Ford Division is onto something good with its plan to dress up dealerships as 'outfitters' for its growing lineup of sport-utilities. Outfitting is a hot retailing concept, capturing the enthusiasm for the outdoors.
Land Rover proved the idea works. Sell a lifestyle along with the hardware.
However, we offer a few words of advice: Go all the way. Dealers should do more than move their potted palms next to their showroom Expeditions. Perhaps Ford could cook up a line of clothing and accessories. Shoppers will see through a halfhearted effort as window dressing.