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America's Newest Tire Store

30 July 1999

America's Newest Tire Store - Latest Part of Campaign To Keep Service Customers Coming Back

    DEARBORN, Mich., July 29 -- Ford Customer Service Division
(FCSD) is launching an advertising campaign to have consumers think of Ford
and Lincoln Mercury service departments as "America's Newest Tire Store."  It
is the latest step in a strategy to alert vehicle owners to the one-stop
service dealers offer, providing products and programs to meet all service
needs.
    "Our dealers have the original-equipment brand-name tires our customers
find the most desirable -- tires specifically designed for Ford and Lincoln
Mercury vehicles," said Mike Lombardi, North American business development
manager, Ford Customer Service Division.  "Our dealers also have the
facilities and expertise to install the right tires, and at competitive
prices."
    Beginning in August, television ads will air in markets across the country
stressing the availability of brand name tires at Ford and Lincoln Mercury
dealerships, calling these dealers, "America's newest tire store."   Radio ads
and direct mail advertising will follow.  More than 2,400 Ford and Lincoln
Mercury dealerships are now selling brand name tires.
    "Tires have been one of the key service components that customers purchase
from retailers other than their dealers.  We want our customers to know that
there is no reason for them to go elsewhere for any vehicle need, including
tires," said Carl Bergman, Customer Service Operations manager, FCSD.  "Our
dealers offer products, expertise and value, and our advertising will reflect
that.  Our dealers represent one-stop service."
    For dealers selling tires, this part of the business has been a success.
"Our customers are very pleased that we're selling tires now, because it saves
them time and it's one less stop," says Glenn Lumley, service assistant and
tire manager at Capital Ford in Raleigh, N.C.  "In the long run, it develops a
happy customer who will bring every bit of their work back here.  That's what
our goal is -- to have our customers come here for everything they need."
    Tires are the latest piece of the FCSD "Around the Wheel" initiative,
which also stresses the marketing of brakes and shocks.  After the tire
advertising campaign gets under way, a new round of Ford and Lincoln Mercury
advertising will follow two weeks later with ads stressing the one-stop nature
of Ford and Lincoln Mercury dealerships, including brakes and batteries.
    "Selling tires here at the dealership eliminates the need for the customer
to find an outside source to replace tires," said Joel Roberts, service
director, Village Ford, Dearborn, Mich.  "It's an extremely important part of
the Around the Wheel initiative.  It used to be that we would have to refer
customers to an outside tire store.  Now we can keep those customers loyal to
Ford and Village Ford."
    Ford's Lombardi adds, "Ford believes its dealers offer more services to
customers than the independent service facilities, and that dealers are the
premier choice for all Ford and Lincoln Mercury vehicle owners."