DEARBORN, Mich. -

Explaining new-vehicle features to customers just got easier for Ford dealers, thanks to a new “video snack” program by the OEM.

On Monday, Ford announced this week’s launch of its Vehicle Orientation program at dealerships nationwide, offering customers access to an online library of “video snacks,” or short videos that explain how to use specific vehicle features.

Features covered by the videos include Remote Start Systems, MyKey and Integrated Blind Spot Mirrors.

Here’s how it works: While completing the sales transaction, the dealership salesperson will walk the customer through an orientation guide of specific features the buyer would like to learn about at delivery, at the Sync My Ride session or on his own.

That list of features is e-mailed to the customer with links to a corresponding video snack that he can watch at home or in the dealership; the salesperson keeps a copy of the list to review with the customer as needed at delivery.

“Now more than ever before, our vehicles are equipped with a variety of advanced technologies designed to make life better for drivers, but we know that just because a cool feature is available doesn't necessarily mean it is being recognized or used by the consumer,” said Andrew Ashman, Ford and Lincoln consumer experience manager.

“Our goal is to simplify and enhance the sales experience by providing customers with the resources they need when they need them, so that they can fully enjoy all the benefits their vehicle has to offer them,” Ashman said.

The inspiration for video snacks comes from Ford’s Global Consumer Experience Movement, which the company says is based on “trust, control, respect and relationship” to elevate the dealer-customer relationship experience.

“We created the new Vehicle Orientation process to bring helpful information about our vehicles directly to the customer during the sales experience, putting the control in their hands to choose what they want to learn about,” said Ashman.

To choose which features to spotlight in video snacks, Ford reviewed customer research received 30 to 90 days after purchase, noting what owners were posting on forums and which technologies most interested them.

The video snacks blend video and animation with narration, and focus on a feature rather than a specific vehicle. Customers purchasing a new Ford will receive an e-mail notification of where they can view the videos, which will also be posted on YouTube on the channel “Know Your Vehicle.” 

To view the MyKey video snack, visit http://www.youtube.com/watch?v=tz44JaaDVBM.

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