Allen Park — When a customer enters a Ford showroom with its new retail design, instead of a receptionist or salesperson, they'll be met with an array of snack options and an offer of a coffee or other drink.

The Ford Signature 2.0 global showroom experience is meant to reduce anxiety for consumers, incorporating elements of hospitality to allow the vehicle shopper to lead their visit. It's the first design developed with dealers throughout the process and is a significant update critical to Ford Motor Co. as it faces rising competitive pressures and increasing numbers of consumers completing purchases online, executives said.

"When you walk into the dealership," said Elena Ford, the Dearborn automaker's chief dealer engagement officer and great-great-granddaughter of Henry Ford, "you w

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