Standards have been softened, but Ford wants dealers to improve their retail environments in return.
Project 50 moves into a new phase this year tackling ‘non visible’ costs such as administration and process. According to one Ford retailer, it has been so successful that Ford is renaming the concept Project 100.
Roelant de Waard, Ford of Britain chairman and managing director, says: “Last year we looked at standards, now its admin and processes such as ordering and warranty claims.”
He adds: “We have taken out a number of standards that were non-essential but we want a common face and Ford positioning. We will emphasize some standards more, particularly in the showroom to improve the retail environment.”
De Waard is keen to look at best practice from high street businesses who he believes are better at keeping in touch with consumers and who provide better retail environments.
“We have to monitor what is contemporary retail,” he says. “The high street is good at customer follow up and cross-selling.
“Customers want to be followed up but dealers are not doing this. We expect more from them.”