Ford Signature 2.0 to Reinvent Dealerships and Customer Experience
Consumer habits are constantly evolving, and car manufacturers must adapt. At Ford, the dealership and retail experience will be gradually transformed as part of what the company calls the "Ford Signature 2.0."
This new strategy, which will be unified globally, was developed with the help of Ford dealerships around the world. Approximately 20 dealerships across 10 countries will kick things off this year. In fact, some of these reimagined dealerships are already open in Michigan and even Brazil.
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The goal is to have at least 110 by the end of 2026.
Ford wants to ensure that each step of the customer’s journey is effortless, from considering a vehicle to every service appointment thereafter, while also fostering greater trust and more durable relationships.
Four Core Principles
The Ford Signature 2.0 is based on these four core principles:
- Hospitality First: Dealership staff serve as brand ambassadors with dedicated hospitality spaces for conversations. Food and beverages are accessible from the showroom and service area.
- Sales & Service Anywhere: Flexibility for customers to choose which environment, a traditional purchase room or hospitality space, is their preferred space to conduct business.
- Operations Excellence: Efficient design to optimize flow and functionality and enhance the experience for guests, with a focus on employee spaces.
- Discover Ford: Immersive brand experiences for customers to see, touch and learn about products, accessories and technology.
To support dealerships through this transformation, Ford will provide guest experience training for dealership staff globally, focusing on service, communications and anticipating customer needs, the company says.
Moreover, Ford wants to make the online experience even easier for people who prefer not to do business in person. Not only that, but with Ford Pickup & Delivery, the dealership will pick up the vehicle, take it to the dealership and return it once the work is complete. For routine services, Ford Mobile Service will dispatch certified technicians to a customer's preferred location.
As for Canada, a Ford spokesperson told The Car Guide that more than a quarter of its Canadian dealerships have completed or in the process of completing Ford Signature 1.0. Feedback from customers with those dealer updates has been positive. The new Ford Signature 2.0 design builds on those learnings and it is under review in the Canadian market.
