You’d have to go a long way to find someone who isn’t familiar with Ford. Founded in 1903, Ford sells almost 4.5m vehicles each year, making it the one of the ten largest car manufacturers on the planet. 

Ford has historically sold exclusively through a dealer network, however in 2019 they made the decision to pivot to an ecommerce business model, which brought fresh opportunities — and challenges. 

That’s where Autonative, the complete automotive ecommerce management solution, comes in — along withLinnworks. Together we’ve helped Ford realize their ecommerce ambitions, and secure growth —  in revenue, channels, and geographies. 

We caught up with Rebecca Smart, Managing Director of Autonative, to find out more. 

An automotive giant facing ecommerce challenges

Ford encountered a range of critical challenges that needed resolution before they could effectively launch their ecommerce operations. Traditionally, their approach had been dealer-centric, which, while functional, failed to scale, delight customers, or significantly boost revenue. To address this, Autonative helped them transition to a fully customer-centric model with centralized processes and fulfillment. 

Dealers were integrated as a core part of this new approach, benefiting from the increase in customer numbers. Ford recognised the need for a comprehensive, cross-functional ecommerce strategy that encompassed all customer interactions. This shift ensured that aftersales became an integral component of the broader ecommerce ecosystem and customer experience (CX) strategy.

At the same time, Ford was grappling with the complexity of ensuring accurate and optimized product fitment and compatibility, which was crucial for meeting customer needs. Additionally, inventory data needed to be streamlined to manage stock effectively across multiple channels. Order management processes had to be developed to prevent delays and errors, and shipping processes needed to be set up for home delivery. On top of these issues, Ford’s warehouses were not ready for direct-to-consumer (DTC) operations, having been primarily focused on wholesale activities.

Rebecca explains, “Ford’s ecommerce launch faced significant hurdles, from enabling accurate product fitment and switching the core focus from dealer to customers, to optimizing inventory and streamlining order processes.” She continues, “Their warehouses needed adaptation for direct-to-consumer sales.” 

Enter Autonative and Linnworks. 

The journey to multi-channel success

Ford chose Autonative and Linnworks to help bring their ecommerce ambitions to life. According to Rebecca, “Autonative and Linnworks emerged as pivotal partners in overcoming these challenges. Autonative’s innovative, automotive-focused products and services seamlessly integrated Ford’s systems, enhancing customer engagement and boosting sales.” She continues, “Linnworks provided a robust ecommerce operations solution that effectively handled inventory and order fulfillment, ensuring smooth operations across multiple channels and geographies.” 

The journey to multi-channel ecommerce success began with a carefully developed onboarding process, designed to ensure not just a smooth transition but a scalable, long-term strategy. This approach was built on a foundation of collaboration, innovation, and a deep understanding of the digital commerce landscape.

Phase 1: eBay UK Proof of Concept (PoC)

The process began with a Proof of Concept (PoC) on eBay UK, which served as the initial testing ground for the chosen strategies, tools, and processes. This phase was crucial for validating key assumptions, ensuring that the integration of technologies met the business’s unique needs, and setting the stage for future expansion.

During this phase, the Autonative team collaborated closely with the client, offering expert guidance and customizing solutions to align with their specific requirements. The success of this PoC built the confidence needed to move forward with broader implementation.

Phase 2: Expansion to Direct-to-Consumer (DTC) Webshop in the UK

Following the successful PoC on eBay UK, the focus shifted to launching a Direct-to-Consumer (DTC) webshop in the UK. This phase represented a significant step towards establishing a direct, brand-driven online presence, allowing the client to engage with customers more personally and build brand loyalty.

The Autonative team played a key role in this expansion, ensuring the DTC webshop was not only a true reflection of the brand but also provided an exceptional user experience. The Linnworks platform was instrumental in ensuring seamless backend operations, including order fulfillment and inventory management.

Phase 3: Expansion to Germany

With a solid foundation in the UK, the next step was to expand both the eBay presence and the DTC webshop to Germany. This phase involved navigating the complexities of entering a new market, including localizing content, understanding regulatory requirements, and adapting marketing strategies to suit German consumers.

The experience gained from the UK phases, combined with the support of the Autonative team, ensured that the expansion into Germany was executed smoothly and effectively. Linnworks continued to play a critical role in maintaining operational efficiency across multiple channels and markets.

Phase 4: Expansion to France, Italy, and Spain

Building on the momentum from the UK and Germany, the fourth phase saw further expansion into France, Italy, and Spain. This phase focused on multi-market integration, requiring a deep understanding of each market’s unique characteristics and consumer behavior.

The Autonative team provided invaluable support throughout this expansion, ensuring that the client’s operations were optimized for each new market. From translating product listings to fine-tuning marketing strategies, every detail was managed to ensure a successful entry into these key European markets, allowing cross-border operations from Germany to Austria.

Phase 5: Launch on Amazon

The final phase of the onboarding process was the phased launch on Amazon, further broadening the client’s ecommerce reach. Entering the Amazon marketplace marked a significant milestone, providing access to a vast global audience and positioning the client for even greater success.

With the groundwork laid in the earlier phases, the Amazon launch was executed, again leveraging the full suite of Autonative’s solutions to ensure a seamless integration. The Linnworks system once again proved essential in managing the complexities of multi-channel operations, allowing Autonative to focus on scaling the business. 

Autonative and Linnworks: A powerful partner in Ford’s ecommerce success 

Together, Autonative and Linnworks have developed a proven “plug and play” platform that integrates seamlessly with Ford’s existing systems, leveraging expert automotive knowledge to ensure precision and reliability. 

Rebecca confirms this, commenting,

“The successful collaboration between Autonative and Linnworks was evident throughout the process — from the initial Proof of Concept on eBay UK, through the launch of the Direct-to-Consumer webshops, to expansions into Europe and new sales platforms.This partnership not only resolved Ford’s immediate challenges but also set the stage for ongoing success in ecommerce.” — Rebecca Smart, Managing Director, Autonative

By focusing on customer centricity in line with their brand voice, Ford has been enabled to build strong direct relationships with their customers, allowing them to shop where and how they preferred, while still engaging with the primary brand. This customer-focused approach not only enhanced the shopping experience but also delivered significant returns in terms of increased revenue, higher profits, and substantial customer growth. 

The growth is highlighted in the numbers. From 2019 to 2023, Ford’s growth index surged from 100 to 487, with further growth anticipated during 2024 and beyond. And while in 2019 Ford operated with a single channel and market, by 2024, they have expanded to 12 multi-market platforms, significantly broadening reach and impact.

“Autonative together with Linnworks have played a key part in enabling Ford in Europe to become the leading Vehicle Manufacturer provider of e-commerce enabled Aftermarket Products and Services” — Carlos Ovilo, Director Marketing, Ford Customer Service Division – Europe

Looking ahead: Continued optimization, expansion, and growth

For Rebecca, Autonative and Linnworks are just getting started. She explains, “Looking ahead, the partnership between Autonative and Linnworks will continue to drive Ford’s growth through performance optimization, market expansion, and technological innovation, ensuring a dynamic and future-proofed ecommerce strategy.” 

Our collaboration will involve an ongoing, multifaceted effort to drive growth and innovation, including:

Transformational strategy: Strategic planning for transformational growth is a key part of our collaboration, aligning goals, addressing challenges, and ensuring that the partnership remains future proofed and focused on long-term objectives

Performance optimization: Regular reviews of ecommerce performance, identifying areas for improvement and implementing data-driven strategies to enhance efficiency and drive growth.

Market expansion: Building on the success of the multi-channel strategy, exploring opportunities for further market expansion, including new geographies and platforms, to extend reach and broaden the customer base.

Technology integration: Ongoing assessment and integration of emerging technologies to enhance operations, ensuring the business remains at the forefront of innovation in the digital commerce landscape.

Customer experience enhancement: Continued refinement of the customer experience across all channels, focusing on personalization, engagement, and loyalty, to strengthen the relationship between the brand and its audience.