Ford bets on dealership service growth as it issues ‘Do Not Drive’ recall
Ford has launched a nationwide campaign promoting dealership service departments, mobile repairs and vehicle pickup-and-delivery programs
Ford pushes dealerships as service becomes a bigger business
Ford is rolling out a major national marketing campaign aimed at convincing vehicle owners that dealership service departments offer the easiest and most reliable option for repairs and maintenance.
The new campaign, branded “Real Parts. Real Pros. Real Easy.,” promotes Ford dealerships, Motorcraft replacement parts, factory-trained technicians and a growing menu of convenience services including mobile repairs and vehicle pickup-and-delivery programs.
The campaign arrives at a time when Americans are holding onto their vehicles longer than ever. According to industry data from Cox Automotive, the average age of vehicles on U.S. roads is nearing 13 years, reflecting years of high vehicle prices, elevated interest rates and affordability pressures that have encouraged consumers to delay replacing their cars and trucks.
That trend has created a significant opportunity for automakers and dealers to generate revenue through maintenance and repairs rather than new vehicle sales alone.
“Consumers are keeping vehicles longer, which means more opportunities for maintenance, repairs and replacement parts,” said one industry analyst quoted by the trade publication CBT. “The service lane has become one of the most important profit centers for dealerships.”
Dealerships still capture only a fraction of repairs
Although dealerships often handle warranty work and recall repairs, they continue to face intense competition from independent repair shops and national service chains.
Cox Automotive estimates that only about 30% of vehicle service visits occur at franchised dealerships.
Ford’s campaign is designed to capture a larger share of that business by emphasizing expertise and convenience.
The company says customers can schedule service through Ford’s mobile applications, arrange vehicle pickup and delivery, or in some cases have technicians perform repairs at home or work.
Ford reports that roughly one out of every seven service visits now occurs through its mobile service network.
The mobile model allows dealerships to reserve service bays for larger repair jobs while completing routine maintenance, software updates and certain inspections at customer locations.
Recall puts service network in spotlight
The service campaign is launching at the same time Ford is relying heavily on dealerships to handle a safety recall involving approximately 4,653 vehicles.
The automaker has issued a “Do Not Drive” advisory covering certain 2021-2026 Ford Bronco Sport SUVs and Ford Maverick pickups.
The affected vehicles may contain improperly assembled front lower control arm ball joints.
If a ball joint separates while the vehicle is in motion, drivers could experience a sudden loss of steering control, substantially increasing the risk of a crash.
Ford is advising affected owners not to drive their vehicles until inspections and repairs are completed.
To address the problem, dealers will inspect the front lower control arm ball joint assemblies on both sides of the vehicle and perform any necessary repairs free of charge.
Ford also says complimentary towing will be available for affected vehicles. In some areas, mobile service inspections may also be offered.
A familiar challenge for Ford
The recall arrives after a difficult period for Ford’s quality-control efforts.
Ford has consistently ranked among the automakers with the highest number of recalls in recent years. According to federal recall data, the company led the industry in recall actions during 2025, continuing a trend that has drawn scrutiny from safety regulators and consumer advocates.
Industry analysts note that a large number of recalls does not necessarily mean vehicles are less safe than competitors’ products. In some cases, aggressive recall activity can reflect a manufacturer’s willingness to identify and correct defects.
Still, repeated recalls can create costs and inconvenience for consumers while increasing pressure on dealerships that must complete repair work.
For Ford, however, recalls also create opportunities to reconnect with customers who may not regularly visit dealerships.
Once customers return for recall repairs, dealers can introduce other maintenance services, inspections and convenience programs that may encourage future visits.
What consumers should know
Owners of Bronco Sport and Maverick vehicles should check whether their vehicle is included in the recall by entering their Vehicle Identification Number (VIN) on the National Highway Traffic Safety Administration recall lookup tool or through Ford’s recall website.
Consumers who receive a recall notice should not ignore it, particularly when manufacturers issue a “Do Not Drive” warning. Such advisories are relatively rare and generally indicate a defect that could create an immediate safety risk.
The recall also serves as a reminder of the growing role dealerships hope to play as Americans continue to hold onto aging vehicles.
With vehicle affordability remaining a challenge and the average car or truck staying on the road longer, service departments increasingly represent a critical battleground for automakers seeking long-term customer loyalty — and a growing source of revenue long after the original sale.
What this means
For consumers, Ford’s new campaign reflects a broader industry shift. As vehicle prices remain high and replacement cycles stretch longer, automakers are looking beyond showroom sales and focusing on maintenance, repairs and subscription-style service relationships. The challenge for Ford will be convincing owners that dealership convenience and expertise justify returning to the dealer rather than using independent repair shops that often compete on price. Meanwhile, owners affected by the Bronco Sport and Maverick recall should arrange inspections immediately, since steering-related defects rank among the most serious safety problems regulators encounter.