A few months from now, if you’re driving your Chevrolet to get serviced and accidentally pull into a Ford automotive center, they will probably have you covered. In a bid to snag a little piece of everyone else’s action, Ford is launching a new parts brand for vehicles made by other automakers.
Omnicraft, the first new brand for Ford’s customer service division in over half of a century, is part of a clever plot to steer consumers toward the Blue Oval while capitalizing on the thriving parts industry. The United States imports nearly $150 billion in auto parts from China each year. Omicraft gives Ford the opportunity to take a stab at usurping some of that business for itself.
Considering that the average car has been on the road for eleven years now, rolling out this this brand is a minor stroke of genius.
Ford Motor Company’s parts division, Motorcraft, has undergone a massive overhaul intended to improve dealer sales and reduce overhead costs. Executives from the Blue Oval spent much of 2016 focusing on how to boost the profitability of their dealers’ service centers and body shops while addressing concerns with the division.
Their solution involved expanding coverage on older model vehicles, expansive pricing reductions, and a monumental decrease in parts complexity — making for a leaner, more efficient Motorcraft.
It’s ironic that as the initial Jaguar story neared publication, I ordered an aftermarket part to complete the (somewhat) light restoration of my 1988 Mercury Cougar XR-7. I mentioned getting “a factory part when buying the aftermarket brand” and nobody had a problem with this assessment.
But you won’t believe what happens next in this shameful attempt at clickbait…
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