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New Global Retail Concept of Ford Debuts in Brazil with Pilot Store, Digital Integration, Flexible Service and Focus on Customer Experience, Marking a Strategic Change in the Way the Brand Relates to Consumers and Structures Its Dealerships.
Ford has initiated in Brazil the implementation of Signature 2.0, a new global standard for retail and service that the brand intends to adopt in dealerships around the world.
The first unit of the group to operate with this concept in the country is Ford Caminho, in Campinas (SP), which will serve as a showcase for the model that combines redesigned physical structure, integration with digital tools, and a more flexible purchasing journey.
Signature 2.0 was tested in a pilot project in the United States and, based on that experience, has entered the official implementation phase.
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The proposal, according to the automaker, is to offer a continuous experience between the online and physical environments, with less rigid service and spaces designed for the customer to choose how they prefer to be welcomed and guided during purchase or assistance.
Global Standard Signature 2.0 Redefines Service at Dealerships
The new concept repositions the dealership as a relationship environment, not just a sales one.
Ford describes the project as a human-centered design, focusing on reception, functionality, and comfort, as well as greater integration between digital and physical experiences.
In a statement, Elena Ford, global leader of the Dealer Engagement area, stated that the initiative aims to standardize interactions and strengthen the bond with the customer.
“Working alongside our global dealerships, we have created a retail experience that redefines how we connect with our customers, enhancing every interaction,” she said.
She added: “This is not just a physical design update, it is an integrated approach to how we serve our customers, online or in person, to ensure they feel valued from the first visit.”
In practice, the store will offer different service configurations, including the possibility of conversing in an office or in a more informal environment.
This logic follows the idea of giving the consumer more control over their journey within the dealership.
Ford Signature 2.0 Store in Brazil Enters Select Global Group
Ford Caminho is among the first 20 dealerships of the brand in the world to adopt Signature 2.0.
The implementation is scheduled in ten countries by the end of 2025, including Brazil, Chile, Argentina, Colombia, and Peru.
For South America, the announced goal is to adapt 9% of dealerships to the new standard by 2026.
For Antonio Baltar Jr., commercial director of Ford South America, the project aims to strengthen the relationship between the public and the brand.
“It is a source of pride for our region to be among the first in the world to open stores under the Signature 2.0 standard, tightening the relationship between customers and the brand with personalized treatment,” he stated.
“These are spaces created to make the customer comfortable, provide even more reception, and anticipate their needs, making them feel like part of the Ford family.”
Although the proposal has a global bias, the execution depends on each unit.
The process involves layout changes, service routines, and support structure for sales and after-sales.
Digital Experience, Test Drives and Focus on Integrated Services
In addition to redesigning the space, the dealership invests in interactive features to support the customer experience.
Ford mentions the presence of digital tools integrated into the service.
At the Campinas unit, one of the highlighted differentials is a simulator, as part of the effort to make the visit more immersive.
The store also offers test drives of different models from the portfolio.
Among them are the Ranger, Ranger Raptor, F-150, Bronco Sport, Territory, and Maverick, according to information released by the automaker.
The project also plans for specialized service for commercial vehicles.
There is a dedicated team for the Ford Transit line, in addition to a space for licensed brand products.
According to Ford, the opening of the unit generated 60 direct and indirect jobs.
These positions involve roles related to the showroom, after-sales, and support for commercial vehicles.
The strategy caters to both end consumers and clients operating fleets.
Sales Expectation and Complete Journey Inside the Store
The dealership asserts that the change also targets efficiency. The goal is to concentrate stages of the process in a single location.
Diego Baeto, commercial director of Ford Caminho, explained that “the dealership is 100% aligned with Ford’s new global guidelines.”
“We have inaugurated a new store concept, much more beautiful, functional, and extremely welcoming in each of its environments,” he said, adding that “the expectation is to sell 100 cars every month, including new and used ones.”
The executive also described a proposal for more integrated service.
“From the first contact, the customer will feel the difference of a unique experience, based on a complete journey that prioritizes excellence in each interaction with our professionals.”
“They can resolve everything at the store, from insurance and documentation to options for the car,” he said. The unit is located at Avenida Francisco José de Camargo Andrade, 720, in Campinas.
The address now serves as a local reference for the brand’s new architecture and service model.
Grupo Caminho Consolidates Ford Leadership in the Southeast
Grupo Caminho, responsible for the operation, was founded in Araçatuba (SP).
The group has represented Ford since 2000 and currently operates seven stores in the State of São Paulo.
It is presented by the brand as the largest Ford group in the Southeast. It is also the sales leader of the Ranger in the regions where it operates.
Among the recognitions mentioned by the company are three President’s Awards.
The global distinction is awarded by Ford to dealerships that excel in metrics related to customer experience.
With the opening of the unit in Campinas within Signature 2.0, Ford signals its intent to accelerate the standardization of retail in the region.
The strategy adjusts the way the brand sells and serves in a market that combines online research, in-person visits, and demand for quick solutions in after-sales.
Nunca vi uma reportagem tão mentirosa. Vocês esqueceram de comentar do pós venda horroroso da Ford. Estou há 2 meses andando com um Ford Territory batido porque eles não tem para-choque de reposição. Um CAOS. NÃO COMPREM O FORD TERRITORY, DICA DE QUEM COMPROU E TEVE SÉRIOS PROBLEMAS.
Se eu tivesse dinheiro comprava um FORD novinho quem sabe um Mustang. No passado tive vários veiculos Ford e são carros excelentes mas no momento eu não consigo ter um desses que rodam por ai, essa é a verdade……Quanto a investir no Brasil, espero que todos que observam esse ponto de maneira tão emocional, estejam observando com propriedade e conhecimento do que é de fato ter uma empresa no nosso País. Penso que a maioria das criticas não vem de empresários……… se a Ford não estava ganhando dinheiro e agora está….sinto muito pelos emotivos ……mas nos negócios o que de fato interessa é ter saúde financeira.
Queria saber o quanto o 9 dedos sete peles prometeu dar em dinheiro e impostos novamente para voltarem?