Ford’s latest dealership design combines elements of a hotel lobby with features reminiscent of an Apple Store.
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As the automotive industry undergoes a transformation in the realm of autonomous mobility, manufacturers are also seeking innovative approaches to draw customers into their showrooms. Recently, Subaru announced plans to adopt a full L.L. Bean style, appealing to outdoor enthusiasts. On the other hand, Ford is leaning towards a more tech-centric, Silicon Valley feel.
Ford would likely appreciate if I compared their aesthetic to a certain tech company that begins with the letter “A,” but what they're actually presenting is more akin to “Enjoy your stay” rather than “This way to the Geniuses.” Ford is emphasizing this concept with the first of four fundamental principles that will define the new retail environment: “Hospitality First.”
The revamped showroom layout merges traditional office (“purchase room”) areas with what Ford refers to as “hospitality spaces.” These open, conference-center-style rooms can host interactive displays, relaxation zones, or collaborative environments. After all, even dealerships hold meetings, right?
I must say, it looks impressive—I’ve actually seen it firsthand. Ford is now officially revealing the design known as “Ford Signature 2.0,” but they already have a working prototype (complete with a large refreshment bar) at their Experience Center in Dearborn, which I visited earlier this year. The hotel/conference center atmosphere hits the mark that Ford aims for.
By the end of 2025, Ford plans to launch ten of these “2.0” locations and aims to establish an additional 110 stores globally by the close of 2026.
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Ford’s latest dealership design combines elements of a hotel lobby with features reminiscent of an Apple Store.
Subaru has adopted an L.L. Bean aesthetic. Ford might prefer us to claim they're targeting an Apple store vibe, but what we’re actually observing is more of a 'hotel lobby' atmosphere.