Ford Faces Big Changes

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Ford Commercial Truck

Ford Commercial Vehicle Dealers Is Undergoing Complete Rebranding to Better Service Customers

New year, new Ford? As we cruise into 2017, the automaker has some pretty big changes underway. As first reported by Automotive News, Ford commercial vehicle dealers are receiving a full rebrand. But aside from the shiny new name – Ford Commercial Vehicle Centers – bigger changes are in the works as well.

Formerly known as Ford Business Preferred Networks, Ford’s industry leading commercial truck business is refocusing on the customer. To build on their segment dominance, Ford is extending business hours across 650 dealerships.

The extended hours aren’t the only effort to better serve commercial customers. New training covering sales, service, parts, and finance promises to enhance the customer experience. Ford commercial vehicle dealerships must also meet a series of new requirements. These include the stocking of minimum quantities of commercial vehicles and using a commercial tools ordering system.

“We felt compelled to step back and analyze our dealer network program in this space,” John Ruppert, Ford’s general manager of commercial vehicle sales and marketing, told Automotive News. “There was truly an opportunity to rebrand the network to be more descriptive of what this is all about.

Participating dealerships will also be rolling out special signing for the new program, which is already underway.

Ford’s commercial vehicle business enjoyed another strong year in the first half of 2016, rising 9.6 percent. Overall, Ford enjoys 30% of the commercial vehicle market. With an all new Super Duty and the success of the Transit van, their market dominance seems poised to continue.

Kudos to Ford for not resting on their laurels despite continued success. Much like they’ve done with bi-annual refreshes on vehicles like the F-150, Ford obviously isn’t getting complacent. A more knowledgeable and accessible staff will only strengthen their commercial vehicle business moving forward.



Brett Foote is a longtime contributor to Internet Brands’ Auto sites, including Chevrolet Forum, Rennlist, and Ford Truck Enthusiasts, among other sites.

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