FORD has this week launched an improved free mobile phone initiative which applies to the fleet as well as the retail market. Ford Call II is the follow-up to the original Ford Call, which was launched in autumn 1994 with a free mobile phone being offered with every new Ford.

However, Ford's initiative, which was quickly followed by Vauxhall, was almost universally attacked by the fleet industry (Fleet News November 18 and November 25, 1994). At the time fleet managers were concerned about administration problems caused by drivers signing up for the giveaway mobile phones, while other fleet chiefs called for vehicle prices to be cut instead of manufacturers giving away free phones.

Simultaneously the Inland Revenue, following questions from Fleet News, confirmed company car drivers who received free mobile phones would have to pay tax on them even if they paid their own bills. Despite fleet concerns Ford said almost 40% of customers for new Ford vehicles took up the offer.

Ford Call II sees a smaller mobile phone giving users access to a wide range of information services - including airport telephone numbers, Ford services, bank and building society cashpoint locations, Forte Hotel locations and Hertz car rental outlets as well as a secretarial fax service - being given free along with free connection if drivers of new Ford cars complete the special agreement. There is also access to the Ford/RAC Call Centre giving phone users route planning information and traffic and travel information as well as roadside recovery.