By Kristopher Spencer
Ford Custom Accessories kiosk.
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DEARBORN, Nov. 5, 2007 -- Ford Motor Company launched an all-new point-of-purchase interactive kiosk for vehicle personalization at the Specialty Equipment Market Association (SEMA) show in Las Vegas.
The Custom Accessories display, rolling out in January to U.S. Ford and Lincoln-Mercury dealerships, is designed to sell Genuine Ford Accessories and Ford Licensed Accessories such as vehicle appearance enhancements, electronics and all-new chrome wheel options to customers who buy new cars.
"There's no better place to customize a vehicle than at the dealership at the time of purchase," said Kim Irwin, Ford Customer Service Division manager of Vehicle Personalization and Accessories. "It's convenient for customers, great for dealerships, and now it will be easier than ever before."
Custom Accessories features a selection of chrome wheels and electronics such as SYNC, interior lighting kits, HD radio and DVD headrests. More important, it has a touch screen display to show customers how wheels and body modifications will look on their vehicle before they make a purchase.
Irwin said 64 percent of customers prefer to purchase accessories at the dealership, in part because they can finance them as part of the vehicle package. Unlike aftermarket accessories, the Ford accessories add residual value and are warranty-covered. Moreover, they are installed without voiding the vehicle's warranty or jeopardizing its ride, handling or safety.
"This will allow Ford and Lincoln-Mercury dealers to conquest customers who, in the past, went elsewhere for customization," Irwin said.
According to a 2006 Consumer Reports study, 73 percent of U.S. consumers customize their "rides." The trend used to be limited to 78 percent of 18-to-34-year-olds, but the study also shows that 68 percent of 55-and-older consumers are customizing their vehicles.
The "make it mine" trend appears to be here to stay. According to SEMA estimates, sales of vehicle accessories hit $37.7 billion in 2006, up 37 percent from five years earlier. Ford projects 47 percent growth in its accessories business in 2008, based in part on the anticipated success of the new Custom Accessories kiosks.
"It's all about personalization these days," said Kirk Stump, owner of Dale Jarrett Ford in Indian Trail, N.C. "In years past customization was an afterthought or limited to the 'fast and furious' urban consumer, but now we have suburban moms coming in, asking to see custom wheels on their Expeditions. That never happened 18 months ago."
Stump, who serves on Ford's Dealer Accessories Council, said the dealers he knows are very excited about getting the Custom Accessories kiosk.
"The ability to have a customer put their choice of Ford wheels on their new car and see what their personalized vehicle will look like will make sales pop," said Stump.
The only other automaker that offers in-dealer vehicle personalization is Scion. Ford will one-up Toyota's youth-oriented brand by launching the industry's first complete online accessory showroom that allows U.S. and Canadian customers to spec their customized vehicle, order parts and -- starting in January -- schedule an installation appointment at their dealer of choice or have the parts home-delivered.
"This is a convenience that no other automaker offers," said Al Giombetti, Ford Customer Service Division executive director. "More than 70 percent of consumers shop for vehicles on the Internet. With Custom Accessories, they can easily personalize them online, ensuring their car or truck is custom-made, just like their favorite coffee."
Ford has dramatically increased its personalization product offerings during the past two years including body kits, chrome wheels and electronics. This included the launch of the "Accessorizer" tool, which allows visitors at www.fordaccessoriesstore.com to virtually build the car of their dreams by choosing parts from the vehicle personalization catalog. Since its launch in March 2006, the site has seen a 100 percent growth in traffic.
"Vehicle personalization offers tremendous growth potential for dealerships and for Ford Motor Company," said Irwin, who added that the Custom Accessories kiosk and Web site has the potential to serve markets around the world. "We want to go big with it."
Ford also is kicking off a multi-phase, full-line wheel program for the aftermarket in January. The first phase will include seven wheels across 14 vehicle lines; the second phase launches in summer 2008 and 15 additional wheels come in 2009. The wheels range in size from 18 to 22 inches, with even larger wheels possible in the future.
"By offering consumers more choices directly from Ford, we are able to better satisfy their personalization needs and help ensure their business stays with us," Giombetti said.