Ford is making a renewed push into the service and repair business with a new nationwide marketing campaign aimed at owners who are holding onto their vehicles longer than ever.
The automaker this week launched its “Real Parts. Real Pros. Real Easy.” campaign across streaming television, social media, and digital platforms. The initiative highlights Motorcraft replacement parts, factory-trained dealership technicians, and Ford’s expanding mobile service and vehicle pickup-and-delivery programs.
With the average age of vehicles on U.S. roads approaching 13 years, automakers and dealers increasingly view service, maintenance, and replacement parts as a major source of revenue long after a vehicle leaves the showroom.
Chasing a Bigger Share of the Aftermarket
While new vehicle sales remain important, the aftermarket business has become increasingly valuable as vehicles stay on the road longer.
Ford already generates substantial revenue through its Ford Pro commercial vehicle division, where executives have publicly stated a goal of deriving 20 percent of operating profit from parts, accessories, and services. The company now sees similar opportunities among retail customers.
According to Cox Automotive, roughly 30 percent of vehicle service visits in the United States currently take place at dealerships. The remaining work is handled by independent repair shops and national service chains.
Ford’s new campaign is designed to convince owners that dealership service offers advantages beyond warranty repairs, particularly for older vehicles.
Longer Vehicle Lifespans Create Opportunity
Three decades ago, the average vehicle lifespan was closer to eight years. Today, improvements in durability, reliability, and manufacturing quality mean many vehicles remain on the road for well over a decade.
For automakers, that’s both a challenge and an opportunity. While longer ownership cycles can slow new vehicle purchases, they create a larger pool of aging vehicles that require regular maintenance, replacement parts, and repairs.
Ford argues that dealership technicians have a unique advantage because they receive ongoing factory training and work specifically on Ford products.
The company also says many dealerships remain price competitive with independent repair facilities, particularly when promotions on tires, brakes, batteries, oil changes, and routine maintenance are factored in.
Recalls Also Part of the Equation
In 2025, Ford led the industry in total recall actions, setting a record for the most recalls issued by a single manufacturer in one year.
While the campaign isn’t directly tied to those issues, Ford says its mobile service and pickup-and-delivery programs can help make recall repairs more convenient for customers.
The company hopes that increased awareness of those services will not only boost maintenance business but also improve recall completion rates.
Mobile Service Becomes a Key Selling Point
A major focus of the campaign is convenience.
Ford has steadily expanded its mobile service network, allowing technicians to perform many maintenance and repair tasks at a customer’s home or workplace. Owners can also schedule vehicle pickup and delivery through Ford’s mobile apps.
According to the company, one out of every seven Ford service visits now takes place through its mobile service operation.
That convenience has become increasingly important as consumers compare dealership service with independent repair shops.