GMAP Automotive Wins Ford Contract
Ford Motor Company Ltd has appointed GMAP as its
supplier of network planning and market intelligence
services.
GMAP was awarded the contract because of its track record of
producing advanced, actionable automotive intelligence and for its
cross-market experience in the retail, financial and forecourt
sectors. GMAP won the business in an open tender process involving
several competitors and takes over the account from present
incumbents Polk.
"We are delighted to have won the Ford of Britain business", said
Dr Mark Whitton, GMAP Automotive Sales Director. "Ford is not only
the country's car and commercial vehicle market leader, but many of
our team have worked closely with them over the years, and are keen
to help Ford maximise its opportunities in the new post-Block
Exemption trading environment".
The commercial value of continually evaluating dealer networks is
high, particularly in the key battleground of metro markets. With
the market intelligence GMAP can provide through its MICROVISION
technology and online reporting, Ford will have access to market
information at local level to build business cases for site
investment or new dealer sites.
GMAP's comprehensive data resources enable Ford to obtain PARC,
used vehicle transactions and registrations data from its DVLA data
set. GMAPs comprehensive consumer intelligence can also be used to
identify the types of people buying vehicles. Intelligence derived
from EuroDirect's CAMEO Classification and Data Exchange
intelligence products, combined with competitor, drive-time and
geographical data sets, help define local market areas, model
expected revenues and market share, and develop incisive marketing
initiatives.
"In the new post-Block Exemption world manufacturers, such as Ford
of Britain, will require access to broad information solutions that
link traditional market analysis with detailed consumer data", said
John Chesworth, GMAP Automotive Business Development Director.
"They will need to guide dealers and dealer groups to unexploited
opportunities at a local level and assist them in locating the best
prospects within them through thorough geo-demographic
research."
GMAP has over 20-years experience in network planning in the
automotive sector, across Europe. Clients include such high profile
names as Exxon Mobil and Total and it is already an approved
supplier to Ford's premium brands group which includes Land Rover,
Volvo and Jaguar.