European Ford customization program a massive hit

Article by Christian Andrei, on August 29, 2010

Capitalizing on the European buyers' inclination towards customizing their rides, Ford's highly personalized accessory program is now getting a revamp.

The service caters to the Mondeo, Focus, Galaxy, Ka, Fiesta, S-MAX, and Kuga models. Executives in Europe have reported a high take rate for the brand's top echelon Ghia and Titanium trim levels.

Oval Blue records reveal that a third of all new Focus buyers have opted for the interior and exterior packs, while Mondeo and S-Max customers have checked off the option box in 55% and 60% of new buys, respectively.

For the interior, options are available for color, texture, and pattern choices. Exterior arrangements can include aerodynamic enhancements, unique paintjobs, and sticker packs.

You can also opt for the 'Individual' label of accessories that brings features not usually associated with the vehicle in question.

Ford said that its leather factories are producing at full speed to keep up with demand. Approximately 45,000 consumers have bought into the program that includes 'Luxury' and 'Lifestyle' categories.

Now there are calls for Ford to bring its highly personalized accessory program to the US as well, do you think it would reap as much, if not more, success?

Topics: ford, europe

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