Ford Makes Changes to Motorcraft
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Motorcraft, Ford Motor Co.'s parts brand, is rolling out a host of updated products and expanded service as part of a major redesign meant to boost dealer sales and cut their inventory costs by tens of thousands of dollars. A massive reduction in parts complexity, price cuts to a wide swath of items, and expanded coverage for older model-year vehicles are all expected from these changes.
Motorcraft is also cutting back on costs. For example, it shaved the price of its brake pads by 15 percent. The brand also beefed up the amount of parts it offers for cars built in the early 1990s. It's an attempt to grab a bigger slice of the estimated 45 million Fords and Lincolns on the road today.
To help communicate the changes, Motorcraft is spending the most it ever has on advertising, an increase of 60 percent from a year ago. Motorcraft is slapping its logo and message on everything from coffee mugs and mouse pads to magazines and TV commercials. It's continuing to sponsor NASCAR's No. 21 Ford Fusion, and Ford service spokesman Dwayne "The Rock" Johnson will name-drop Motorcraft in upcoming national TV ads.
Motorcraft is also cutting back on costs. For example, it shaved the price of its brake pads by 15 percent. The brand also beefed up the amount of parts it offers for cars built in the early 1990s. It's an attempt to grab a bigger slice of the estimated 45 million Fords and Lincolns on the road today.
To help communicate the changes, Motorcraft is spending the most it ever has on advertising, an increase of 60 percent from a year ago. Motorcraft is slapping its logo and message on everything from coffee mugs and mouse pads to magazines and TV commercials. It's continuing to sponsor NASCAR's No. 21 Ford Fusion, and Ford service spokesman Dwayne "The Rock" Johnson will name-drop Motorcraft in upcoming national TV ads.
