Ford is known for its “Built Ford Tough” slogan, but recently, Ford built love.Henry Day Ford, one of the several Ford dealerships in the state of Utah, donated $10,000 to Primary Children’s Medical Center with an initiative that began in May and is still in operation.
Given Henry Day Ford’s location near the hospital, one that harbors some of the most cutting edge and exciting medical research in the nation, the dealer knew the donation would make a profound difference. The donation was funded by sales promotion and marketing efforts that notified customers of the dealership’s intention to benefit the medical center.
The center serves children throughout the Intermountain region and was ranked by U.S. News and World Report as one of the nation’s best children’s hospitals in 2014, receiving the designation for its excellence in eight medical specialties.
The local Ford dealer has chosen to center its fundraising effort on this center because of the dire situation that children in the hospital are facing at such a young age. Although Henry Day Ford’s success in Salt Lake County gives it ample room to donate to charities, the dealership has not made the decision to fund the medical center amid wild profits, making its contribution especially noteworthy.
Henry Day Ford is a Salt Lake City microcosm of Ford’s seriousness about philanthropy. Ford owns the largest automaker charity foundation in the World, which donates millions of dollars annually to global education, health and poverty related issues.
When a company as large as Ford can ensure that each dealer under its name is giving to a greater cause than profit, the message becomes clear that philanthropy is one of the automaker’s foremost initiatives and concerns.
If the generous donation means anything, it’s this: if dealers are to compete with Henry Day, and Ford in general, they will have to do much more than sell cars.