Ford Motor Co. in Dearborn has started Ford University, a new digital and video-based training program for its 3,000 dealers and their 164,000 employees nationwide.
Ford University is the automaker’s response to the changing automotive landscape with the adoption of electrification and software defined vehicles. The program is designed to make dealers product specialists for customers.
“Customers want the shopping experience to be as transparent and simple as purchasing any other product, seeking specialized support on the latest vehicle technologies,” says Abby Vietor, global director of dealer training and productivity at Ford. “Meanwhile, many dealers have expressed the challenge of managing the swift pace of new products and technology developments.”
Vietor joined Ford last year with the goal of reimagining the customer purchase experience.
Ford University is comprised of a team of video producers, content creators, and training specialists dedicated to creating content that reinforces complex topics and information. This is designed to help ensure dealers are not just salespeople, but trusted advisors equipped with stories, insights, and the knowledge needed to make genuine connections with customers.
“Utilizing spaced reinforcement, we’re helping to capitalize on those opportunities helping dealer employees retain what they learn and can apply it effectively in their interactions with customers using a teach, show, practice, reinforce framework,” Vietor says.
The Ford University platform is accessible anytime and anywhere. It features a personalized, data-driven dashboard for each dealer employee, gamified learning experiences, 24/7 on-demand AI-supported virtual coaching, and a cinematic-style content library.
Ford started rolling out Ford University to its U.S. dealers Wednesday, with plans to expand further.
“This platform represents our commitment to providing customers with the even more knowledgeable and skilled dealers, enhancing the value of every customer experience,” Vietor says. “I’m excited for the positive changes Ford University will bring to our customers and dealers alike. It’s a win-win for everyone.”
To view a video about Ford University, visit here.
