What do consumers care about today, what will they think about tomorrow, and what does it all mean for automotive manufacturers? Sheryl Connelly, Ford's manager of global consumer trends-the company's chief trend-watcher-has been studying consumer behavior worldwide, with an eye toward determining what consumers will want and need long before they know. By surveying consumers and analyzing emerging social trends, technological developments, political issues, environmental concerns, and economic changes, Connelly provides Ford's marketers with insights that shape and refine the company's future innovations. For example, when Connelly looked at technological trends, she found that medical advances are allowing seniors to lead active lifestyles far longer than ever before. Yet as they age, drivers will need vehicles with features that help them adapt to changes in their physical and mental capabilities. Based on Connelly's conclusions, Ford has been adding features such as automated parking assistance systems and ergonomic seats that enable drivers-old and young-to stay safe and comfortable behind the wheel. Another trend Connelly recently identified is growing demand for products that are "more anticipatory and self-sufficient" in fulfilling consumers' needs. Self-driving cars will do this by steering themselves and maintaining a safe distance between other vehicles, freeing drivers from having to concentrate on the road as they travel. The company plans to have a self-driving car on the market within a few years, with a popular price tag. According to Connelly's research, buyers in the United States and the United Kingdom have less-positive attitudes about self-driving cars than buyers in China and India. Why? Because commuters in India and China battle more traffic congestion and face more challenging road conditions than drivers in the Western nations. Ford is also working on a voice-command system that will allow drivers to handle specific tasks such as opening a garage door simply by speaking instead of using their hands. Increasingly, consumers want the benefits of mobility without the expense and responsibility of owning and maintaining vehicles individually. Especially in urban areas, consumers are flocking to alternatives such as hailing a ride to be driven somewhere or summers are flocking to hiring a car to drive themselves for a few hours or a few days. In response, Ford has created a suite of mobility services branded "Ford Pass" to give customers and noncustomers alike more alternatives when they're deciding how to get where they want to go. For example, consumers who install the Ford Pass app can use it to locate a parking lot or spot, pay for parking, and arrange to share a ride with other people. In addition, Connelly has noticed how many consumers are interested in environmental issues, such as conserving natural resources. Showcasing its sustainability initiatives, Ford looks carefully at its impact from raw materials to finished products and beyond. For example, the manufacturer is experimenting with ways to incorporate recycled materials as car parts. Finally, Connelly's research has revealed a strong emphasis on self- reliance, which in turn means that buyers place a high value on product quality, versatility, and durability. Research shows that 76 percent of U.S. adults expect to keep and drive the same car for a decade or longer. As a result, Ford must be sure its cars, sport-utility vehicles, vans, and pickup trucks will deliver dependable transportation for years and years to first-time buyers, adults with families, seniors, and other consumer segments.

Questions for Discussion 

1. How does Ford take into account the diversity of consumer roles as it plans its future marketing? Explain Ford's approach in understanding two or more roles that can affect the buying decision process for vehicles.

2. In terms of psychological influences on buying, why would Ford make its "Ford Pass" app available to both customers and noncustomers?

3. Ford widely publicizes Sheryl Connelly's research findings about the broad trends affecting consumer behavior. During which stages of the consumer buying decision process is this publicity likely to prove influential, and why?