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Ford Motor Company (NYSE: F) said today that its New Retail Experience – dubbed Ford Signature 2.0 – is designed to deliver an enhanced customer journey.*
“Today, we’re introducing a new, unified global retail experience, developed with Ford dealers around the world, to meet these needs,” said Elena Ford, chief customer experience officer at Ford Motor Company. “This approach offers seamless options, whether you prefer browsing online or a hands-on dealership visit, ensuring each step of your journey with Ford is effortless – from considering a vehicle to every service appointment thereafter. Like always, we’re putting our customers at the heart of everything with this experience. We’ve created the new design standard, Ford Signature 2.0, with our global dealers, building on years of learnings and pairing behavioral science with human-centered design to foster lasting relationships.”
The Retail Experience has 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.
“The design delivers on Ford’s global brand strategy by offering ways for customers to explore Ford’s exciting products while building trust and community with the dealership. To support dealership associates in delivering on this promise, Ford also provides guest experience training for dealership staff globally, focusing on service, communications, and anticipating customer needs,” said Elena Ford.
“This year, more than 20 dealerships in 10 countries will open with the new retail experience, including stores now open in Brazil and the U.S. By the end of 2026, we’ll have 110 stores open from Michigan to Missouri, from Vietnam to South Africa, all ready to help our customers embark on an exciting new chapter,” said Ford.
*AutoInformed on
About Ken Zino
Ken Zino, editor and publisher of AutoInformed, is a versatile auto industry participant with global experience spanning decades in print and broadcast journalism, as well as social media. He has automobile testing, marketing, public relations and communications experience. He is past president of The International Motor Press Assn, the Detroit Press Club, founding member and first President of the Automotive Press Assn. He is a member of APA, IMPA and the Midwest Automotive Press Assn.
He also brings an historical perspective while citing their contemporary relevance of the work of legendary auto writers such as Ken Purdy, Jim Dunne or Jerry Flint, or writers such as Red Smith, Mark Twain, Thomas Jefferson – all to bring perspective to a chaotic automotive universe.
Above all, decades after he first drove a car, Zino still revels in the sound of the exhaust as the throttle is blipped during a downshift and the driver’s rush that occurs when the entry, apex and exit points of a turn are smoothly and swiftly crossed. It’s the beginning of a perfect lap.
AutoInformed has an editorial philosophy that loves transportation machines of all kinds while promoting critical thinking about the future use of cars and trucks.
Zino builds AutoInformed from his background in automotive journalism starting at Hearst Publishing in New York City on Motor and MotorTech Magazines and car testing where he reviewed hundreds of vehicles in his decade-long stint as the Detroit Bureau Chief of Road & Track magazine. Zino has also worked in Europe, and Asia – now the largest automotive market in the world with China at its center.
Annals of Marketing – Ford Signature 2.0 Debuts
Click for more.
Ford Motor Company (NYSE: F) said today that its New Retail Experience – dubbed Ford Signature 2.0 – is designed to deliver an enhanced customer journey.*
“Today, we’re introducing a new, unified global retail experience, developed with Ford dealers around the world, to meet these needs,” said Elena Ford, chief customer experience officer at Ford Motor Company. “This approach offers seamless options, whether you prefer browsing online or a hands-on dealership visit, ensuring each step of your journey with Ford is effortless – from considering a vehicle to every service appointment thereafter. Like always, we’re putting our customers at the heart of everything with this experience. We’ve created the new design standard, Ford Signature 2.0, with our global dealers, building on years of learnings and pairing behavioral science with human-centered design to foster lasting relationships.”
The Retail Experience has Four Core Principles:
“The design delivers on Ford’s global brand strategy by offering ways for customers to explore Ford’s exciting products while building trust and community with the dealership. To support dealership associates in delivering on this promise, Ford also provides guest experience training for dealership staff globally, focusing on service, communications, and anticipating customer needs,” said Elena Ford.
“This year, more than 20 dealerships in 10 countries will open with the new retail experience, including stores now open in Brazil and the U.S. By the end of 2026, we’ll have 110 stores open from Michigan to Missouri, from Vietnam to South Africa, all ready to help our customers embark on an exciting new chapter,” said Ford.
*AutoInformed on
About Ken Zino
Ken Zino, editor and publisher of AutoInformed, is a versatile auto industry participant with global experience spanning decades in print and broadcast journalism, as well as social media. He has automobile testing, marketing, public relations and communications experience. He is past president of The International Motor Press Assn, the Detroit Press Club, founding member and first President of the Automotive Press Assn. He is a member of APA, IMPA and the Midwest Automotive Press Assn. He also brings an historical perspective while citing their contemporary relevance of the work of legendary auto writers such as Ken Purdy, Jim Dunne or Jerry Flint, or writers such as Red Smith, Mark Twain, Thomas Jefferson – all to bring perspective to a chaotic automotive universe. Above all, decades after he first drove a car, Zino still revels in the sound of the exhaust as the throttle is blipped during a downshift and the driver’s rush that occurs when the entry, apex and exit points of a turn are smoothly and swiftly crossed. It’s the beginning of a perfect lap. AutoInformed has an editorial philosophy that loves transportation machines of all kinds while promoting critical thinking about the future use of cars and trucks. Zino builds AutoInformed from his background in automotive journalism starting at Hearst Publishing in New York City on Motor and MotorTech Magazines and car testing where he reviewed hundreds of vehicles in his decade-long stint as the Detroit Bureau Chief of Road & Track magazine. Zino has also worked in Europe, and Asia – now the largest automotive market in the world with China at its center.