The Ford Mustang won’t launch in Australia until the end of 2015, but the company’s new online dealer-focused pre-ordering system has already logged about 1200 customer orders, 600 of whom have laid down deposits.
In response to what it calls unprecedented pre-interest in one of its cars — Ford has received about 15,000 requests from interested consumers so far — the company’s local arm set up a company-first pre-ordering website for its dealers.
The system is accessible to registered Ford Australia dealers, numbering around 200. Prospective Mustang buyers note their preferences including colour, transmission, engine and body style (coupe or convertible), helping the network better forecast and meet demand.
This interesting corporate update comes as Ford also works hard to change the customer experience it provides to buyers and returning service customers. Ford hopes its new dealer experience will help turn around some areas where it has received negative feedback.
“The system allows dealer staff at over 200 dealerships around the country to capture details of customers looking to purchase the new Mustang,” the company said.
“Given Mustang’s role as a halo vehicle, the site will also help dealers identify customers who may have been drawn by the new car but are more likely to choose among Ford’s array of other new products.”
“…The Mustang is giving people a new reason to think about Ford and, a truly exciting opportunity to show Australians the future of our brand,” Ford Australia president and CEO Bob Graziano said.
“We realise many people who are drawn to us by Mustang may choose a Ford vehicle in a different segment, giving us a great chance to show them our exciting new line-up of stylish, innovative products.”
As we’ve reported, Ford Australia sales need a bounce, with its sales down 8.2 per cent this year, though the Kuga and Ranger are both selling in significantly higher numbers than in 2013. The company spoke to use recently on how it plans to turn this around.