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MotorcraftIncreasingly competitive pricing and a greater availability of parts are notable takeaways from Motorcraft's more recent upgrade, which came about after an extensive review that focused on improving the parts purchase and repair experience for customers, dealers, distributors and repair shops.

Marc Liskey, the manager of Repair Product Planning Maintenance & Light Repair in North America, said in a Ford statement that the new updates will ultimately improve customer satisfaction.



“We are listening to our customers and taking significant steps to give them what they want,” he said. “Offering competitive pricing and consolidating parts will make it easier to stock and sell Motorcraft parts, helping dealers, distributors and installers to do their job more effectively.”

Although Ford and Motorcraft parts often have distinct advantages over other brands, independent shops don't always opt for those products. Consequently, customers often have to bring vehicles in for repairs, which contributes to lower customer satisfaction overall. Acknowledging this common occurrence, Ford and Motorcraft are working together to expand the usage of Motorcraft parts and, ultimately, propel installer and customer satisfaction. One method to increase the purchase of Motorcraft parts involves broadening parts coverage for vehicles with older model years, which ensures that customers with varying vehicle ages and budgets - such as a used 2004 Ford Ranger, or a 2006 Ford F-150 -  have quality parts.

“Motorcraft has a very strong reputation in the industry as a provider of OE quality parts for Ford and Lincoln vehicles that always fit right, are easy to install, and are backed by a strong limited warranty,” Brett Wheatley, the executive director of Ford's Customer Service Division, said in a release. “We’re building on these advantages by expanding our coverage to older models with attractive parts pricing and simplified product lines to make it easier for our dealers and installers to stock the Motorcraft parts our customers are looking for.”

Learn more about how Motorcraft parts can improve your Ford vehicle by talking to our representatives at Sound Ford in Seattle, Washington today.