On the Dash:
- Ford is investing in a national marketing campaign designed to drive more service and parts revenue back to dealerships.
- Mobile service, pickup and delivery are becoming key retention tools as consumers keep vehicles longer and seek convenience.
- Dealers will play a central role in addressing the new Bronco Sport and Maverick safety recall, including conducting mobile inspections and providing towing support.
Ford is betting that convenience, dealer expertise and an aging vehicle fleet will help drive more service business to dealerships, launching a nationwide marketing campaign as it simultaneously asks thousands of Bronco Sport and Maverick owners to stop driving their vehicles and schedule repairs.
The automaker on Monday unveiled its new “Real Parts. Real Pros. Real Easy.” campaign. This comprehensive marketing effort promotes Ford dealership service departments, Motorcraft parts, mobile repair offerings, and vehicle pickup-and-delivery programs.
National service campaign
The campaign arrives as the average age of vehicles on U.S. roads approaches 13 years, creating new opportunities for dealerships to capture maintenance and repair work from owners keeping vehicles longer.
Ford developed the campaign with dealer input and launched it across streaming television, social media and digital video platforms. The messaging highlights genuine Motorcraft parts, factory-trained technicians and the convenience of scheduling service through Ford’s mobile apps.
The effort reflects Ford’s growing focus on service and aftermarket revenue as consumers hold onto vehicles longer. Roughly 30% of service visits in the United States currently occur at dealerships, according to Cox Automotive, leaving significant room for growth.
Mobile service has become a key component of that strategy. Ford said one in seven service visits now takes place through its mobile service fleet, allowing technicians to perform routine maintenance and certain repairs at customers’ homes or workplaces. The model also helps dealerships reserve service bays for more complex work while expanding customer convenience.
Bronco Sport, Maverick recall
Simultaneously, Ford issued a “Do Not Drive” advisory affecting approximately 4,653 Bronco Sport and Maverick vehicles from the 2021-2026 model years in the U.S. and federal territories. The recall places dealerships at the center of Ford’s latest customer service and repair effort, providing an immediate example of how those capabilities can support customers.
Ford said affected Bronco Sport and Maverick vehicles may contain improperly assembled front lower control arm ball joints. If a ball joint fails while a vehicle is moving, drivers could lose steering control, increasing the risk of a crash.
To address the issue, Ford is working with dealers to provide complimentary towing for affected vehicles and, where available, mobile service inspections at customers’ locations. Dealers will inspect the front lower control arm ball joint assemblies on both sides of the vehicle and complete any necessary repairs at no cost to owners.
Ford’s broader dealer strategy
The recall also reinforces Ford’s broader effort to raise awareness of dealership service offerings, including mobile repair and pickup-and-delivery options. Those services became increasingly important after Ford recorded a company-high number of recalls in 2025, creating additional opportunities for dealers to engage customers through repair campaigns.
As Ford pushes to increase service retention, dealerships are expected to play a larger role in keeping customers connected to the brand long after the initial vehicle sale.
