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Click. Drive. Repeat: How Ford Is Rewriting the Rules of Car Buying This Summer
- Ford has broadened direct-to-consumer operations for more straightforward and transparent car buying in the UK.
- Online tools and summer incentives are set to ease the way for those buying vehicles online in the UK from abroad.
Buying a car has traditionally involved friction. Lengthy showroom visits, inconsistent pricing, paperwork, and negotiations have long characterised the experience across the UK and globally.
This summer, Ford is offering a new route.
FORD has introduced a digital-first framework for purchasing vehicles. It’s a move not just limited to Ford UK—it’s part of a broader shift affecting global markets, from Europe to North America.
If you’re in the market for a car, here’s how this could make your life easier.
What’s Changed: The Ford Digital Sales Shift
Ford’s pivot toward a direct-to-consumer model means the bulk of your car purchase can now happen online. From selection to financing to final delivery, the entire transaction is streamlined.
Initially rolled out with electric vehicles like the Mustang Mach-E, this approach now includes many of Ford’s top-selling models.
- Full vehicle customisation and online purchasing are now available
- Uniform, non-negotiable pricing reduces confusion
- Choice between home delivery or local pick-up
The “Model e Certified” dealer network underpins this initiative. Dealerships are evolving into service hubs—your interaction with them is now more about support and maintenance than sales pressure.
Example: Buying a Puma Remotely
Suppose you’re eyeing a Ford Puma. You visit the official Ford UK platform. Within minutes, you can:
- Select your preferred engine and trim level
- Explore real-time availability across regions
- Use built-in tools to review finance packages and payment breakdowns
- Finalise the purchase and arrange delivery
The entire experience, according to Ford, is designed to take under 30 minutes for a ready buyer.
Why This Matters for Car Buying in the UK and Beyond
Globally, car-buying behaviours are changing. The UK mirrors that trend.
A recent report by AutoTrader UK revealed:
- 65% of consumers are comfortable completing a car purchase entirely online
- 40% would skip dealership visits altogether if digital trust is high
- Online leads are now converting to sales at double the rate compared to 2019
In the United States, data from Cox Automotive shows similar momentum—70% of shoppers expressed interest in a fully digital buying experience as of Q1 2024.
By adopting this model, Ford is removing common barriers: hidden fees, lengthy negotiations, and inflexible showroom hours.
Financing Gets a Digital Boost
Ford Credit UK has aligned its offerings to support this digital sales model globally. Here’s what it now includes:
- Online pre-approval for financing
- Real-time decision-making on credit applications
- Side-by-side lease versus purchase cost comparisons
According to Experian, 74% of global auto buyers who secure pre-approved financing online report higher satisfaction with their purchase process.
These digital financing options give you greater clarity, and they remove the need for repeated in-person visits.
Do Dealerships Still Matter?
Yes, but their role is shifting.
Ford dealerships in the UK—and many other markets—are undergoing a redesign.
- Staff now act as advisors instead of closers
- Inventory is trimmed down to allow for leaner operations
- Showrooms prioritise test drives, vehicle servicing, and onboarding support
The result: you can still touch and test the car, but the pressure to buy on the spot is reduced.
What About Summer Car Deals?
From late spring into summer, this transition will be paired with limited-time offers for the summer buyer:
- Promotional APRs below the market average
- Loyalty credits for returning customers
- Bundled perks like extended service plans and insurance discounts
These deals go global but may be subject to local particulars. The UK-specific ones are listed here on the Ford dealership UK and Ford UK main pages.
Steps You Can Take Today
- Explore the Digital Platform: Visit your regional Ford website and browse the online showroom.
- Use Finance Tools: Estimate payments, check credit eligibility, and compare options.
- Test Drive Selectively: If you need the tactile experience, book directly through your local Ford dealership in the UK.
- Watch the Promotions Page: New summer car deals are announced weekly.
- Register for Stock Alerts: Inventory moves fast, especially for hybrid and EV models.
If car buying in the UK has felt frustrating or slow, this could be the change you’ve been waiting for.
What’s Next for Ford and the Industry
Ford has confirmed that its direct digital sales initiative is not a trial. By 2025, nearly all Ford vehicles across global markets will be available via this model.
Traditional dealers will continue to exist, but their focus will shift entirely to experience and support. Hybrid and petrol models are next in line for online rollout.
Other automakers are watching closely. Volvo and Hyundai have launched pilot programmes in the EU and the U.S., but Ford is one of the first to embed the model across both electric and internal combustion vehicles.
This summer may be a turning point—not just for Ford, but for how the global auto industry defines convenience.
