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Ford Motor Company launched a new point-of-sale program that provides consumers with no-cost replacement of Motorcraft brake pads purchased as of July 1, 2014. The program includes Ford and Lincoln dealerships and Quick Lane Tire & Auto Centers.
Build owner loyalty
The goal of the program is to bring Ford and Lincoln owners back to their dealers for routine maintenance business that is often siphoned away by aftermarket service outlets. Too often, aftermarket service outlets like Sears, Firestone, etc. take away service business from dealerships though aggressive advertising campaigns and discounted pricing.
Manufacturers want to help dealers reclaim routine maintenance business for two reasons. First, routine maintenance can be done by less skilled technicians and is therefore highly profitable. In addition, consumer research says if dealers can keep customers coming back for routine maintenance, they are more likely to come back to their dealer to buy or lease their next new car.
Part cost only, not labor
According to Ford, if Motorcraft brake pads wear down to less than three millimeters, customers will be eligible for no-cost brake pad replacement - as long as the customer owns the vehicle.
Does this mean customers will get a free brake job if their brake pads wear out? Not exactly.
Ford says customers must still pay labor and installation costs, as well as the cost of other parts needed to return the brake system to original operating condition. This means if the brake pads wear out and damage the brake rotors, the customer will get free pads but be on the hook for replacement brake rotors and associated labor cost.
The “Lifetime Brake Pad Guarantee” applies to Motorcraft brakes replaced on any Ford, Lincoln or Mercury passenger vehicle and certain commercial vehicles. Surprisingly, Ford says racing vehicles are not covered by the free brake pad replacement program.
This is great news for Ford dealers. This new program can be used in so many marketing strategy's to help Ford and Lincoln dealers.