Improving the Buyer Experience
Buying a new car should be an exciting event, but often this process causes anxiety or even disgust. This is largely due to visiting dealerships that do not always meet customer expectations.
Ford aims to solve this problem with a unified global retail approach called Ford Signature 2.0. This initiative promises to make a visit to the dealer more pleasant, relaxed, and hassle-free.
Dealers will adhere to the ‘Hospitality First’ principle. Ford representatives note that dealership employees are not salespeople, but ‘brand ambassadors’.
Customers will be able to communicate with them in specially designated hospitality areas, which seem to be focused on casual and informal conversations. Furthermore, food and drinks will be available in showrooms and service areas.
Flexibility and Modern Design
Dealerships will become more flexible, as customers will be able to choose the location for conducting deals. However, the company seems to prefer in-person sales, offering a choice between a ‘traditional deal room or a hospitality area’.
Nevertheless, the automaker has also promised to ensure a smooth transition between digital and personal interactions. In certain markets, including the USA, online sales will also be available.
A New, More Trendy Look
Customers can expect updated dealerships that provide an ‘immersive brand experience’. This will allow customers to ‘see, touch, and learn about products, accessories, and technologies’. The focus is not only on sales, as Ford mentioned efficient dealership designs to ‘optimize flow and functionality and improve the guest experience’.
Ford did not provide many details, but it seems that the dealerships of the future will have an open and airy design, similar to a coffee shop. Offices will not be visible, as they will be replaced by a coffee bar, round tables, and several special work zones. One can also see interesting displays with cars and props, as well as merchandising areas inspired by retail.
Convenient Service
In the service sector, the Ford Pickup & Delivery service is offered. It involves dealership employees picking up your car, repairing it at their center, and then returning it to you. This sounds quite convenient and should help alleviate the frustration from constant recalls.
For minor and routine issues, there is Ford Mobile Service. It involves technicians coming to you — at home or work — and performing the necessary maintenance on-site.
Implementation Plans
Ford Signature 2.0 will be implemented in over 20 dealerships in 10 countries by the end of the year, and their number will grow to 110 by 2027. This is a gradual transition, but over time, customers can expect a more hospitable and convenient experience.
These changes reflect a broader trend in the automotive industry, where traditional sales models are gradually giving way to customer-centric approaches. Transforming dealerships into spacious, comfortable, and technologically equipped environments can significantly impact customer loyalty and overall brand perception. The implementation of such initiatives, especially in the face of growing competition from electric and digital car brands, becomes an important step for maintaining competitiveness in the market.