Ford South Africa is rolling out Ford Signature 2.0, the company’s next-generation retail concept designed to transform how customers interact with the brand across both digital and physical channels.
The initiative marks Ford’s most significant retail update since Trustmark in 2003, building on the foundations of Signature 1.0. Developed with input from Ford’s global dealer network, the new approach recognises that while many customers begin their journey online, the dealership remains a vital space for trust and long-term relationships.
“Signature 2.0 reflects how Ford is evolving to meet our customers where they are today,” explains Elena Ford, Chief Dealer Engagement Officer. “This isn’t simply about how our dealerships look. It’s about how they feel.”
Centred on a hospitality-led philosophy, the experience is guided by four principles: Hospitality First; Sales & Service Anywhere; Discover Ford; and Operations Excellence. These ensure welcoming environments, parity between sales and service, and consistent high-quality engagement.
In South Africa, the phased rollout is aligned with facility upgrade cycles. Fourteen dealerships are expected to meet Signature 2.0 standards by 2026, with most of the network transitioning by 2028. Globally, more than 55 dealerships in 21 countries are planned to open with the new design in 2026, following 19 openings last year.
Neale Hill, President of Ford Motor Company Africa, says: “The investment we’re seeing from our dealer partners is a strong endorsement of the Ford brand. Signature 2.0 has been designed to be both aspirational and practical, supporting sustainable, long-term growth.”
Staff Writer
Reporting from the front lines of the automotive industry, delivering expert analysis and the technical updates that drive the South African motor sector forward.
