Allan Young doesn’t care for salespeople. More importantly, his analytics say, neither do customers.
So about three years ago, Young, the dealer operator of Wayne Akers Ford in Lake Worth, Fla., near West Palm Beach, got rid of them all.
He says he didn’t fire anyone but instead redefined employees’ roles as part of sweeping changes to the dealership experience in a bid to make Ford cool in a diverse community where many consumers wouldn’t give the brand a second thought.
Before customers ever walk into the showroom, they can browse inventory and speak with representatives at off-site kiosks sprinkled at partner locations throughout South Florida. When they enter the building, they’re greeted by a concierge, who helps direct their experience. Only upon request does a product specialist come from the back to answer more detailed questions about a specific vehicle.
The experience, which Young calls Innovation Through Information, has drastically altered all aspects of Wayne Akers Ford. The showroom — he likens it to a cross between a high-end hotel and an Apple store — is now filled with paintings and installations from local artists. There’s space for parties, art galleries and other community gatherings, and a cafe that makes fresh food daily.
Beyond the showroom, Young and a group of concierges travel around the area to black-tie dinners, NFL games and charity events to increase awareness about the brand.
“I don’t go for the 10 percent of customers in the market; I go after the 90 percent that aren’t,” Young told Automotive News. “I went after the people that would never even consider Ford unless they wanted a truck: artists, lawyers, musicians. These people do like us — if we engage.”
The effort has improved the perception of not only Young’s dealership but also other Ford stores in the area. Young, chairman of the South Florida Ford Dealers Association, said the region has risen from near the bottom to No. 2 nationally in customer consideration of Ford.
“In South Florida, you have to be cool,” Young said. “I changed the whole store to go after influencers who are not in the market.”
Many of those include artists whom Young has introduced to the dealership through a program called StArt, which gives local creators space to network, display and sell their work, with proceeds going to various charities. Young says the rotating collection of artwork displayed in the showroom helps customers feel more at ease.
The changes have had a big effect on the staff as well.
“I couldn’t hire one or two young people in a million years,” he said. “But I redefined all the positions, and now it’s cool to work here.”
Young hopes Ford will expand his Innovation through Information model to other dealerships. Despite the improved perception of the brand, the model hasn’t yet produced a noticeable bump in sales, although he says the dealership consistently hits its sales targets. On average, Wayne Akers sells 3,000 new and used vehicles per year.
Young expects sales to rise in 2020 as the automaker introduces new vehicles such as the Bronco and Mustang Mach-E.
“If you have the experiences, your consideration will be there,” he said. “Sales are going to come as soon as the product comes.”