Consumers can use the Web to spec out their dream Ford, according to Jeff Liedel, chief technology officer at Ford's E-consumer division. On the back end, Ford uses a configuration engine from Austin, Texas-based Trilogy Software Inc. that knows all the company's option codes. So when Joe Prospect clicks his interest in a Mustang GT Coupe in the sunburst gold clearcoat metallic with the five-speed transmission and medium graphite cloth interior, those clicks are translated into characters that the company's production systems can read. The consumer gets immediate feedback on availability and delivery. But note, poor schnozzes, that Ford delivers your car not to your driveway, but to your local dealer.
Raw speed takes a backseat here.
Automakers are walking on eggshells to avoid ticking off their powerful dealer networks. Moreover, putting consumer and dealer together sets up the service relationship. The lens has now shifted. It goes from the consumer back into the distribution channel. And for business in general, it's safe to add.