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.