Boulevard Ford of Millsboro is opening October 2 as Ford's first dealership designed without siloed desks or cubicles. Instead, customers will walk into what general manager JB Burnett describes as "somebody's living room" with a barista hub and open seating areas.
Driving the news: The facility represents Ford's $F ( ▲ 0.13% ) new Signature 2.0 design, and Burnett's store is the first in the world to implement it.
Elena Ford, the chief customer experience officer at Ford, announced the Signature 2.0 concept at last week's dealer meeting in Vegas.
The design eliminates traditional dealership barriers in favor of customer-led buying journeys, requiring digital-first, mobile transactions.
What they’re saying: You know, I've always said, meet people where they're at. Years ago, I had this epiphany and I said, ‘you know, I don't think I would buy a car from me.’ Dealership for three hours… four hours. And I just don't think I would do that. And so I really started streamlining the process years ago,” Burnett told Daily Dealer Live hosts Sam D'Arc and Uli de’ Martino.
By the numbers: Burnett's new 44,000-square-foot facility has 30 service bays and five indoor detail bays. The eight-mile relocation required ground-up construction, though costs run lower than traditional facilities due to fewer walls and separated spaces.
But that was only phase one. Burnett knew that a redesigned facility also needed redesigned workflows.
"Ford's telling me, hey, this is what we want it to look like. We want this experience. But what they're not making me do is follow certain steps to get there," he explained.
So, he decided to evaluate five digital platforms before selecting AutoFI to power tablet-based transactions throughout the facility, since shared spaces require mobile deal management.
AutoFI integrates with CDK's DMS and will replace much of VIN Solutions' CRM functionality.
"Whether [customers] start at home, whether [they] start in the dealership, [they] have the same experience," he explained. "And then the sales associate at that point has sort of direct control over the deal."
The system lets sales associates adjust financing terms, down payments, and lease options without "running back to the desk" while management sets pricing parameters behind the scenes.
Between the lines: "There's the guy that wants to do 100% of it in the showroom for eight hours and grind. And then there's the guy that never wants to step foot in the showroom. And so if I can just find wherever you're at," he said.
That flexibility changes who customers interact with. Initially, customers will still visit a finance manager after sales associate interactions, but AutoFI's capabilities could enable "one-stop shop, beginning to end" transactions with proper training.
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As a result: Burnett is considering one-price selling.
“I think where we're going to go into it is obviously internet pricing posted, no BS, no crack rebates or any of that stuff. And we're just going to open every deal there. It's going to be clean,” he explained.
Looking ahead: The next Signature 2.0 facilities are planned for South America and Europe, making Burnett's operation the sole U.S. example while Ford measures whether Signature 2.0 improves throughput, customer satisfaction, and profitability.
"I think if they find success in my facility and maybe a couple of the other pilot facilities around the globe, I think you will see a little bit of a bigger push," Burnett said.
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