• by Tanya Gazdik , March 23, 2016

NEW YORK — Ford Motor Co. is partnering with Spotify to create a new entertainment experience for members. 

The automaker’s FordPass is a mobility experience platform that aims to enhance the relationship between Ford and its consumers  by offering benefits that include rewards for membership. 

Spotify joins McDonald’s, 7-Eleven and BP as retailers that will provide members with merchandise and unique experiences. 

The announcement was made during a press conference at the New York International Auto Show. Speakers at the press conference included Elena Ford, vice president, global dealer and consumer experience; Jorge Espinel, Spotify vice president for business development; and Ken Washington, VP of research and advanced engineering.

The partnership marks the latest link between the two companies. Spotify already is one of many apps that interacts with Ford SYNCAppLink. AppLink enables drivers to connect their vehicle and smartphone, and projects apps to the center console-mounted touch screen. Commands can be given via voice or touch.

The new collaboration aims to create a great music experience for members, Ford says. FordPass membership are available to Ford vehicle owners and non-owners alike

Americans spend more than 900 hours a year on mobile, and 25 hours or more per week listening to music, she says. 

“FordPass is one way we deliver for customers a best-in-class consumer experience,” Ford tells Marketing Daily. “The combination of FordPass and Spotify will create a great music experience both inside and outside of the vehicle.”

In addition to music offerings from Spotify, FordPass also plans to partner with providers of news, sports, children’s programming and audiobooks.

“Our goal is to light up the FordPass experience with music,” said Jorge Espinel, Spotify vice president for business development. “We want to be everywhere fans listen to music, and this partnership deepens our relationship with Ford and FordPass members.” 

A FordPass membership is complimentary for Ford vehicle owners and non-owners alike. The platform officially launches in April in the United States and Canada. 

More brands will be added in the upcoming year, Ford says. The company gravitates toward startup, she says. 

FordPass also includes the opening of FordHubs, where consumers will be able to explore the company’s latest innovations, learn about its mobility services and experience exclusive events. 

The first of these urban storefronts opens later this year at Westfield World Trade Center in New York. It will be joined by FordHubs in San Francisco, London and Shanghai. More locations will be added in 2017, Ford says.