- Ford is revamping their dealerships and making them more welcoming.
- The new focus is on hospitality and relaxed sales interactions.
- Dealers will offer convenient service options to suit every lifestyle.
Buying a new car should be exciting, but the experience often induces feelings of anxiety or dread. A lot of this comes down to the dealership experience, which often leaves plenty to be desired.
Ford is working to address this with a “unified global retail experience” known as Ford Signature 2.0. It promises to make a trip to the dealership more welcoming, relaxing, and painless.
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As part of the revamp, dealers will embrace the idea of “Hospitality First.” Ford said dealership staff aren’t sales people, but rather “brand ambassadors.”
Customers can talk to them in “dedicated hospitality spaces,” which appear geared towards more relaxed and informal conversations. Furthermore, there will be food and beverages available in both showrooms and service areas.
Dealerships will become more flexible as customers can choose where they conduct business. However, the company appears to be pushing in-person sales as they’re referring to either a “traditional purchase room or hospitality space.”
That being said, the automaker also promised a smooth transition between digital and in-person interactions. There will also be online sales in certain markets including the United States.
A New, More Trendy Look
Customers can look forward to revamped dealerships that provide “immersive brand experiences.” This promises to let customers “see, touch, and learn about products, accessories, and technology.” The focus isn’t just on selling as the Blue Oval mentioned efficient dealership designs to “optimize flow and functionality and enhance the experience for guests.”
Ford didn’t go into many specifics, but it looks like dealerships of the future will have an open and airy design that resembles a coffee shop. Cubicles are nowhere to be seen as they’ve been replaced by a coffee bar, round tables, and a few dedicated work spaces. We can also see interesting vehicle displays with props as well as retailer-inspired merchandise areas.
More Convenient Service
On the service side of things, there’s Ford Pickup & Delivery. It sees dealership employees pick up your vehicle, repair it at the dealership, and then return it to you. That sounds pretty convenient and this should help to eliminate some of the sting of constant recalls.
For minor and routine issues, there’s Ford Mobile Service. It sees technicians come to you – either at home or at work – and due maintenance on-site.
Ford Signature 2.0 will roll out to more than 20 dealerships in 10 countries by the end of the year, while that number will grow to 110 stores by 2027. This appears to be a gradual transition, but customers can eventually expect a more welcoming and convenient experience.
