Ford and Bolt Align for Strategic Partnership
Ford Motor Co. is teaming up with teen
destination operation Bolt Inc. to develop cars.bolt.com — a soon-to-launch
co-branded destination on the Bolt.com Web site.
Cars.bolt.com will provide Ford with information on the vehicular interests
and needs of more than 3 million teens who visit Bolt.com daily. Financial
arrangements were not disclosed.
“Ford recognizes the need to reach the next generation of drivers and the
place to do that is online,” said Dan Pelson, president and CEO of Bolt.
“Millions of teenagers reach driving age every year, and this relationship
offers Ford the opportunity to connect with this emerging group at a critical
stage.”
“This is also another element of our totally integrated E business strategy. We are
connecting with consumers through multiple touchpoints, wherever they are in
the physical or virtual world.”
Cars.bolt.com will provide personalized classified ads, an automotive
dictionary, teen-targeted buyer guides and a Ford-branded design studio with
a drag and drop graphical interface where new car designs can be submitted to
Ford.
In addition, the site will contain an interactive driver’s education seminar
“Behind the Wheel” where Bolt.com users can prepare for securing their
driver’s licenses.
Throughout the course of the agreement, Ford will be able to take advantage
of multi-layered market research studies provided by the Bolt Lab, the
business intelligence division of Bolt.com.
The agreement also calls for Ford
to provide content and services for the site, including coverage of NASCAR
races, question and answer sessions with Ford engineers, and sponsorship of
the Bolt summer road tour known as the “Power Trip.”