Although not mandatory, Ford expects most of its retailers to pay the nominal fee to subscribe to DWS, according to a spokesman. “It's a one-stop shop for the customer that is looking for anything to do with Ford through the dealer's website,” he says. “It's a service to help dealers sell more cars.”
Ford is confident DWS will increase showroom footfall, helping to raise retailers' profile. Each website will conform to a rough template to give consistency of design and information.