Dealers Question Homogeneity In The Ford Dealership Renovation Program

By Cornelius Nunev

To stay on top, auto dealers need the very best facilities and equipment. That's why Ford has pledged to match money on its newly publicized dealership restoration program. Dealerships in the U.S. will be matched up to $750,000.

Not like previous opportunities

Unlike previous efforts on the part of Ford to incentivize dealership improvements, the new dealership renovation program revealed at the NADA Expo isn't really tied to sales volume or customer scores, according to Ford's vice president of U.S. marketing, sales and service, Ken Czubay.

"It is our affirmative action to support our dealers in a great low-interest, growing market," he said.

Ford's matching efforts are meant to bring all of its dealerships to the future at full speed.

Hoping for all dealerships

Ford has already had 70 percent of the Ford Lincoln dealerships agree to participate in the program, though Ford is hoping that all of its dealerships and affiliates will be willing to be part of it. Ford did not announce how much cash it intends to spend on the program though.

"This is about making sure the customers get in the store, get in the service department, they have a great modern experience," said Jim Farley, Ford and Lincoln's executive vice president of global marketing, sales and service. "It's not about just beautiful brand signs and what the dealership looks like on the outside."

Good program for some

Most dealers are okay with the renovation program assuming it will make dealers more uniform, according to a recent NADA survey. Ford does allow for flexibility in standardization, but the idea in general was not all that popular.

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