1. Fordvehicles.com Joyce Mueller Consumer Applications Manager Ford Division e-Marketing

2. Internet Awareness Customers Increasingly Use Internet to Shop for Cars (%) 6% 13% 62% 70% 40% 25% 0 10 20 30 40 50 60 Jun- 97 Jun- 98 Jun- 99 Jun- 00 Jan- 01 70% of new car buyers shop on the Internet Source: Business Wire; Automotive News; Polk; Auto-By-Tel; Forbes; Forrester; Car Point; Netsmart Research; BCG Analysis 02

3. 59% research…but do not submit leads

4. Ford e-Marketing Strategy 1.Simplicity 2.Seamless Integration 3.Design for Useability 4.Sell Cars! 5.Support our Dealers

5. Ford e-Marketing Strategy 1. Simplicity –Clean Home Page –Easy to use Navigation –Logically organized information –Quick download times

6. Ford e-Marketing Strategy 2. Seamless Integration –…with other related sites –Customer flow from FordVehicles to FordDirect, our “transaction” site, should be seamless

7. Ford e-Marketing Strategy 3. Design for Useability –What do consumers want to do? 1.Gather Product Information—80-85% 2.Experience the Brand—10-20% 3.Purchase a Vehicle—1% “ Websites fail when they don’t meet users’ goals.” -Paul Sonderegger, Sr. Analyst, Forrester Research

8. The Basics: Market Research ID Key Segments Build Personas Design Site Test Prototype Identify Key User Tasks First Gate Ford e-Marketing Strategy

9. 1.Research 2.Shop 3.Buy 4.Own It is important to make a distinction between these processes because each process presents very different user needs Vehicle Purchase Process Research Shop Buy Own

10. Vehicle Purchase Process What we thought Organized step by step process …What really happens All over the board! Implication: Make all areas easily accessible throughout site Ford e-Marketing Strategy

11. 4. Sell Cars! 1.By providing relevant vehicle information to our users in a user-centered manner 2.By providing transactional opportunities at relevant points within the research path 3.By providing proper branding throughout the user experience in order to create a consistent offline/online branding experience

12. Transactional opportunities at relevant points during the research process Quick access to transactional areas from the home page Quick access to transactional areas from each vehicle page FordVehicles HomepageIndividual Vehicle Homepage Ford e-Marketing Strategy

13. 5.Support our Dealers Use the same philosophy Simple Integrated Design for Useability Sell Cars!

14. Dealer eTools Vehicle Locator Parts Locator Marketing Point DealerConnection Web Site Real-Time Web Site Update Utility (customize your own web site) New/Used Vehicle Inventory DealerConnection Web Site Metrics Internet Lead Management Tool Live Telephone Support and Training

15. DealerConnection Web Site - Customizable

16. Thank You!