Ford Launches Omnicraft To Fix Competitors' Cars

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【Summary】Ford Motor Co. launched a new parts brand, Omnicraft, which will allow the automaker’s dealerships to service and provide parts for cars that are manufactured by other car manufacturers.

Original Vineeth Joel Patel    Feb 07, 2017 2:55 PM PT
Ford Launches Omnicraft To Fix Competitors' Cars

Automakers, for the most part, aren't competitive when it comes to repairing cars. When an owners' car breaks down, for instance, they usually head to the dealership or service department where they purchased the vehicle from. Or if they have a trusted mechanic, owners take their car to an independent shop. Automakers haven't pursued any ways to bypass the way owners get their car servied, but Ford Motor Co. is hoping to poach some customers that don't own one of the American automaker's cars with a new parts brand. This move by the automaker continues its move to become more than just a car brand

Ford Parts For Non-Ford Vehicles

Last month, Ford announced plans to launch Omnicraft – a new parts brand that would allow the automaker's dealerships and service departments to provide parts and even service cars that were manufactured by other automotive companies. 

As pointed out by The Detroit News, Omnicraft is the first new brand from Ford's Customer Service Division in 50 years and its firmly in place to help the American automaker grow. 

"Omnicraft is a significant benefit to any vehicle owner who needs parts or to have their vehicle serviced," said Frederiek Toney, president, Global Ford Customer Service Division. "Now owners of non-Ford vehicles have access to quality parts at a competitive price, backed by Ford and installed by Ford's world-class certified technicians." 

By giving vehicle owners, even those that don't own a Ford or Lincoln, access to Ford's extensive dealers and service centers, the American automaker would definitely get a large increase in growth. And if Ford manages to keep its prices lower than its competitors', will surely receive more traffic to its dealers. 

Ford will initially begin by offering customers with approximately 1,500 Omnicraft components, which include brake pads, oil filter, struts, rotors, alternators, and starters. The list of parts, according to Toney, will grow to up to 10,000 globally within three years, reports The Detroit News

Ford won't build the parts, according to the outlet, but instead the automaker will partner with various suppliers. 

Omnicraft's components will begin to arrive at Ford and Lincoln dealerships in the U.S. throughout the rest of the year. The new parts brand joins Ford's iconic Motorcraft brand that the automaker currently utilizes for replacement parts for its vehicles. And just like the parts that come from that brand, Omnicraft's components will carry a 24-month warranty, states Toney. 

One Automaker To Do It All

"We want to be a bigger player in the overall industry," Toney told the outlet. "We recognize that there's a tremendous opportunity for us to do two things: one is grow our business, but more importantly retain our customers longer and also increase the touch points that we have (with) automobile owners… that ultimately make decisions to buy new cars." 

The move to offer parts, according to Toney, is part of Ford's plan to grow its parts business. According to him, the American automaker is looking to expand the business over the next five years to grow from 30 percent to 40 percent. The idea of offering components to non-Ford owners follows closely behind the automaker's plan to make older cars "smart" through an OBB Dongle

Ford isn't the only automaker that has its own brand of automotive parts that it sells for a variety of vehicles. The ACDelco brand, for instance, is a part of General Motors. With Ford branching out to do the same thing, American automakers may have cornered the parts segment of the automotive industry. 

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