So long, auto salesperson: Ford now lets shoppers buy online

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There are two things car-shoppers hate:

1. Haggling with salespeople, and

2. Waiting to drive off in their new car once the deal has been sealed.

Ford has finally gotten the message, and today, the automaker’s Ready.Shop.Go. service launches in the Midwest. It’ll roll out to the rest of America by the end of the year.

Ready.Shop.Go. lets you browse inventory, check your trade-in value, lock in pricing, secure a loan, and select a point of contact at the dealership where you’ll pick up your new ride. Here’s a snippet from Ford’s press release:

The numbers don’t lie: people are becoming more and more impatient. Accordingly, demand for convenient, time-saving digital services is growing, and most consumers now consider surfing the internet a productive use of time.

These are some of the trends driving Ford’s decision to launch Ready.Shop.Go. – a flexible, transparent online car-shopping experience that allows customers to search inventory, view pricing and incentives, lock in a deal for 48 hours (subject to vehicle availability), apply for financing, estimate trade-in values and schedule a test drive before ever setting foot in a showroom. The result: less time spent at dealerships and more time hitting the open road.

“Our customers are busy people, whether with daily work demands or spending time with their families. Quality time is scarce and downtime is even more so,” said Mark LaNeve, vice president, U.S. Marketing, Sales and Service. “Ready.Shop.Go. allows them to find the perfect vehicle online, spend significantly less time at the dealership and drive away with their new ride sooner.”

It’s all about time. According to the Looking Further with Ford 2017 Trends book, 57 percent of people ages 30-44 find they are more impatient today than they were in the past. For ages 18-29, that percentage is even higher – 63 percent. Throw in the fact that 54 percent of those surveyed consider surfing the internet a productive use of time, and it becomes clear why tools like Ready.Shop.Go. that help consumers tackle their to-do’s efficiently are must-haves.


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