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CarandDriver.com Let's Customers Take the New Ford Edge for a Spin on Their Computer


January 2007
 Filed under: FORD Car News | FORD Headlines
January 31, 2007 -- Born from the “Ride and Drive” – an event in the car world that allows consumers to drive and compare a variety of vehicles, the online versions of Hachette Filipacchi publications, Car and Driver and Road and Track, have come up with a new interactive way to test and compare vehicles – “The Virtual Test Drive.”

When the publications approached Ford Motor Company, the Ford Edge’s class exclusive Vista Roof, best in class horsepower, and standard canopy safety system made it an obvious choice for the “Virtual Test Drive.”
“Our customers spend a lot of the time on the internet,” said Jeri Ward, marketing manager for the Ford Edge. “This allows us to reach them in a place where they spend time naturally.”

Combining real time video and editorial content from the magazines, the site creates a neutral environment for consumers to take an in-depth look at the new Ford Edge without leaving the house. The site offers 360 degree views of the interior and exterior and “hot spots” around the car feature manufacturer statistics and opinions from car experts explaining everything from the chassis and navigational system to optional DVD players. All you need to do is take a test drive, and the site has that covered too.

Consumers ride along with race driver and automotive expert Tommy Kendall as he gives a running commentary of the handling and performance of the car. Visitors to the site can choose from one of four camera views inside or outside of the vehicle and videos exploring the body styling, interior and the Vista Roof are also available.

Created to demonstrate components that are helpful to the consumer, the site provides non-biased expert opinion that combines editorial and manufacturing content with sight, sound and motion. If the consumer likes what they see, the site also provides specs, reviews, dealer locators, and price quotes.

“We want the site to be truthful and helpful to the consumer,” said Robert Ames, VP of digital marketing at Hachette Filipacchi “This gives us a forum to expand on what is written in the magazine, while giving the consumer a non-threatening environment to learn about the cars from people who know about cars.”

Joining CarandDriver.com has only helped to expand the Edge’s debut, which notably stands as the largest digital launch ever for an all new vehicle at Ford. With the Ford Edge only recently appearing at dealerships, it’s still too early to determine the impact from the online pursuits – but the folks at Ford are hopeful.

“The ‘Virtual Test Drive’ is a great form of ‘Edge-utainment.’ It creates a way to engage our customers while educating them,” said Ward. “We’re very excited about this opportunity.”

Source: Ford Motor Company

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