Ford Motor Co. has launched Ford Blue Advantage, a new digital marketplace that will allow its dealers to list and sell certified used vehicles on a single platform — a response to customers looking for a digital shopping experience and an attempt to reclaim market share from upstart digital retailers that have eaten into dealers’ slice of the used-car pie.
The website, FordBlueAdvantage.com, allows shoppers to filter for features they are looking for in a vehicle, as well as by options such as home delivery, at-home test driving and video walk-arounds. And in response to feedback from customers about price transparency, the site’s listings include dealer-guaranteed selling prices.
Ford partnered with Cox Automotive’s Autotrader to power the platform and incorporate the relevant algorithm and search technology used by the popular third-party car listings brand. Ford Blue Advantage also features the Kelley Blue Book Price Advisor to inform customers of