FORD in the UK, which operates one of the largest factory-owned dealer networks in the world and is partnering with a brick-and-mortar retailer to sell cars, has now taken a step to selling cars from its own website for direct delivery to buyers.

The launch of the website coincides with the opening of a Ford sales operation at Next homewares and fashion store at the Arndale mall in Manchester this week.

Next is the UK’s number one retailer with over 700 stores worldwide.

The Next store uses the new Ford online purchasing website for buyers to order cars, which they can now do from anywhere they have an online connection.

The collaboration of Ford and Next, in what is claimed to be a world first, may pave the way for a new co-operative to attract more sales of both cars and clothes.

Ford and Next are using the online sales platform and shopping-centre car management agency Rockar.

Developed with Rockar, the www.buy.ford.com.uk site allows customers to set a monthly budget for their new car and set a deposit – up to 35 per cent of the vehicle’s value – to buy via the brand’s Ford Options PCP finance offering.

Ford’s “direct-to-customer” online sales channel also gives customers the choice of delivery direct to a location of their choice. While buyers can also take delivery at a nominated dealership, it is significant that Ford is prepared to bypass dealerships in its online process.

The site allows customers to trade in their current vehicle using a valuation program while they can also see clear delivery lead times based on factory capacity and stock in the pipeline.

This platform enables customers to transact on the spot throughout the store, or from their home.

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Buy.ford.co.uk was soft-launched onto Ford’s existing platform last week, ahead of its customer launch in the Next store from this week onwards.

The new store, badged FordStore, is designed to attract shoppers to the brand and the concept of buying from a shopping centre while using the online buying tool.

Rockar founder Simon Dixon said the Next store collaboration and the new online buying tool was “a huge step forward for the car industry”.

“This is the start of something huge,” he said.

“I think 2018 will see some big changes within the industry, as more and more car brands and dealers start to embrace online and omni-channel retailing.

“At Rockar, we can use our industry and omni-channel expertise to help other brands and dealers realise that potential.”

FordStore was designed by London creative agency, and Rockar partner, Dalziel & Pow. It is set within the lifestyle-led flagship of fashion and homeware retailer Next.

The store has digital display screens and five full-sized Ford display vehicles. Test drives are carried out from the Arndale Centre car park.

Store visitors have a library lounge space with free Wi-Fi and phone-charging points.

Like other Rockar outlets for Hyundai, Jaguar and Land Rover, the customer is guided by staff. In the latest case, they are called FordStore Hosts and are trained by Rockar on behalf of Ford.

Rockar was started in December 2011 by Simon Dixon, former CEO of Dixon Motors PLC and co-founder of jamjar.com, to research and develop a customer-focused car-buying proposition.

Its retail sites are based in places most convenient for consumers, including large shopping complexes visited by millions of people each year.

They are staffed by product experts known as “Angels” – or in Ford’s case, FordHosts – who are not paid commission but chosen based on their personality and product knowledge so customers can make an informed purchase.

By Neil Dowling