[NAIAS 2016] FordPass reimagines and redefines customer experience

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“Mobility” is a big buzzword amongst automakers today. It is especially important for Ford as it transforms itself from being “just an auto company.” To show how serious it’s taking mobility and customer experience, it took the wraps off a new platform called FordPass, at NAIAS 2016 today.


What’s FordPass?

FordPass is part of Ford Smart Mobility – Ford’s all-encompassing strategy in connectivity, mobility, autonomous vehicles, customer experience, data and analytics.

Think of FordPass as a connector between Ford and its customers. And the great thing is, you don’t even need to own a Ford car. The platform wants to do for car owners, what iTunes did for music fans.

In a nutshell, FordPass consists of four main pillars: FordPass MarketPlace, FordHubs, FordGuides and FordPass Perks.


Mark Fields, Ford CEO, introduces FordPass. Image credit: Ford

FordPass Marketplace

FordPass Marketplace is a one-stop mobility marketplace that offers a range of solutions to help you move around more easily. Ford is working with other platforms like ParkWhiz and Parkopedia to help you find and pay for parking more easily.

With FlightCar, it lets you conveniently share or borrow a vehicle when you travel. In the near future, it will be the handy tool for ride-sharing, car sharing and more.

These services can be paid through FordPay, Ford’s virtual wallet.

Additionally, FordPass will let you access your vehicle features from your smartphone. You will be able to remote start, lock/unlock and access vehicle health information at your fingertips. You’ll obviously need a Ford vehicle equipped with SYNC Connect to be able to access some of these vehicle features.


Image credit: Ford


FordGuides is a free service to help you make the most of the FordPass platform. It won’t just help you with navigation or roadside assistance, but also help you with any mobility issues you may face. Think of FordGuides as your personal assistant, accessible directly from the app. Ford hasn’t elaborated on whether the service is offered round the clock.

FordPass Perks

FordPass Perks is essentially a rewards/loyalty program for members. It will give you exclusive access to merchandise and experiences. Kind of like MaxisONE Elite Club. For starters, Ford has collaborated with 7-Eleven and McDonald’s.



FordHubs are essentially innovation experience centres, where you can experience Ford’s latest innovations. Ford will be rolling out FordHubs in New York, London, Shanghai and San Francisco, starting with New York’s Westfield World Trade Centre.

When is FordPass available?

FordPass launches in Spring in the US and Canada, and will roll out in other markets including Europe, China and Brazil later this year. No word on Malaysian availability just yet. Get more information from MyFordPass.com.

Watch this “Day in the life” video:

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Follow the official hashtag #FordNAIAS.

Stay tuned for more 🙂

Disclaimer: Ford Motor Company paid for my travel and accommodations at a three-day NAIAS Digital Summit. I was not compensated in any other manner for my time. My opinions posted here are my own.

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