Ford Motor: Make cars easy for older boomers
three years of research, Ford has identified eight key consumer trends it
thinks it needs to address to win over car buyers in the next 10 years.
Tuesday 21st of February 2017
The study by the company's Global Consumer Insight's Consumer Trend and
Marketing team should also help consumers get better products.
"Understanding consumer trends allows us to connect Ford's brands with core
consumer values," the study notes.
The key trends Ford identified are: an aging population; changing physiology; a
middle-market squeeze and market fragmentation; customization; a youth
influence; nanotechnology; "green" action; and safety and security.
Ford's thinking on each of these issues and their idea on how to meet the
demands they raise, are:
Aging population: The "new" Matures used to be called Boomers and Ford believes this
always demanding group (born between 1946 and 1964) "will see to it" that they
will remain "very active and seek to go anywhere and do anything."
Since plus-50s in North America and Europe control the majority of wealth and
savings and account for about half of all current automobile sales, you can bet
Ford wants to offer them vehicles they like.
The trick there is to "introduce non-stereotypical, age-compensating products
and services that address this group's needs." That means "enhancing their
ability to maintain an active lifestyle without marketing 'something for old
people.' " In plain English, that means using technology that assists with
failing eyesight and slower response times, and shaping vehicles that are easy
to get in and out of. After all, no one really wants a car that reminds them
that they're getter older.