discussion, support and improvement.

Today, around one in fiveyoung drivers has an accident within the first six months on the road. However, just one in 17 drivers using the Marmalade scheme has an accident in the same period.  

The risk to young drivers is further reduced thanks to the latest active and passive safety systems fitted as standard to the latest Fiesta and Ka models. As standard Fiesta is fitted with Ford MyKey, a new technology that allows parents to limit top speed, encourage seatbelt use and control the volume of the integrated sound system.

The partnership aims to support Ford’s national free driver education programme for young people – Driving Skills for Life (DSFL).

Mark Ovenden, chairman and managing director, Ford of Britain said: ‘We’re committed to helping young people drive more safely on our roads. This insurance offer from Marmalade not only makes owning a brand new Ford more attainable, it brings with it all the advantages of the latest active and passive safety systems fitted as standard to our cars.”

Crispin Moger, Marmalade chief executive, said: “Ford is the ideal partner for us with its commitment to the safety of young drivers. We are passionate about keeping young drivers safe and thanks to our intelligent black box technology have a strong track record of doing so. This new partnership will provide many more young people with a safe and affordable means to get on the road in great Ford cars.”