Ford launches new dealership standards, elevating customer experience

Ford Motor Company has officially introduced the Dealer Standard – Ford Signature 2.0 – with a design that gives customers a flexible, seamless combination of online and in-dealer shopping service options, in line with current consumer trends.

“Working with our global dealers, we have created a dealership experience that reimagines how we connect and engage with our customers. This is more than just a physical design update, it’s a holistic approach to serving customers, whether online or in person, to ensure customers feel valued from the moment they first visit,” said Elena Ford, Director of Dealer Relations, Ford Motor Company.

To meet the evolving needs of customers and changing shopping trends, Ford Signature 2.0 was developed in collaboration with Ford dealers worldwide. It builds on the foundation of Ford Signature 1.0, introduced in 2017 and marks the most significant update to the Ford Dealer Standards since the Trustmark in 2003.

This shift reflects current consumer trends, where 55-60% of car buyers start their shopping journey online. However, according to a 2024 study by Cox Automotive, 40-45% still start their shopping journey by visiting a dealership.

Ford Signature 2.0 combines behavioral science with human-centered design to build trust and lasting relationships. The design is flexible and customer experience-oriented, providing solutions that are regionally and culturally relevant to each market. Core elements include optimizing the customer journey, seamlessly combining online and offline experiences, creating memorable moments along the customer journey.

The global design ensures a consistent brand experience around the world , in line with Ford's global brand strategy. It also supports the customer advisory team in sharing new Ford products and technologies, thereby building trust and a loyal customer community. In addition, Ford also provides customer experience training for dealership staff globally, which focuses on service and communication to enhance customer relationships and anticipate needs.

“We now have a space to connect with customers, helping them feel part of the Ford family. The space is designed for sales consultants to help customers feel comfortable, welcome and leave with memorable impressions of the dealership and the Ford brand,” said Jennifer Kolstad, Director of Global Design and Branding, Ford Motor Company.

Ford Signature 2.0 is built on four core principles:

• Understanding customers: Dealer staff will act as brand ambassadors, with separate lounge areas for chatting, with food and drinks served in the showroom and service areas
• Available anywhere: Clients can choose their preferred transaction space – in a traditional consulting room or in the service area.
• Efficient operations: Design to optimize workflow and functionality while enhancing the customer experience, focusing on employee workspaces.
• Explore Ford: Delivering immersive brand experiences that allow customers to see, touch and learn about products, accessories and technologies.

The new Dealer Standard provides a seamless connection between the customer’s online and in-dealer journey. Now available across all Ford vehicles in the U.S. and electric vehicles in 15 European markets, it allows customers to customize, check pricing, and complete their entire purchase online with their local dealer. Customers can choose to view the vehicle at home and complete the transaction in person, or complete the entire transaction online at a standard dealership.

Ford continues to expand customer choice and convenience in after-sales service. As of Q3, there were 3.9 million remote technology experiences globally, including Ford Pickup & Delivery and Mobile Service. With Ford Pickup & Delivery, the dealer picks up the customer’s vehicle, takes it to the service area, performs maintenance, and returns the vehicle upon completion. For regular services, with Mobile Service, a Ford technician comes to the customer’s chosen location to perform the service.

“We take great pride in the relationships we build with our customers, and it’s great to have a space that allows our team to create an even better experience for them. Prior to opening, our team spoke with Ford to learn more about how we could use the space. We’ve tweaked some of the details to create more memorable moments for our customers, and we believe this will be a huge turning point for our business,” said Dave Wilson, owner of Preston Automotive Group and Boulevard Ford.

There will be more than 20 dealerships in 10 countries officially operating under the new Dealer standard by the end of this year, with many more expected to follow in 2026.

In Vietnam, Hue Ford dealership will officially open in December 2025 under Ford Signature 2.0. In addition, other dealerships nationwide will also have plans to upgrade to Ford Signature 2.0 standards starting from 2026.

Vietnam.vn