Ford has announced the introduction of Ford University, a digital training platform designed to educate dealership employees with the knowledge and expertise to handle customers regarding their interest its Ford’s vehicles including electric vehicles (EVs). 

Developed over the past year, Ford University contains several features of instructional videos that are dedicated to training dealership employees by providing personalized dashboards, virtual coaching, and a rich content library. Furthermore, the training from Ford University will possess themes ranging from the history of Ford to technical analyses of Ford’s vehicles through its “cinematic storytelling,” while assigning “missions” for them to complete according to Ford. 

In terms of the methodology that Ford University uses, the platform adopts innovative teaching approaches in gamified learning experiences. The platform aims to have dealership employees engage with the platform through this particular learning experience and drive better proficiency through its “teach, show, practice, reinforce” framework according to Ford. 

In regards to artificial intelligence (AI) technology, Ford University will utilize AI technology that will assist in delivering gamified learning experiences in interactive teaching methods by having dealership employees go through simulated interactions with customers that will be graded through AI analysis. The grade analysis factors components such as tone, language, and product knowledge, suggesting constructive feedback to enhance communication skills.

Abby Vietor, Global Director of Dealer Training & Productivity/Ford University, expresses the launch and the content of Ford University stating, “We’ve assembled a team of video producers, content creators, and training specialists dedicated to creating engaging content,” Vietor said. “This helps ensure that our dealers are equipped with the knowledge needed to make genuine connections with customers.” 

When it comes to EVs, Ford University will also include lessons on EV knowledge. The EV lessons possess 25 training modules that will be incorporated into the platform including aspects like identifying EV types suitable for customers, fundamentals of EVs, home and public charging, EV service, and many more. 

Through the efforts of launching Ford University, the platform may serve as a starting point to also spread EV knowledge and inform the dealership employees and potential future dealership employees about the benefits of EVs. With Ford University aiming to train its dealership employees to reach their highest potential, the automotive landscape along with the EV industry will be positively affected.

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