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Ford Motor Company
Together with my team, we analyzed Ford Motor Company to investigate the major problems that the company was facing. We decided to focus on the changes in consumer behavior from long-term vehicle ownership to short-term vehicle ownership. Our solution for Ford Motor Company is a brand extension called FordNow. FordNow consists of three main parts: a car rental program for consumers and rideshare drivers, a special discounted rental program for rideshare drivers, a partnership with Uber named UberXFord, and an expansion of Ford-owned e-scooter brand Spin. The end users would access FordNow through a mobile application. We projected that this solution would help Ford Motor Company to enter the growing smart mobility market with high profitability. For more details, check out the full report.
Mobile Application UI
The FordNow mobile application user interface is created using Sketch with the APP logo being designed in Adobe Illustrator. It consists of the landing page, sign-up page, update information page, and the three components of FordNow. First is the car rental program for consumers with the selection of vehicles being Ford SUV and Truck&Van. If the users indicated as rideshare drivers, the users would be able to access the discounted rental program instead. On the UberXFord page, users would be able to book a Ford vehicle with a Uber driver. When the users click on the E-Scooter page, it would direct the users to download the Spin application.
Marketing Posters
The FordNow marketing posters are designed using Sketch. Each poster represented a different aspect of FordNow and targeted different audiences. All posters incorporated the slogan for FordNow, such as "Anytime. Anywhere." The first poster represents the overall FordNow and proposes to the mass market. The second poster represents the car rental program for consumers and thus targets the general users. The third poster represents the car rental program for rideshare drivers. The fourth poster represents the UberXFord program and proposes to the users who want to ride in a Ford vehicle with a Uber driver. The fifth poster represents the E-Scooter program and targets Gen Z and millennials.
Advertisement Video
The FordNow advertisement video is created using iMovie. The video displays all the features of FordNow and invites the viewers to download the FordNow mobile application. The purpose of this advertisement video is to introduce the launching of FordNow and build awareness. It aims to provide a clear understanding to viewers of what is FordNow.
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