- Moderator
- #1
December 10, 2007
Subject: Ford Motor Company Position on Scheduled Maintenance
As we launch an unprecedented number of new and refreshed vehicles, we want to reiterate Ford Motor Company's position on scheduled maintenance and its role in retaining customers and promoting satisfaction. This is an essential component of our collective business that requires a clear and consistent message.
FCSD is 100% committed to processes and programs intended on bringing the customer back to your Dealership. The most fundamental of which is the 1st Appointment Process at the time of vehicle sale which sets the expectation that customers return for service. In 2007, FCSD launched Owner Advantage to strengthen relationships with owners throughout the vehicle life cycle. To initiate this relationship, Ford sends a highly personalized Welcome Package to all new vehicle customers. The next component is a customer service reminder, Genuine Direct Loyalty, which Ford now funds during the first year. For 2008, we will launch Owner Advantage Rewards; a fully integrated program to provide incentives that further tie customers to your Dealership. These tools set the stage for Dealers to sell customers needed services.
While these tools are an important step in developing long term relationships, the experience customers receive when visiting your Dealership is the most critical component. We ask that you consider whether your Dealership is selling needed services or products. Ford believes that services not specifically called out in the Scheduled Maintenance Guide are unnecessary expenses for our customers. The sale of these products or services may affirm the perception held by some customers that Dealership service departments are expensive, with questionable integrity. This is especially true when the service recommendation from the Dealership varies from the message the customer receives from Ford in the Scheduled Maintenance Guide. Here are some examples:
MAINTENANCE INTERVALS
Promoting maintenance intervals that significantly deviate from what is published in the Scheduled Maintenance Guide may damage credibility and result in lost customers. Ford Motor Company recommends specific maintenance intervals for various parts and component systems based upon extensive engineering and testing. Ford relies upon this testing to determine the most appropriate mileage for replacement of oils and fluids to protect the vehicle at the lowest overall cost to the customer. This includes severe operating conditions that warrant more aggressive maintenance. Customers are also required to ensure that the materials used on their vehicles meet Ford Engineering specifications.
AFTERMARKET FILTERS
As oil change intervals are extended due to improvements in engine and lubricant technology the use of certain lesser quality aftermarket oil filters may prove costly. Ford has examined many engines that have failed due to poor oil filter performance. Motorcraft® brand oil filters use superior seals, valves, steel cases and significant media material to ensure optimal performance, especially over a longer drain interval. Engine warranty repair costs directly attributed to the use of these filters will not be covered by Ford.
CHEMICALS AND ADDITITVES
Ford Motor Company recommends against the use of all chemicals or additive products, not identified in the owner guide or unless specifically recommended in publications such as Technical Service Bulletins
FLUSHING SERVICES
Engine oil system flushing is not a Ford Motor Company approved maintenance procedure and is considered an unnecessary expense. If flushing is required for the transmission, caused by a specific component failure, the Dealer should use only the recommended transmission fluid. Utilizing fluid exchange equipment is acceptable as long as only Ford approved chemicals are used. Fuel injection system flushing is not considered scheduled maintenance by Ford Motor Company. Should the fuel injection system require cleaning to resolve a specific condition, Ford recommends Motorcraft Premium Fuel Injector Cleaner, Motorcraft Pressurized Injector Cleaner or Motorcraft Power Flush Injector Fluid. Additionally, demonstrating to a customer that specific fluids should be changed because their color has changed is a misleading practice. Darkening of many fluids is a normal chemical reaction in most cases.
Customer retention and loyalty are more important than ever in today's business environment. We have made great strides in driving more customers back to Dealers for Genuine Service. Let's continue to work together to build long term customer relationships by selling needed services and providing exceptional value.
Subject: Ford Motor Company Position on Scheduled Maintenance
As we launch an unprecedented number of new and refreshed vehicles, we want to reiterate Ford Motor Company's position on scheduled maintenance and its role in retaining customers and promoting satisfaction. This is an essential component of our collective business that requires a clear and consistent message.
FCSD is 100% committed to processes and programs intended on bringing the customer back to your Dealership. The most fundamental of which is the 1st Appointment Process at the time of vehicle sale which sets the expectation that customers return for service. In 2007, FCSD launched Owner Advantage to strengthen relationships with owners throughout the vehicle life cycle. To initiate this relationship, Ford sends a highly personalized Welcome Package to all new vehicle customers. The next component is a customer service reminder, Genuine Direct Loyalty, which Ford now funds during the first year. For 2008, we will launch Owner Advantage Rewards; a fully integrated program to provide incentives that further tie customers to your Dealership. These tools set the stage for Dealers to sell customers needed services.
While these tools are an important step in developing long term relationships, the experience customers receive when visiting your Dealership is the most critical component. We ask that you consider whether your Dealership is selling needed services or products. Ford believes that services not specifically called out in the Scheduled Maintenance Guide are unnecessary expenses for our customers. The sale of these products or services may affirm the perception held by some customers that Dealership service departments are expensive, with questionable integrity. This is especially true when the service recommendation from the Dealership varies from the message the customer receives from Ford in the Scheduled Maintenance Guide. Here are some examples:
MAINTENANCE INTERVALS
Promoting maintenance intervals that significantly deviate from what is published in the Scheduled Maintenance Guide may damage credibility and result in lost customers. Ford Motor Company recommends specific maintenance intervals for various parts and component systems based upon extensive engineering and testing. Ford relies upon this testing to determine the most appropriate mileage for replacement of oils and fluids to protect the vehicle at the lowest overall cost to the customer. This includes severe operating conditions that warrant more aggressive maintenance. Customers are also required to ensure that the materials used on their vehicles meet Ford Engineering specifications.
AFTERMARKET FILTERS
As oil change intervals are extended due to improvements in engine and lubricant technology the use of certain lesser quality aftermarket oil filters may prove costly. Ford has examined many engines that have failed due to poor oil filter performance. Motorcraft® brand oil filters use superior seals, valves, steel cases and significant media material to ensure optimal performance, especially over a longer drain interval. Engine warranty repair costs directly attributed to the use of these filters will not be covered by Ford.
CHEMICALS AND ADDITITVES
Ford Motor Company recommends against the use of all chemicals or additive products, not identified in the owner guide or unless specifically recommended in publications such as Technical Service Bulletins
FLUSHING SERVICES
Engine oil system flushing is not a Ford Motor Company approved maintenance procedure and is considered an unnecessary expense. If flushing is required for the transmission, caused by a specific component failure, the Dealer should use only the recommended transmission fluid. Utilizing fluid exchange equipment is acceptable as long as only Ford approved chemicals are used. Fuel injection system flushing is not considered scheduled maintenance by Ford Motor Company. Should the fuel injection system require cleaning to resolve a specific condition, Ford recommends Motorcraft Premium Fuel Injector Cleaner, Motorcraft Pressurized Injector Cleaner or Motorcraft Power Flush Injector Fluid. Additionally, demonstrating to a customer that specific fluids should be changed because their color has changed is a misleading practice. Darkening of many fluids is a normal chemical reaction in most cases.
Customer retention and loyalty are more important than ever in today's business environment. We have made great strides in driving more customers back to Dealers for Genuine Service. Let's continue to work together to build long term customer relationships by selling needed services and providing exceptional value.
