Ford in South Africa has begun advancing the rollout of Ford Signature 2.0, the company’s next-generation global retail experience designed to elevate how customers engage with the Ford brand across physical and digital touchpoints.
Signature 2.0 represents the most significant update to Ford’s retail experience since Trustmark in 2003 and builds on the success of Signature 1.0. The new approach reflects Ford’s response to evolving customer expectations, new industry disruptors and the brand’s own business evolution, the manufacturer claims.
Developed in close collaboration with Ford’s global dealer network, Signature 2.0 recognises that while many customers begin their journey online, in-person dealership engagement remains a critical moment in building trust, confidence and long-term relationships. The new retail experience is designed to connect these touchpoints seamlessly, supporting choice, flexibility and human connection.
“Signature 2.0 reflects how Ford is evolving to meet our customers where they are today,” says Elena Ford, Chief Dealer Engagement Officer, Ford Motor Company. “This isn’t simply about how our dealerships look. It’s about how they feel. We’re creating environments that are welcoming, intuitive and grounded in hospitality, where customers feel valued from the moment they engage with the Ford brand.”
At the centre of Signature 2.0 is a hospitality-led philosophy designed to move beyond the traditional transactional retail environment. The experience is guided by four core principles: Hospitality First; Sales & Service Anywhere; Discover Ford; and Operations Excellence. Together, these principles create welcoming environments, support meaningful conversations, showcase the Ford brand and empower dealership teams to deliver consistent, high-quality experiences.
A key focus of the new retail experience is ensuring parity between sales and service interactions. Customers returning for servicing are welcomed into the same environment and experience as those purchasing a new vehicle, reinforcing trust and continuity throughout the ownership journey.
In South Africa, the rollout of Signature 2.0 is progressing through a phased approach aligned to dealership facility upgrade cycles. Ford expects 14 local dealerships to be aligned to the Signature 2.0 standard by the end of 2026, with the majority of the dealer network transitioning to the Signature 2.0 experience by the end of 2028.
“The investment we’re seeing from our dealer partners is a strong endorsement of the Ford brand,” said Neale Hill, President, Ford Motor Company, Africa. “These are long-term commitments made by independent business owners who believe in Ford and have confidence in the strength and future of our products and brand. Signature 2.0 has been designed to be both aspirational and practical, supporting high-quality retail environments that make sense for local markets and enable sustainable, long-term growth.”
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