Reinventing Car Ownership

Once cars are sold, there's almost no customer engagement for the next eight years of ownership. That's eight years of miss chances to create a repeat-purchasing, social-media-gushing army of advocates.

VMLY&R and GTB rethought the entire ownership experience — starting before you even on your car. We gave Ford the ability to start and continue a conversation with their owners. This includes Remote Vehicle Setup — a first-of-its-kind experience that allows owners to ping their vehicles about likes, dislikes, and preconfigure all their preferences, starting before the car is even delivered.

Suddenly, instead of only a handful of interactions with Ford — owners interacted with their cars, and the brand, tens of thousands of times during the year.

• Nearly 100% of Tesla's lost market share went to Ford
• Industry standard for order cancellations: 25% didn't cancel with Ford
• More than 600 million digital interactions