Ten months into the launch of Omnicraft, Ford Motor Company’s new brand of quality replacement parts for non-Ford vehicles, the Wood Brothers Racing No. 21 Ford Fusion once again will sport the black and orange for the Hollywood Casino 400 at Kansas Speedway Oct. 22.
“Sponsoring the 21 car is a fun way to mark the progress our Omnicraft team has made in taking this new brand from an idea to parts-on-shelves,” said Matt Bradley, director, Ford Customer Service Division, Marketing Sales and Service, North America. “We identified an opportunity to better serve customers and grow dealer business, and the benefits are already being seen.”
Beginning with a phased approach in January 2017, Omnicraft launched with oil filters, brake pads and rotors, loaded struts, coated calipers, starters and alternators. Today, dealers across the U.S. have access to an even greater selection of Omnicraft parts, including engine and cabin air filters, radiators, and wheel hub assemblies. As we head into 2018, Omnicraft will introduce additional product lines, including tire pressure monitor sensors, spark plugs, brake master cylinders, and A/C components such as condensers, compressors and accumulators.
Initial reaction to the new brand has been positive. Tim Baxter, shop manager of the dealership Outback 4X4, has been pleased with both the quality and price Omnicraft delivers. “I have used a lot of Omnicraft brake rotors and pads and I look forward to more products becoming available,” said Baxter. “Before coming to Outback, I worked at a Dodge dealership for 26 years. I know the difference between a factory part and an aftermarket part. Omnicraft is more of a factory part; the quality is good and the Ford team has always been supportive and helpful – I like to work with them when I can.”
Omnicraft will eventually have 40 product lines with over 8,000 available parts. When fully launched, Omnicraft combined with Motorcraft will provide parts coverage for up to 90 percent of the vehicles on the road.
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