Ford selling more cars thanks to tech-savvy young buyers

Article by Christian Andrei, on November 29, 2010

Ford Motor Co. is selling more cars to tech-savvy consumers. This is being attributed to the Ford vehicles’ Sync and other telematics features. However, dealers require knowledgeable sales people who must devote more time teaching a buyer to operate the complex systems, resulting to the increase in dealers’ expenses.

Thus, Ford is finding ways to provide financial assistance for dealers' staff and retain sales experts. At a recent National Dealer Council meeting, Ford received complaints about the costs associated with the extra time and expertise it takes to deliver a vehicle, some sources say.

A dealer says that it takes an extra 30 to 40 minutes on delivery. Dealers say salespeople should be certified to sell Sync and such salespeople must have a solid understanding of smart phones and computers.

Developed with Microsoft Corp. and launched in 2007, Sync is a voice-activated system that controls the vehicle's audio system and provides wireless connections with smart phones and other mobile devices that drivers bring into the vehicle.

A lot of dealers may hold off commission-based pay in favor of salaries. Dealers may also raise compensation to cover the added duties and attract sales talent. Some dealers have even changed their pay programs. [via autonews - sub. required]

Topics: ford, sales, technology

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