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Kings Ford in Cincinnati, Ohio was a proving ground for many of the ideas and theories for marketing automobiles that Ford has considered for the last decade. Built in 1994, extensive research was completed prior to beginning the design process, and many customer concerns were addressed in the final design.
Through a series of organized focus groups, it became clear very quickly that most people wanted a structure that clearly defined the dealership entrance, and that had simple traffic circulation in and around the building. Many dealers make the mistake of providing customer parking and then filling it with inventory. This results in potential buyers becoming frustrated, driving through the lot, and out again to the next store. Most buyers make an average of six trips to different dealers in the course of buying a car. They then visit the service area for the life of the car. For this reason it became a very important aspect of the project to allow customers to see where they are going upon entering the lot, and to make these experiences as easy as possible.