Does complex in-car technology make your head spin? Ford Motor Company thinks they have found a way for you to master the features in their vehicles. More than 100 short how-to videos, called “video snacks,” are supposed to help Ford owners become more familiar with the features their new car offers.
According to a Ford press release, the video snacks are a part of a new Vehicle Orientation program that starts this week in Ford dealerships nationwide. At the end of the car-buying process, customers go over a list of features in their new vehicle that they’d like to learn about with their salesperson. That list is then emailed to the customer with links to video snacks that they can watch any time at Fordowner.com. The video snacks are also available on YouTube at Ford’s Know Your Vehicle channel.
"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 that they can fully enjoy all the benefits their vehicle has to offer them."
In an interview with Ford’s employee site, @Ford Online, Laura Fraga, manager, Marketing Communications, Ford Customer Service Division (FCSD), says, “Despite the fact that we are leaders in in-vehicle technology, our quality scores seem to indicate that many times people just either don’t know a feature exists or they don’t know how to use it.”
One of the features widely criticized is Ford’s infotainment system, MyFord Touch. The most recent 2012 U.S. Initial Quality Study, which looks at problems new owners have faced within 90 days of their new-vehicle purchase, found that owner complaints regarding hands-free communication systems have increased 137 percent over the last four years. In the 2010 survey, Ford ranked fifth in this study, and in the 2012 study Ford is struggling at 27 out of 34 automotive bands.
What do you think? Would you use videos to learn about your new car's features, or would you prefer to figure it out on your own?"
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