No shopping centres for Ford

UPDATED: Ford Australia has advised that it incorrectly credited Fitch Design with participation in the design of Apple and Nike retail outlets. Our article has been amended to reflect this.

Ford is not going shopping any time soon. That's the takeout from the Blue Oval's global head of customer experience, Elena A. Ford, who last night opened a multi-million-dollar dealership in Melbourne's north.

Bayford in the outer northern Melbourne suburb of Epping, is just the third dealership globally built to Ford's new dealership model.

Focusing on integrating sales, service and community elements, the new design is the handiwork of Fitch Design,

Ironically, however Ford, Henry's great-great granddaughter and the eponymous company's Vic President Global Dealer and Customer Experience, took the opportunity to categorically state the Blue Oval is not interested in moving away from its existing dealership model. Nor will it be placing Ford outlets in conventional retail centres.

"Ford has a long term commitment to partnerships with dealers. The format will evolve with feedback... [But]We want dealers to have facilities that are destinations," Ford told motoring.com.au.

"We are not going to put dealerships in shopping centres," she stated.

Ford's comments came on the same day Mitsubishi announced a shopping centre-based retail outlet in Geelong (Ford's home town in Australia) in conjunction with its dealer King's Cars. In recent months, Renault has pursued permanent sales outlets in retail centres and Melbourne's (in)famous Chadstone Shopping Centre has hosted pop-up stores for brands including Holden and Audi. Tesla now has a permanent shopfront at the burgeoning 'Fashion Capital'.

Ford says the new dealership design places a significant emphasis on customer experience and technology.

"Every automaker is striving to unlock long-term customer loyalty but Ford is focused on connecting with consumers on their terms and building an experience they will love, regardless of where they meet us," said Ford.

"The Ford showroom will become more than a place to buy a car, it's the focal point of the customer relationship," she added.

Posters have been banished from the interior (and exterior) of the dealership – branding and product promotion is exclusively electronic and can be cycled accordingly. The Bayford set-up includes a huge external screen as part of its façade.

Inside, the dealership's 'tech-bar' complete with captive tablets is prominent.

"The rationale behind the 'tech-bar' is to create a web-based experience inside the showroom, giving customers the chance to interact with their dream vehicle guided by an experienced Ford sales person," Ford Australia said.

As evidenced by the new Bayford facility, there is also less separation between showroom and service areas in the new design.

Ford Australia and Bayford have changed the "processes" used in the business too, Ford Australia boss Graeme Whickman intimated.

Only the Detroit site #1 for the new dealership model beat the Bayford's facility into operation. Another new-look flagship in China was commenced before the Epping facility but is still to open.

"The time's right for a facility like this in Australia," Whickman told motoring.com.au.

"We've been working to improve customer experience. Australia is a mature market [so] this is a good opportunity to apply what we've learned," he stated.

Ford Australia says that by 2020 "90 per cent of Ford's local customer base will be covered by a total of 90 stores having been refreshed".

"Using a blend of the best of bricks-and-mortar retailing with web-based innovations, these showrooms will make it easier than ever before for customers to buy and service vehicles," the company stated.

The opening of the dealership comes just months after the Bayford group celebrated its 100th anniversary. The dealership organisation was one of the first businesses Ford Australia engaged as a dealer when the company was incorporated 92 years ago.