Companhia quer focar em experiência do cliente para alavancar negócio
A Ford anunciou que pretende lançar um serviço comercial de carros autônomos nos Estados Unidos em 2021. Por enquanto, a montadora está realizando testes do que ela acredita ser um facilitador do acesso a transportes, mercadorias e empregos.
O principal foco da companhia é priorizar a experiência do cliente para que os usuários se sintam confiantes para repetir as viagens “Não há atalhos quando se trata do lançamento de um serviço de veículos autônomos. Precisamos que as pessoas confiem o bastante na nossa tecnologia para entrar no veículo e, depois, amem a experiência o bastante para voltar”, explicou Jim Farley, presidente de Novos Negócios, Tecnologia e Estratégia da Ford.
Para garantir que o serviço tenha procura, será necessário atender às expectativas dos usuários quanto à limpeza, manutenção, recuperação e durabilidade dos veículos autônomos utilizados.
Para isso, a Ford contratou Scott Griffith, ex-CEO da Zipcar, empresa de compartilhamento de carros, para comandar sua divisão de veículos autônomos. “Scott está assumindo o papel crítico de liderar o desenvolvimento e a execução de nossa estratégia de entrada nesse mercado. Ele conhece os desafios de lançar um novo serviço de mobilidade com operações em larga escala, que envolvem uma mudança fundamental no comportamento do consumidor: a troca da propriedade do carro pelo seu compartilhamento”, acrescentou Farley.
Agora, durante o período de testes, o serviço funcionará apenas em algumas cidades estadunidenses, mas a intenção da montadora é expandir o segmento futuramente. “Operar em um número limitado de cidades nos permitirá definir o modelo de negócios, a experiência do cliente e ter uma compreensão ampla das parcerias necessárias para lançar um serviço totalmente novo. Vencida essa etapa inicial, o avanço nas próximas cidades será muito mais fácil”, afirmou Farley.
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