Ford Media Center

New Omnicraft™ Brand on Shelves, Improving Customer Experience & Dealer Business

  • In 2016, Ford Customer Service Division launched Omnicraft, an all-new brand of replacement parts for all makes of non-Ford vehicles, enabling Ford dealerships and Quick Lane operations to better service non-Ford customers
  • For launch, the 1,500 most commonly requested parts became available, including oil filters, brake pads and rotors, loaded struts, and starters and alternators. The list of available parts will eventually grow to 10,000 for even more customer convenience
  • With the first batch of orders now on dealer shelves, our dealers and Quick Lanes are starting to see the benefits of adding Omnicraft to their parts portfolio 

DEARBORN, MI, April 18, 2017 With Omnicraft parts now on dealer shelves across the U.S., the first new replacement parts brand launched by Ford Motor Company in 50 years is ready to help dealers grow their business and provide an improved customer experience through competitive pricing, quality and convenience.  

“Our dealers are already feeling the impact of the new Omnicraft brand,” said Frederiek Toney, president, Global Ford Customer Service Division. “And I am certain the customer response will be equally positive. Now, owners of non-Ford vehicles have access to quality parts at a competitive price, backed by Ford.”

For launch, Ford focused on developing the most commonly requested parts at a competitive price. Initial offerings include oil filters, brake pads and rotors, brake calipers, loaded struts, and starters and alternators. For the next phase, the Omnicraft team is focusing on engine and cabin air filters, brake master cylinders and wheel hub assemblies.

“Omnicraft has had a significant business impact in all areas of our fixed operations,” said Todd Benner, owner of Selinsgrove Ford in Selinsgrove, Penn. “First, our Quick Lane department has become more efficient by having competitive make parts in stock. Our clients benefit through quicker maintenance and trust us to fix all of their vehicles – not just Fords. The dealership benefits through larger margins. The same can be said for our preowned department. Omnicraft allows our technicians to stay on the job and not tie up lifts.”

Benner’s team also has reached out to independent shops and sees opportunities for additional parts growth supplying to these facilities.

“Omnicraft is a game changer. It's a newfound profit center we’ve never had before,” said Benner.

Today, Omnicraft parts are available at Ford and Lincoln dealerships and will roll out to Ford Authorized Distributors in April 2017. 

About Ford Motor Company

Ford Motor Company (NYSE: F) is a global company based in Dearborn, Michigan, that is committed to helping build a better world, where every person is free to move and pursue their dreams. The company’s Ford+ plan for growth and value creation combines existing strengths, new capabilities and always-on relationships with customers to enrich experiences for and deepen the loyalty of those customers. Ford develops and delivers innovative, must-have Ford trucks, sport utility vehicles, commercial vans and cars and Lincoln luxury vehicles, as well as connected services. Additionally, Ford is establishing leadership positions in mobility solutions, including self-driving technology, and provides financial services through Ford Motor Credit Company. Ford employs about 182,000 people worldwide. More information about the company, its products and Ford Credit is available at corporate.ford.com.

About Omnicraft

Omnicraft is part of the Ford family of parts brands: Ford, Motorcraft and Omnicraft. Omnicraft is the exclusive non-Ford/Lincoln parts brand of premium aftermarket parts. With over a century of parts heritage to build upon, Omnicraft provides excellent quality and fit and is a preferred choice of professional automotive technicians. To find out more about Omnicraft, visit www.omnicraftautoparts.com or contact your local Ford or Lincoln dealership.

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