DETROIT (Jan. 31, 2017) — Ford Motor Co. has launched Omnicraft, an aftermarket parts brand dedicated to non-Ford brands. The car company said this will allow its dealers to service up to 90 percent of competitive makes and thus generate more sales.
Officials said Ford's customer service division wants to generate more dealership business by providing parts to cover non-Ford and non-Lincoln vehicles. The new brand will exist alongside the Ford/Lincoln-dedicated Motorcraft brand.
It's the first time the auto maker's service division has added a new brand in 50 years.
"Omnicraft is a significant benefit to any vehicle owner who needs parts or to have their vehicle serviced," Frederiek Toney, president, Global Ford Customer Service Division, said. "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."
Ford will roll out about 1,500 parts numbers to roughly 500 Ford and Lincoln dealerships nationwide, officials said. They expect all 3,200 dealerships will be covered by some point next year.