Ford Video Snacks Aim To Take Confusion Out of Technology


  • Ford Video Snacks Picture

    Ford Video Snacks Picture

    Ford will introduce "video snacks" this week as an easy way for consumers to learn about vehicle features. | April 15, 2013

Just the Facts:
  • In an effort to take the confusion out of new technology, Ford is introducing "video snacks," short videos that explain how to use vehicle features like MyKey and blind spot mirrors.
  • Consumers get an e-mailed checklist from their Ford dealer with links to the online videos.
  • Ford plans to post 100 videos that explain vehicle features.

DEARBORN, Michigan — In an effort to take the confusion out of new technology, Ford is introducing "video snacks," short videos that explain how to use vehicle features like MyKey and blind spot mirrors.

Consumers get an e-mailed checklist from their Ford dealer with links to the online videos.

Ford plans to post 100 videos that explain vehicle features. The videos are designed to let customers learn at their own pace. Previously, salespeople at dealerships would go through a features checklist with buyers, a process that was often time-consuming. The automaker said it wants to "simplify and enhance the sales experience."

"We know that just because a cool feature is available doesn't necessarily mean it is being recognized or used by the consumer," said Andrew Ashman, Ford and Lincoln consumer experience manager. "Our goal is to simplify and enhance the sales experience by providing customers with the resources they need when they need them so they can fully enjoy all the benefits their vehicle has to offer them."

Ford said it reviewed customer research 30 to 90 days after purchase and looked at what vehicle owners were posting on forums to find which technologies they were most interested in.

"One example is Ford MyKey system, which allows parents to create a customizable key with specific driving settings, including speed limit control, for greater safety for teen drivers," the automaker said.

Edmunds says: Sounds like a sensible approach for time-crunched consumers who don't want to sit still at a dealership for a lengthy tutorial.

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