Ford Introduces FordPass, (Smart) Mobility Platform

Ford has introduced this week FordPass, a platform designed to help members – Ford owners or not – with mobility services.

FordPass, which is launching this spring, allows members to reserve and pay for parking (via Parkopedia and Parkwhiz), access to guides (free online assistance) to help resolve their mobility challenges and member-exclusive perks from a range of affinity partners such as Southwest Airlines, McDonald’s and 7-Eleven.

FordPass also includes the opening of FordHubs, i.e. urban stores, where consumers will be able to explore the company’s “latest innovations,“ learn about its mobility services and experience “exclusive events.“ FordHubs are set to open in New York City, London, Shanghai and San Francisco; the first will start later this year at New York’s Westfield World Trade Center.

FordPass launches this spring in the United States and Canada, followed by other markets including Europe, China and Brazil later this year.

Our analysis

Every car maker is dreaming itself as a smart mobility provider and there are many ways to get there. But FordPass does not seem to bring any breakthrough neither from a concept nor from a services standpoint. This seems very much car centric and the connection between mobility services and an urban car retail experience such as FordHubs seems very tiny.

Let be honest, we are much more impressed by what Daimler is doing with their Moovel platform, connecting various means of transportation in a single app with a unique point of payment.

Watch below the Ford announcement from the Detroit Motor Show:

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