Industry: Automobile

About the company

Ford is a universal brand name (Figure 8.1). In case you have not heard about this iconic brand, let us first introduce the company.

Figure 8.1: Ford Company Logo (https://corporate.ford.com/home.html, copyright © 2020 Ford Motor Company)

Ford Motor Company, commonly referred to as Ford, is one of the most iconic and influential automakers in the world. Founded by Henry Ford in 1903, the company has played a pivotal role in revolutionizing the automotive industry. Ford is credited with introducing the assembly line production method, which significantly increased efficiency and lowered production costs, making automobiles more accessible to the general public. This innovation culminated in the mass production of the Model T, an affordable and reliable car that became a symbol of the American automotive revolution. Over the years, Ford has continued to innovate and produce a diverse range of vehicles, including trucks, SUVs, and electric vehicles, maintaining its status as a global leader in the automotive market.

Ford, although known for its big SUVs and powerful engines, has recently started making electric vehicles. Ford Mustang Mach-E, an all-electric SUV, blends the iconic Mustang name with the innovation of electric mobility, offering impressive performance and long-range driving capability. Another recent introduction is the Ford F-150 Lightning, an all-electric version of the popular F-150 pickup truck, which was unveiled in 2021.

Customer experience is important for Ford to maintain the status of the brand. Every touchpoint with the customer is crucial. From the inquiry stage to the final delivery of the vehicle, Ford wants to provide an exceptional customer experience. Recent changes in the automobile industry dynamics have further fueled the need for a superior customer experience.

To provide that, Ford decided to invest in the Salesforce Data Cloud to meet the growing customer expectations.