Direct factory sales by Ford in the U.K.

Direct factory sales by Ford in the U.K.

Every few years it seems there is another OEM which thinks it has a better idea about selling cars. This time it is Ford of England which has started offering vehicles for direct sale via the internet for United Kingdom customers. Ford opted for the direct sales approach after its own research found that almost 40 percent of buyers don't especially care about a test drive; they just want what they want at the click of a mouse.

Commencing June 29, Ford has set up 50 dealers to sell new, used and commercial vehicles on the web. One-price selling is the preferred option, but bargaining is possible on the websites too. Ford also gives customers the option of dialing a call center to complete the sale for customers who want an alternative to the online purchase. Ford will deliver sold vehicles to 12 regional delivery centers where customers will collect their cars and drive off.

Ford has 550 traditional dealers in the U.K. who likely are not too happy about this development. It is unclear how used vehicle trades and financing are going to be arranged for customers opting for the online sales option, much less where they will have the vehicle serviced. All previous attempts at direct selling by automobile manufacturers have failed.