by Sustainability Strategy Through Durability
In the modern automotive world, there is much talk about sustainability, about plant-based plastics and recycled interiors. However, perhaps the most ecological solution is not to buy a new car at all, but to extend the life of an old one. Ford’s latest initiative can help with this.
If you carefully operate aging models like the Fiesta, Focus, Kuga, C-Max, Ranger, or Mondeo, then Ford has unusually good news for you. The company is lowering prices on some original parts by up to 25 percent, which will significantly reduce the cost of repair, maintenance, and overall upkeep of your faithful old car.
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The discount applies to over 6,000 original parts, covering 35 different models produced up to 2019. This includes everything from bumpers and body panels to headlights, radiator grilles, and door trims, which, by the way, are most often damaged in minor accidents.
Millions of Old Cars
Ford states that this step is aimed at supporting millions of customers across Europe who still drive old cars. According to the company, about 1.2 million Fiesta cars produced between 2008 and 2017 are still in operation. This is a huge number of cars, whose owners may hesitate whether it’s worth repairing or if it’s already time to scrap the vehicle.
By making original parts cheaper, Ford hopes to sway this decision in favor of repair rather than replacement. This benefits owners who save money, benefits independent service centers that can offer more competitive prices, and benefits Ford itself, as it helps maintain the proper appearance and safety of its aging fleet of cars.
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Ford also claims that using original parts helps preserve the car’s value, improve the quality of post-accident repairs, and reduce the risk of poor panel fitment or paint mismatch, which can happen when using cheaper alternatives.
Affordability and Environmental Friendliness
There is also an aspect of sustainable development here, which we already mentioned. Keeping a car in operation longer is often better for the planet than its early scrapping and the production of a new one. But do you know what is even more sustainable and, undoubtedly, even more affordable than buying new parts for an old car? Buying quality original used parts from another damaged Ford car that can no longer be returned to the road.
This initiative points to a shift in focus in the industry, where previously the main driver of sales was the constant renewal of the model range. On one hand, this can be perceived as a step towards meeting the real needs of millions of car owners in times of economic uncertainty. On the other hand – as a strategic decision by the company itself to maintain customer loyalty and its brand in the secondary market, which remains very significant. It is important that the program is currently limited to Europe, where environmental standards and the average vehicle service life are often higher than in other regions. The success of this initiative may force other major manufacturers to consider similar programs, ultimately affecting the entire ecosystem of the automotive market, from official dealers to independent repair shops and car owners seeking to postpone the expensive replacement of their vehicle as long as possible.
