Ford Motor Co. announced a makeover that could span its 9,000 dealerships worldwide to emphasize hospitality and convenience over sterile, intimidating spaces.
The Signature 2.0 concept is meant to make locations more welcoming and create a more streamlined experience for consumers from the website to the showroom.
“It can be intimidating going into a dealership. … It’s not as comfortable as going into an Apple Store, as an example,” Ford Chief Dealer Engagement Officer Elena Ford told the Detroit Free Press. “So this ‘hospitality first’ was something that really came out of, not just talking to customers, but benchmarking other industries.”
The makeover…