DEARBORN (WWJ)--Some special touches on Ford’s new World Headquarters building in Dearborn will help better connect the company with the community, its customers and Ford employees.
“We’re opening up really our first public facing retail store for Ford, where we can offer branded merchandise from Bronco to Mustang, Ford Racing and a number of other vehicle brands that we have,” says Ford Land President and Chairman Jim Dobleske.
The official opening of the gift shop was part of a special open house today where Ford also showed the community areas that, for the most part, are only open to customers and invited guests.
However, the gift shop will be open to the public during regular business hours. A quick look through the racks showed a lot of Ford wearables, model vehicles, accessories and even children's books dedicated to the company and its heritage.
“This is going to really give folks an opportunity to collect some of those things they want from Ford Motor Company and be a part of it,” said Dobelske.
Many of the customers are expected to be Ford employees and guests. While there is no public parking near the gift shop, Ford expects some people who visit the Henry Ford Museum to cross the street to shop for Ford merchandise.
Other than special occasions, the general public will not be allowed into what Ford calls immersive experiences, the largest of which is dedicated to Ford Racing.
It contains Henry Ford’s original race car, Sweepstakes, as well as more modern vehicles that have won important races. There are also displays and a huge trophy case.
This will be open to Ford employees and guests, aimed at making an impression.
“I want them to be excited,” says Ford Racing director Mark Rushbrook. “That’s what Ford Racing is. It’s about the passion, the spectacle, what racing brings. The high pressure competition where you have to win.”
Ford Racing Immersive Experience
Jeff Gilbert
Ford plans special invitation only events at the facility. Over the past weekend there was an opportunity for the company's employees to gather and watch Formula One racing.
Next door sits a room that houses part of the “Ford Heritage Vault” outlining the company’s history. The current exhibit highlights electric vehicles, many of which were not commercial successes.
“That failed. That failed. That failed,” said Ford historian Ted Ryan, showing a number of older low powered EV’s–contrasting with newer models. “That’s still doing pretty well. You’ve got to keep experimenting.”
The message being sent is that success can be built on the back of experiments that initially failed.
A room that looks like a high end resort is the centerpiece of the Lincoln Lounge.
“I want them to feel the Lincoln Brand,” says Kelly Wysocki, of the Lincoln Communications team.
It will allow employees a place to relax, which is one of the themes of the Lincoln brand, complete with a "rejuvenate room.” There are also displays for Lincoln history. Wysocki says it’s a low-key way of showing Ford employees and guests–including dealers–what Lincoln is all about.
“We’re essentially building advocates for the brand, using employees to continue to build advocates.”
Central to all of this is the gift shop, which Dobleske says is something that’s been requested for a while.
“People are very passionate about Ford. One of the things we find is that when they do come visit us at our headquarters, they love to leave with something.”
