Ford Signature 2.0: redesigned dealerships and a reimagined customer experience

Consumer habits are constantly changing, and car manufacturers must adapt. At Ford, the image of dealerships and the customer experience will be gradually transformed to embody what the company calls “Ford Signature 2.0.”

This new strategy, which will be standardized worldwide, was developed with the help of Ford dealers from around the globe. Twenty dealers in 10 countries will kick things off this year. In fact, a few of these reinvented dealerships are already open in Michigan and even Brazil.

The goal is to have at least 110 by the end of 2026.

Ford wants every step of the customer journey to be smooth and enjoyable, from shopping for a new vehicle to scheduling service appointments, and to foster greater trust and loyalty toward the brand.

Four main pillars

The Ford Signature 2.0 is based on four main pillars:

• Hospitality: employees who are true brand ambassadors and welcoming spaces that facilitate interaction, with drinks and food available to all.
• Choice: Flexibility for customers to choose the sales environment that suits them best.
• Excellence: An efficient layout that optimizes operations for both employees and customers.
• Discovery: The opportunity for customers to see, touch, and discover different vehicles, accessories, technologies, and other products.

Dealer staff will receive more advanced training on customer experience, with an emphasis on service, communication, and anticipating customer needs, according to Ford.

The manufacturer also wants to make the online experience even easier for people who prefer not to do business in person. They will even have the option of having the dealership pick up their vehicle at home, bring it in for maintenance or repairs, and return it later. Mobile teams will also be able to visit homes or other agreed-upon locations for routine work.

Details for the Canadian market are still to be determined.