Ford has officially opened its new Roma Botafogo dealership in Rio de Janeiro, the automaker announced. Located at Rua Real Grandeza, 248, in Botafogo, the dealership is the first in the city to adopt the new global standard architecture of the brand – called Ford Signature – with modern facilities packed into an easily accessible location.
With a total area of 1,000 square meters (3,280 square feet) and 640 square meters (2,099 square feet) of building space, Roma Botafogo has a structure that favors convenience and transparency to offer an engaging, innovative, and digitally connected experience for customers.
The dealership follows Ford Network’s strict hygiene and care protocols to protect the health of customers, employees, and employees. Among other precautions, this certification includes the use of masks, alcohol gel, social distance, and frequent cleaning routines for vehicles and all facilities.
Inside, the showroom is organized in areas for cars, SUVs, pickup trucks, and performance vehicles. The store features a welcome desk at the front and offers Wi-Fi for customers. Meanwhile, the Ford Signature dealer’s workspace touts the capacity to handle about 330 tickets per month and operates on the Express Service system, which allows it to complete many repairs in no more than two hours.
Customers interested in test driving, buying, or servicing a Ford vehicle don’t have to visit Roma Botagogo either, as the dealer offers pickup and home delivery as well.
“Together with the focus on service, efficiency, and quality, our operation is very much supported by digital. We do everything from the evaluation of the customer’s use to the delivery of the new car remotely and we were pioneers in the realization of lives, even before the pandemic. So much so that today 30 percent of our sales are made online,” said Marcus Vinicius Gomes Teixeira, director of Grupo Roma.
According to Teixeira, the investment in the new store was based on the confidence that the group has in the Ford brand, with the quality of the current line of products and future launches. “The economy is reacting in a way that no one expected and Ford’s decision to favor retail sales is also very welcome for business,” adds Teixeira.
The Roma Group has operated in the retail market for more than 20 years in the regions of Rio de Janeiro and Minas Gerais, and is one of the largest in the multi-brand dealership segment in Brazil. Currently, the Roma Group has two dealerships in Belo Horizonte, MG, and one in both Rio de Janeiro and Barra da Tijuca.
“Botafogo is an important and traditional neighborhood in the south of Rio de Janeiro, with high sales potential, where Ford starts to act expressively with the appointment of the Roma group. For this reason, our expectation is a significant growth in terms of volume and loyalty of new customers,” said Pedro Resende, Development Manager of Ford’s Distribution Network.