MI Ford Dealers Don’t Shed a Tear as Blue Oval Certified Program Disappears; Program Fails

July 25, 2011 - PRLog -- DETROIT, M.I. – MI Ford dealers have been a part of Ford’s Blue Oval Certified program since it was launched in 2000. With other big automakers included in the industry of certified vehicles, Ford joined the game to bring their customers another option and choice in vehicles.
Some MI Ford dealers spent thousands of dollars on the steps needed to be taken to meet the requirements and guidelines set by J.D. Power and Associates. There were specific changes that needed to occur to become Blue Oval Certified.
To have become certified MI Ford dealers would have had to:
•   …have voluntarily agreed to participate in a series of educational programs, training courses and certification testing
•   …have been trained and measured in sales and service processes; customer follow up; concern resolution; dealership team performance; and dealership facilities.
Some dealers received as much as $50,000 to $70,000 in checks from Ford Motor Corp as they met Blue Oval criteria, such as high customer satisfaction scores. About five years ago, Ford Motor Corp stopped paying their dealerships for their performance with the Blue Oval Certified program. From this point, other rewards began to fade away until the only ones that seemed to benefit from the program where the discounts given to dealership employees.
Even with the loss of benefits for dealerships, many had to keep their certified status and had to maintain their Blue Oval Certified criteria. According to Automotive News, the dealership’s only “motivation was a fear that their franchise would be yanked if they did not remain certified.”
In the end, MI Ford dealers and most others across the country are not upset to have lost the Blue Oval Certified program. It seemed to be more trouble than it was really worth with no backup from Ford Motor Corp. It is difficult for dealerships to meet the needs of certified owners when they have little support.  The program will become a memory rather quickly.
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[Source(s): Ford Media, Automotive News]