Selling Ownership vs. Providing Access

by Andrew Prokop | Arrow Systems Integration

Source: No Jitter

I am an avid listener of National Public Radio, and last week I heard a fascinating story about how Ford, the automobile maker, is looking to transform itself from a car manufacturer into a mobility company. While that might sound like just another marketing campaign, the NPR reporter explained why this is a much larger mind shift.

Recognizing that people are starting to embrace light rail, commuter rail, car sharing, Uber, Lyft, public bicycles, and bus rapid transit, Ford is looking to evolve into a company that is more about movement than internal combustion engines.

In the words of Ford's Executive Chairman, Bill Ford, "My great-grandfather helped put the world on wheels so everyone could enjoy the benefits of mobility. Our vision today is to expand that same thinking using advanced technology and new business models, and addressing the mobility challenges people face around the world."

So, instead of bemoaning the fact that people are buying fewer cars while still wanting to get from point A to point B, Ford is looking to replace profits from selling cars with profits from providing access to mobility. This is especially important as the younger generation is less interested in ownership and more interested in the right to use. They want the benefits of owning without the hassle of insurance policies, maintenance, and storage.

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