by The average age of a car on US roads today is nearly 13 years. Ford is increasingly viewing service departments as a key source of revenue. Approximately every seventh visit to a service center is carried out by mobile teams.
New Ford campaign: betting on service maintenance
In recent years, Ford has led the industry in the number of recalls, often involving hundreds of thousands of cars at once. Now the company wants those same owners to turn to dealers for everything else, betting that older cars, factory-trained technicians, and a van that comes to you will increase the volume of service work. Hence the nationwide campaign called “Genuine Parts. Genuine Pros. Genuine Convenience,” aimed not at selling cars but at selling services, including the Ford Mobile Service program with delivery and pickup.
Why older cars are profitable for service
According to the company, the average age of a car on US roads is now nearly 13 years, a drastic change compared to three decades ago when that figure was closer to 8 years. As people hold onto their cars longer than ever, the company sees maintenance and repairs as key revenue sources.
Mobile service as the key to success
Ford Mobile Service is one of the most important ways the company seeks to get owners to return to it for service rather than going to independent mechanics. Approximately every seventh visit to a Ford service center is now done through mobile service, which often provides basic maintenance at the owner’s home or workplace. There is also a second benefit. Every oil change done in a driveway frees up a service bay at the dealership for more complex work.
How to use the service
Owners can schedule a Ford Mobile Service visit through the company’s app. It is ideal for those with a busy schedule who cannot afford to take time off work to go to a local Ford dealership.
Servicing problems that shouldn’t exist?
As part of the campaign, Ford began showing a video on streaming services and social media, and briefly posted it on YouTube before mysteriously removing it.
Reputation and quality: is everything so smooth?
Those who own a new Ford may be well acquainted with problems, given the company’s unwanted recall reputation. Convince these owners that any malfunction can be quickly and easily fixed at service centers nationwide, and they might stop asking why the problems existed in the first place, or whether Ford’s quality control has truly improved as much as the company claims.
Photo: Ford
It is worth noting that this Ford strategy is a fairly pragmatic response to modern realities. On one hand, the company is trying to monetize the fact that people are driving older cars by creating convenient service solutions. On the other hand, the campaign looks like an attempt to divert attention from quality issues and numerous recalls that have plagued the brand. The success of this initiative will depend not only on the convenience of the mobile service but also on a real improvement in vehicle reliability, as customers who have faced serious defects are unlikely to remain loyal solely because of the ability to change their oil at home.
