Ford has launched a nationwide advertising campaign in the US aimed at promoting service maintenance at official dealerships. The manufacturer expects to win back some customers who, after purchasing a car, prefer to service their vehicles at independent workshops.
At first glance, this seems like a typical marketing initiative. However, it represents a more significant shift in the automotive industry. More and more manufacturers are viewing service maintenance as a primary source of stable income, especially amidst slowing new car sales growth.
Ford's campaign runs under the slogan "Real Parts. Real Pros. Real Easy." and emphasizes the use of original parts, qualified specialists, and convenient service. The manufacturer expects to increase customer traffic to dealership service centers and boost the revenues of its partners.
The reason for this approach is simple: according to industry research, dealer revenues from service and parts continue to grow even when the new car market faces declining demand. The average revenue of dealership centers from service operations in the US has already exceeded $9 million per year, increasing by approximately one-third over the past eight years.
For Ford, this issue is particularly relevant. In the first quarter of 2026, the company's sales in the US decreased by 8.8%, and sales of individual models showed a double-digit decline. In such conditions, service becomes a way to offset pressure on the core business.