Ford trends report: Consumers optimistic, self-reliant
Ford Motor Co. on Wednesday released its annual trends report, which looks at microeconomic factors that are expected to influence consumers and brands for 2016 and beyond.
The report gives insight into why customers like certain apps in their vehicle, why they’re picking SUVs over cars, and what kind of customer experience they want at dealerships and service centers. It examines their changing views on health, consumption, transportation and work, and how they relate to automotive and other industries.
This year, the report found an underlying level of optimism.
“In our four years of researching and compiling consumer trends, never have we seen optimism, resilience and self-reliance figure so prominently,” Sheryl Connelly, Ford global trend and futuring manager, said in a statement. “It gives us hope for what the future holds, and we see that same creativity and enterprising spirit driving innovation in every part of our business at Ford.”
Among its findings, the report discovered more than half of millennials agree “that standing out is more important than fitting in — revealing an increased focus on self-reliance and purposefulness.”
It also said consumers are eager to spread good news instead of bad. It found the elderly are trying to enhance their quality of life and do things like continue to drive. And it looked at new technologies and demands on time are creating a need to be connected at all times — even behind the wheel.
“These insights help us to create products and services that not only exceed today’s expectations, they provide innovative ways of looking at how to tackle challenging situations of tomorrow,” Connelly said.
The report looks at about 10 major trends that affects customers’ lives. They’re not all automotive-related, but Connelly said they can help the automaker in every aspect of its business.
“We strive to make people’s lives better,” Connelly said. “If we can make mobility a force for good ... we can move closer to our goal.”
Last year, the Dearborn automaker’s trends report focused on generation Z — generally regarded as those born after 1993 — and their responses to questions ranging from climate change and job searches, to eating habits and marriage.