Tim Bartz, Web supervisor at Lengthy McArthur Ford in Salina, Kan., is one thing of a Ford whisperer.
In the case of the nuances of ordering sizzling new autos such because the Maverick, Bronco and F-150 Lightning in the course of the crushing semiconductor scarcity, Bartz is in excessive demand by clients vying to get their car orders constructed first.
Bartz, who additionally goes by the social media moniker #FordVideoGuy, has develop into a notable influencer on YouTube, Fb and Reddit boards, offering crucial info to patrons of the Maverick specifically as Ford ramps up manufacturing that started in early September.
“I seen on the Maverick that I am one of many few sellers placing out movies,” Bartz mentioned of his YouTube fame. His prime Maverick video — a deep dive on the options of the Lariat trim again in June — had generated greater than 125,000 views for the Lengthy McArthur YouTube channel as of mid-September. “On the Bronco, there have been so many sellers that bought enthusiastic about it and have been placing out movies that mine simply bought thrown into the combo.”
One other top-performing video is titled, “PSA: Do not order a Ford Maverick from these sellers,” the place he warns about retailers including large markups, demanding deposits not required by Ford and telling clients to get on the finish of the road and await inventory orders to reach at dealerships.
“Plenty of the movies I created have been in response to what I am listening to on social media,” Bartz mentioned. “I’d hear that persons are fighting sellers not calling them again, or sellers marking up autos by $2,000, $3,000, $4,000, $5,000.”
Bartz personally has reserved a Bronco, a Maverick and an F-150 Lightning for himself and members of the family, so he has to undergo the identical course of as his clients. These three autos have generated tons of of hundreds of buyer reservations and daunting ready lists as Ford struggles with chip provide. He shares all of the insider info he can together with his social media followers, however his efforts have additionally landed him in some sizzling water.
Ford requested Lengthy McArthur to take down a YouTube video in late August that confirmed dealership workers members doing an early check drive of the Maverick at a vendor occasion previous to the automaker’s official media launch. The video generated 22,000 views in 24 hours.
Bartz has executed in depth early opinions of a Maverick loaned to the dealership by Ford, however driving impressions typically weren’t but allowed by the producer. His more moderen livestream exhibiting an F-150 Lightning at a separate vendor occasion apparently handed muster with Ford.
By providing in depth product info and key tips about the best way to transfer buyer orders larger on the manufacturing listing, together with free delivery, Bartz has helped draw greater than 300 Maverick reservations to the Kansas dealership from as distant as Hawaii and Florida. That is an enormous quantity in contrast with close by sellers who may need just a few dozen orders, he mentioned.
Lengthy McArthur usually sells 90 to 100 autos a month by means of its Web enterprise improvement middle.
“With out getting out on YouTube and social media, we’re solely going to be advertising and marketing to our native space,” Bartz mentioned. “I do like educating the buyer, and that additionally builds belief. Though clients are out of state, they’re working with us as a result of we have the knowledge and we’re not holding it to ourselves.”
By means of Reddit, Bartz landed an order in Hawaii the place he saved the shopper an estimated $1,000. And that was the dealership’s second order from Hawaii. Florida clients are additionally calling due to widespread markups in that state, Bartz mentioned.
Cash is a matter for patrons. However transferring towards the highest of Ford’s manufacturing listing — and staying there as circumstances change from week to week — is usually the first motive consumers flock to Bartz’s social media posts.
As Ford fills the manufacturing schedule for Mavericks at its manufacturing unit in Mexico, some configurations shall be delivered this yr whereas others will stretch into 2022. Understanding which of them Ford will construct first is a transferring goal.
Ford desires to make as many Mavericks as it could actually, as shortly as it could actually, with the components it has available. If clients need their pickups to be excessive on the listing, they will profit from an auto influencer equivalent to Bartz. From week to week, the orders Ford will prioritize can change primarily based on the components out there on the manufacturing unit.
Ford has indicated that Mavericks ordered with manufacturing unit mattress covers wouldn’t be among the many early builds due to provide points. Some bedliners have been additionally problematic. Previous to that, Ford instructed sellers they have been eradicating fully orders with a sure towing bundle. Prospects with well timed info can change their builds so they do not fall down the manufacturing listing.
The identical is true for Broncos.
Usually, less complicated builds will get made first, though newly found issues with hardtop-roof fashions imply these orders will get pushed again.
Bartz, who has a private order for a soft-top Bronco, mentioned clients with hardtop orders can swap to the tender prime if they need a quicker construct.
Bartz posts repeatedly on Reddit, Fb and YouTube, together with frequent livestreaming the place he supplies new info to clients, whether or not they have orders with Lengthy McArthur or not, and takes questions from throughout the nation.
“I am not doing it simply to get gross sales,” Bartz mentioned. “I take in all probability 5 cellphone calls a day from individuals who have already ordered with one other vendor who isn’t calling them again. I’ve had some who’ve mentioned they’d relatively swap their order to me.”
One of many chat feedback from a follower on a latest Bartz YouTube livestream was this: “Cannot wait to order my Maverick with you guys. I’ve had it with the sellers right here in central California.”
Bartz mentioned some sellers had underestimated buyer curiosity within the Maverick and have been extra targeted on different sizzling Ford merchandise, such because the significantly costlier Bronco. Navigating the ordering course of for the Maverick — along with the opposite new merchandise — requires some further work, he mentioned.
“One motive I wished to get some movies on the market was as a result of lots of people have been confused in regards to the course of,” he mentioned. “Plenty of clients have been placing in a reservation and weren’t listening to something from their sellers.”
Due to the stock issues stemming from the semiconductor scarcity, transparency is a key concern now, he mentioned. He’s upfront that free delivery comes solely when the car is financed with Lengthy McArthur, explaining that the dealership can use among the cash it will get from arranging the financing to cowl the delivery prices. The dealership additionally has relationships with Ford sellers in different states that can obtain a car from the manufacturing unit and ship it to a Lengthy McArthur purchaser.
In late August, Bartz instructed his YouTube followers that Ford is seeking to preserve stock at across the 45-day degree going ahead to scale back prices and enhance effectivity. That can imply extra customized builds sooner or later and fewer inventory builds.
Having clients make reservations additionally serves as a method for the producer to measure shopper curiosity — a key concern as Ford launches a bunch of latest electrical autos.
Ford’s first mainstream EV, the Mustang Mach-E, was a check case final yr.
“Ford’s intention with the Mach-E was to type of mimic what Tesla was doing, when it comes to reserving them and constructing them per order,” Bartz mentioned. “That labored so nicely for Ford that they went forward and did that after they launched the Bronco as nicely.” Ford makes each the compact Bronco Sport and the massive Bronco SUV.
Direct ordering by consumers means new challenges for dealerships, but additionally doubtlessly large rewards for retailers that do their analysis, current the merchandise on social media channels and construct buyer belief by means of transparency and experience.
“It is the sellers’ job by means of their Web division to contact the shopper and reply any final questions, after which construct the car with them and order the car,” mentioned Bartz. “And there is a whole lot of sellers who weren’t doing that.”