Ford Displays Dealership for the Next Millennium at the 1998 National Automobile Dealers Association Convention
31 January 1998
Ford Displays Dealership for the Next Millennium at the 1998 National Automobile Dealers Association Convention
NEW ORLEANS, Jan. 31 -- Ford Motor Company is
offering a vision of tomorrow at a new exhibit unveiled today at the National
Automobile Dealers Association (NADA) convention in New Orleans. Dealers and
others visiting the Morial Convention Center for the event will experience a
dealership for the next millennium when they visit the Ford Motor Company
exhibit.
The changing face of automotive retailing can be seen in all aspects of
Ford Motor Company's unique exhibit of a "virtual dealership" -- the
first-ever full dealership environment to be shown at the NADA convention.
The model depicts a facility designed around specific elements of a superior
dealership sales and service experience as defined by customers.
"Shopping for a new car or truck or having a vehicle serviced are
experiences many people find uncomfortable or intimidating," said Robert L.
Rewey, group vice president -- Marketing, Sales and Service, Ford Automotive
Operations. "Our new dealership designs are intended to create an environment
that says to customers that we respect and understand their needs and makes
them feel comfortable and cared for, whether they're at the dealership for an
oil change or to buy or lease another vehicle."
Highlights of the new dealership concept that are featured in the Ford
NADA exhibit are visible both from the exterior and the interior. A branded
welcoming arch forms the entryway -- marked with both the Ford and Lincoln-
Mercury division brands for purposes of the NADA exhibit. Up-front service
write-up stations and new-vehicle delivery areas also are featured in the new
dealership design. Placing the service write-up areas up-front provides
convenience for returning customers and demonstrates that the dealership
places equal importance on selling and servicing vehicles.
Once inside, the customer will be greeted by a receptionist who will
invite them to browse through available product information at their leisure,
direct them to the parts or service area, or call a salesperson to meet with
them when they're ready. The customer then will enter a mall-like area that
links service and vehicle sales. There is a central lounge that offers
amenities such as desks where the customer can connect a lap-top computer and
phones that can be used to make free local calls. There is a children's play
area that can be seen from the central lounge and large windows overlooking
the service area that enables customers to watch their vehicles being worked
on.
As depicted in the model at NADA, the service advisors have individual
write-up stations located adjacent to the weather-protected vehicle drop-off.
The cashier's station and lounge are close to service write-up, eliminating
confusion for the customer and adding even greater convenience. Also included
among the service features in the exhibit is a paint booth and a Quick Lane, a
new initiative designed to offer fast, convenient oil change and routine
maintenance competitively priced.
Staffing Ford's model dealership are representatives from 18 company
activities and 80 suppliers, many of whom will be using the Ford exhibit as
their only booth at the NADA convention. They will demonstrate the equipment,
furniture and other services used throughout the dealership.
Dealers visiting Ford's NADA dealership of the future will be able to meet
with representatives of the architectural firms who developed the designs.
Miller/Zell for Ford Division franchises and J. Howard Nudell for Lincoln-
Mercury franchises. A total of 15 dealership facilities have been built in
the United States, using the new designs, with approximately 60 more planned.
SOURCE Ford Motor Company