COLOGNE, Germany - Ford dealerships in Spain, Italy, Germany, Portugal and France staged successful Technology Days for women earlier this month. The aim was to improve female consumer perceptions of dealerships.
Supporting International Women’s Day, the 18 participating dealerships organised briefing sessions on key Ford technologies like City Stop and Active Park Assist.
Each of the national events was supported by digital media promotions and attracted wide Press coverage. In total, some 600 women took part in the Ford initiative.
Seven dealerships in Spain participated, teaming up with a local breast cancer awareness organisation. In total, more than 300 women took the opportunity to find out more about Ford vehicles and their technologies.
Portuguese dealerships also teamed up with a local breast cancer organisation. Six dealerships took part, staging an exhibition about Ford’s history, alongside the technology briefing sessions. More than 80 women attended one of the sessions.
In Italy, three dealerships participated, staging technology demonstrations and, in cooperation with Elle magazine, a Fashion Experience. Some 170 women visited the dealerships and 55 requested test drives.
Dealers in Germany and France staged similar technology briefings and took the opportunity to showcase Ford’s extensive range of new models.
The initiative follows the findings of a survey carried out by Ford in Germany and the UK which revealed there were opportunities to improve women’s perception of dealerships across the industry.
The survey reported that half of women said they felt patronised by sales staff, while one-fifth was overwhelmed by the technology in today’s cars.