DEARBORN, Mich. — Ford Motor Co. announced the launch of Ready.Shop.Go., a new website designed to create a “flexible, transparent” online car-shopping experience that allows customers to search inventory, view pricing and incentives, lock in a deal for 48 hours (subject to vehicle availability), apply for financing, estimate trade-in values and schedule a test drive before ever setting foot in a showroom.
The result, said Mark LaNeve, Ford’s vice president of U.S. marketing, sales, and service, is less time spent at dealerships and more time hitting the open road.
“Our customers are busy people, whether with daily work demands or spending time with their families. Quality time is scarce and downtime is even more so,” LaNeve said. “Ready.Shop.Go. allows them to find the perfect vehicle online, spend significantly less time at the dealership and drive away with their new ride sooner.”
Ready.Shop.Go. is launching in several Midwestern states this month ahead of becoming available throughout the country by the end of 2018. The platform allows participating dealers to set vehicle pricing, including taxes and fees, and offers personalized incentives, customized finance and lease options, online credit application through Ford Credit, and more.
Future iterations will include customizable purchase and lease options powered by AutoFi, and customers also will be able to remotely review and digitally execute contracts with Ford Credit in the future, all according to the announcement.
“As we worked with our dealers to develop Ready.Shop.Go., it was important to make sure the experience benefited both our customers and our dealers,” LaNeve said. “This experience delivers the functionality and flexibility customers need to select a vehicle at their preferred dealership, then apply for financing before ever stepping into a showroom, saving both customers and dealers valuable time.”
Chad Secrest, general manager of Germain Ford in Columbus, Ohio, was involved in the pilot program for the innovative new shopping experience. He described Ready.Shop.Go. as a “game-changer.”
“It’s a great program — a great way for customers to save time and build trust with a dealership,” said Secrest. “They know going in they’ve secured a good deal from researching online and establishing a relationship with their dealer contact.”