Ford has issued more recalls than any other automaker so far this year, creating a cascade of logistical and customer experience-based challenges for dealers.
"All you can do is laugh to keep from crying," Parker Jones, general manager at Jones Ford Verde Valley, told Daily Dealer Live hosts Sam D'Arc and Uli de' Martino. "It's nonstop. The text messages roll in from Ford on a daily basis."
"A lot of the recalls that are coming out are from the semiconductor shortage era, from the COVID era, early 2020s," Jones explained. "The ones that really grind us are the delivery holds and the fresh inventory that we have sitting on our lots that is just kind of waiting for an opportunity."
Jones' advice: "Endure it."
Despite the constant recall notifications, Ford is still number one in truck brand loyalty at 66.6%, per J.D. Power.
And Jones is also exploring more ways to inspire long-term customer loyalty. 90 days ago, he launched a mobile service program that specifically targets fleet customers.
"Right now we're killing bugs with one big mobile service van... what we've really focused on is fleet accounts. There's minimized downtime with trying to be able to take the van to one location and perform service on five or six or more vehicles in one fell swoop," he explained.
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Essentially, mobile service is "from the Ford side, a differentiator. It's something that we're going to be able to provide that isn't necessarily ubiquitous in the marketplace right now," Jones said. "It goes a long way towards elevating the perception of Ford as not just farmers and F-150s. It's cutting edge. It's progressive."
Ford's funding support makes the program economically viable for dealers willing to invest in the infrastructure.
Why it matters: Instead of customers delaying or neglecting recall service visits, mobile service delivers convenience that builds loyalty during what could be frustrating experiences.
"Ford is trying to develop new ways to unlock even deeper customer loyalty. And the remote experiences go a long way towards that," Jones explained.
What's next: Jones plans to scale beyond fleet accounts to individual retail customers as the program matures. While he knows the recall situation won't disappear overnight, mobile service can be a bridge to deeper customer relationships.
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