Ford caps service price
By Paul Gover · 07 Jul 2011
The Broadmeadows-based brand has moved to capped-priced servicing on its showroom range, from the Fiesta through to the Ranger and Transit, and backdated the deal to everything made since 2007.
It means a minor logbook service on a six-cylinder Falcon is $255, a price that includes 12 months of roadside assistance that would normally cost $90 on its own. The new deal could cover all the service requirements for a year, as many minor service intervals at Ford at now stretched to 15,000 kilometres or 12 months.
Ford is hoping the service deal, which was pioneered in Australia by Toyota and has since been copied by other brands including Mitsubishi, will help it retain its existing customers and also boost 'back-door' sales through the service department.
It is called 'capped price' servicing because a carmaker cannot force a dealer to a set price, although it can limit the price to customers with its incentive and marketing programs to dealers.
"To reinforce the value of trust, customers now expect this level of certainty from our dealers," says Stephen Kruk of Ford Australia. "The service industry is changing at a rapid pace and more manufacturers are embracing the concept of capped price servicing."
The new service deal comes as the updated Territory, now with an overdue and much-needed diesel engine choice, hits a four-year sales high. A total of 1635 Territorys were sold during June, the best result for the homegrown SUV since July, 2007.
The boom month for Territory also comes off the back of a dismal start to the sales year for the Falcon, which has underperformed since January in a performance which created huge backlogs of unsold cars and raised doubts about the future of Ford Australia's factory at Broadmeadows.
But if the Territory can maintain its current moment, with Falcon also doing better in June, Ford is more confident about funding the necessary investment in its local future. The new service program covers Ford vehicles for up to six years or 105,000 kilometres and is called myFord Capped Price Servicing.
Ford says it will also benefit owners by providing a full and detailed service record for their vehicle, essential at trade-in or sale time. And it also allows the company to track vehicles.
"If, for some reason, your vehicle requires upgrading because of an outstanding campaign or recall, only Ford dealers have the computer systems, equipment and training to complete and record this as part of the logbook service," says Kruk.
Full details of the program and the vehicles involved - currently Fiesta, Focus, Mondeo, Falcon, Escape, Econovan, Territory, Ranger and Transit - are available at a new dedicated website: www.ford.com.au/myfordcps