DEARBORN, Mich. (June 6, 2014) — Ford Motor Co.’s Quick Lane Tire & Auto Center unit is planning a national advertising blitz this summer built around the business’ “Ready to Serve” motto and featuring NASCAR driver Trevor Bayne.
Ford/Quick Lane plans to kick off the blitz this weekend at the Quicken Loans 400 at Michigan International Speedway, where Mr. Bayne’s No. 21 Ford Fusion will swap its traditional Motorcraft red-and-white paint scheme for a blue, orange and white Quick Lane-themed livery.
The ad campaign will highlight Quick Lane’s extensive and growing network of licensed locations, according to Frederiek Toney, president of the Ford Customer Service Division, who noted there are now more than 700 Quick Lane shops open, in all 50 states.
“With locations from coast to coast,” he said, “we can support our Quick Lane brand with national advertising, including our partnership with NASCAR and Wood Brothers Racing. We hope that this paint scheme running in a nationally televised NASCAR race and the associated ad campaign will make our Quick Lane owners proud and increase recognition for the brand.”
The hood of Mr. Bayne’s Fusion will feature prominent Quick Lane Tire markings on the hood and “Ready to Serve” on the rear deck lid, the latter referring to the company’s factory-trained technicians’ willingness to go the extra mile to provide fast and dependable service.
Ford/Quick Lane did not elaborate on when the ad campaign will start, which media will be used or the duration.
Woods Brothers Racing has no plans to run Mr. Bayne’s No. 21 Fusion in the Quick Lane livery at other races. After the Michigan race it will revert to the Motorcraft paint scheme.
Cable TV station TNT will air the Quicken Loans 400 on June 15 beginning at 1 p.m. EDT, Quick Lane said.
What is the most pressing issue facing your dealership in 2017?
|Finding skilled, qualified workers||
71% (103 votes)
|Competition from online tire sales||
16% (23 votes)
|Managing marketing and social media efforts||
7% (10 votes)
|Upgrading our shop’s technology and equipment||
5% (7 votes)
2% (3 votes)
|Total votes: 146|