A FordStore location in Rome
Ford will open 200 new flagship FordStores throughout Europe in 2015, bringing it closer to its ultimate goal of maintaining a total of 500 FordStores by the end of 2016.
“Our ambition is that FordStores provide a seamless best-in-class customer experience both in store and online. FordStores represent the very best of Ford and will be the new face of the company in Europe’s largest towns and cities,” said Gaetano Thorel, vice president, Marketing, Ford of Europe. “Many customers arrive at the car dealership already very well‑informed, and increasingly expect the retail experience to be just that – an experience.”
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Like American dealerships, FordStores will give customers the opportunity to sample Ford’s products firsthand before ultimately determining whether to purchase or not. In a style not dissimilar from The Lincoln Way used in China, FordStores will have a more home-like aesthetic, complete with the Vignale Lounge—a customer-centric area with plush furniture and warm colors that borrows its name from the newly-revealed upscale Mondeo variant.
The Ford Vignale Lounge
“FordStores are the ideal platform from which to launch our Ford Vignale experience. Ford Vignale is designed for discerning individuals for whom time is the jewel and who demand quality experiences,” Thorel said. “Vignale ensures personalized service tailored to the customer’s needs and makes them feel special from the moment they walk in the door.”
The Vignale experience will also include a smartphone app that will provide GPS-enabled services including Vignale Park Me to help drivers find their vehicles more easily, and Vignale Call One for 24-hour-a-day customer support.
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