Ford’s latest app, FordPass, is aimed at positioning the automaker as a mobility company by providing services to all drivers.
The new app will be released in April and will help drivers find parking spots, pay for parking, find a ridesharing program and provide direction assistance. The app will be available to all drivers for free, not just Ford owners. Ford’s goal for an open app is to keep the brand top of mind for current and potential buyers by aiding with everyday mobility challenges and fostering a deeper connection. Ford owners will have additional app features like the ability to schedule service appointments, remote start, vehicle locator, fluid level review and the ability to lock and unlock their car through the app. The app also has a loyalty component and will offer perks to all drivers from their partners like 7-Eleven.
Ford’s challenge will be getting consumers to adopt a branded app into their everyday routine, something many brands have struggled with in the past. However, Ford has studied successful examples like Nike and if they can provide a great user experience that is valuable, consumers may get hooked.