Ford Unveils New Dealership Design and Sales & Service Experience

[Administrator]

Ford Unveils New Retail Experience to Deliver Enhanced Customer Journey

November 6, 2025

Words by Elena Ford


At Ford, we understand that how you explore, purchase, and service your vehicle is constantly evolving.

Today, we're introducing a new, unified global retail experience, developed with Ford dealers around the world, to meet these needs.

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 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.


This new retail experience is built on 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 optimizeflow 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.

We're also ensuring that you can easily blend your digital and in-person interactions. Currently available for all Ford nameplates in the U.S. and in 15 European markets, customers can build, price, and continue their purchase online or offline with their local dealer.


You can start your journey from your phone and finish it in person or complete the entire transaction digitally.

Convenience remains paramount for service customers. 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 dispatches certified technicians to a customer's preferred location.


Through the third quarter, Ford has offered 3.8 million remote experiences around the world, including Pickup & Delivery and Mobile Service.


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.


Elena Ford is the chief customer experience officer at Ford Motor Company.

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[1929]

Too me too white and beige.

 

[Glen Baker LLC]

Elena Ford,
I'm going to try and limit this to things that are in Ford's control and not the franchised owned dealerships.
Fancy buildings don't make a good company or a good reliable, product, that folks need to depend on and want to buy.
From janitor in the factory to the CEO. It's the people / employees of the Ford.
I don't know where Ford lost its way in regards to Quality Being Job 1.
There's something lacking or some breakdown within the Ford structure, that they can't get a handle on quality control.
This is something cultural within Ford that a new showroom is not going to change.
Then there's supply chain backups for parts. Having enough parts so they aren't on backorder inconveniencing customers for weeks sometimes months. There shouldn't be any reason a customer has to wait weeks or months for a wiring harness or a technical solution.
Initial software design problems. Ignoring problems at the corporate level until a governing agency has to step in and start leveling fines.
Quality control is not a dealership issue that's a Ford issue. A pretty facade isn't going to change that.

Elena,
I offer this example.
I typed into Google. What is Ford's biggest current problem.
In Summary.
It isn't bad showroom design aesthetics and lack of coffee bars.

 

[Cancunbadlands]

Whitexicans

 

[natas666]

How will this fit into the dealer markup racket? Will we get uniform pricing from all dealers? Will I still be dealing with the guy that has stale coffee and cigarette breath following me around from car to car?

 

[Aleks]

Too me too white and beige.

who designed these, one of the kardashians?

 

[Carlitos_92]

I have no beef with the aesthetics (which will take a decade or more to roll out, and even then, probably only at larger metro dealerships). So this is nice, but ultimately what people remember is how they were treated, how they got along with the sales/F&I people, and how they felt about the OTD cost. Having a coffee bar and free snacks is cool, but not at all unique.

I bought an Acura 10+ years ago in an aged, very unspectacular dealership (it's not even there anymore), but what I remember more than anything is that the internet sales guy gave me the price that I wanted, and the F&I guy didn't upsell me on a single thing. In fact, since we were there late in the evening, he recommended an ethnic place to go eat at, and a decade later, we still go there for a good meal.

TL;DR don't tell me you're changing the culture, Ford. Show me.

 

[commadorebob]

Apple Store vibe.

 

[stevj]

Totally unrealistic; nobody smiles like that when trying to buy a car.

Steve

 

[Zackg]

All I care about is getting the lowest price and getting out the door as fast as possible. Not the free snack food, coffee or decor. But if every dealer has uniform pricing then I guess they have to compete on extra features.

 

[Bob The Builder]

Coffee bar but where's the donuts?

 

[Blue_Max]

Shepherd Book lives!

 

[Bob zimmerman]

Shepherd Book lives!

Look at the Biscotti in his hand and the reflection in the mircowave.

 

[Glen Baker LLC]

How will this fit into the dealer markup racket? Will we get uniform pricing from all dealers? Will I still be dealing with the guy that has stale coffee and cigarette breath following me around from car to car?

Dealerships are privately owned. I don't know how uniform pricing fits in with that. Wouldn't that mean that everybody has to pay MSRP? Would that mean that dealers could no longer offer incentives?
As far as I know Tesla is the only car company that offers uniform pricing but they also sell direct to consumers.

 

[icegradner]

Dealerships are privately owned. I don't know how uniform pricing fits in with that. Wouldn't that mean that everybody has to pay MSRP? Would that mean that dealers could no longer offer incentives?
As far as I know Tesla is the only car company that offers uniform pricing but they also sell direct to consumers.

There was a big thing about this with Toyota a number of years ago, going to a no haggling model. Dealers don't pay any attention, most dealers charge over MSRP for almost everything. I don't see it making any difference with Ford either.

For those who don't recall Ford had an offical policy during 2021-2023 vehicle shortage, no charging over MSRP. Yeah, that worked real well.

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