Home » Ford CEO Mark Fields Keynote at MWC 2016 (Full Transcript)

Ford CEO Mark Fields Keynote at MWC 2016 (Full Transcript)

[Video Presentation]

So FordPass reimagines the entire customer experience and aims to do for the auto industry what iTunes did for the music industry. And think about FordPass as a digital, physical and personal mobility experience platform that includes four main parts: a Marketplace of mobility solutions, FordGuides who are always there to help, Appreciation where members are rewarded for their loyalty, and FordHubs where customers can experience our latest innovations. And we’re introducing FordPass in the UK and Germany and France later this year. Importantly anyone can become a member for free whether you own a Ford or not. Just by registering online. And like other platforms, FordPass will continuously grow and evolve and improve each year.

And today we’re pleased to share details of our first offerings here in Europe starting with marketplace. We’re announcing a new partnership with Mobile City for parking. We’re also announcing that in Germany — Europe’s largest car sharing market – that we’re strengthening our partnership with the car sharing company Flinkster.

The second element of FordPass is FordGuides. These are real people who provide real-time mobility solutions, 24/7, including reserving and paying for your parking ahead of time. And the guides are available free of charge and their only job is to serve, guide and solve and not to sell.

Moving on to Appreciation. We’re partnering with McDonald’s and 7-Eleven to provide FordPass members access to merchandise and unique experiences as rewards for parking, interacting with one of our Guides or paying for vehicle service at one of our dealerships. And today we’re announcing a new FordPass partner – BP.

So think about this, imagine a future where FordPass directs you to stop by a BP station near you because it knows that you’re running low on fuel and imagine that you never have to pull out your wallet when you fill up at a BP station. Because as a FordPass member you can fuel and pay for your gas through FordPass, while at the same time earning appreciation points that can later be redeemed for fuel or drink or some food. And we’re not just imagining this. These are the kind of opportunities that we’re pursuing with our partners for FordPass members.

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And, finally, the Hubs. We are launching four Hubs around the world, including one in London. Now inside a Hub, you’ll be able to explore Ford’s latest innovations, learn about our mobility solutions and experience exclusive events. So from a customer standpoint great experiences like those that will be delivering with FordPass lead to long-term relationships. And from a business standpoint, well, it’ll drive greater loyalty, it’ll bring new customers into Ford and also accelerate Ford in becoming a serious player in mobility services.

And as we look into that future, it’s clear that we’re on the cusp of a mobility revolution. And I have to tell you the entire Ford team is committed to expanding as both an auto and mobility company. And we’re absolutely committed to providing great products and great experiences and we’re committed to making people’s lives better by changing the way the world moves just like our founder did 113 years ago, today.

Thank you very much.


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