Motorcraft Brake Pads for Life

Close More Brake Sales  Motorcraft® brake components provide your customers with important benefits that aftermarket brakes can’t match. And now, you have another benefit to offer.  The Lifetime Brake Pad Guarantee program provides customers with replacement Motorcraft® brake pads at no cost – for as long as they own their vehicle.  So now you have another way to help increase your brake sales. Inspect the brakes every time a customer visits – record the results on the Vehicle Report Card. And when replacement is needed, make it easy for customers to trust your recommendation – by presenting the Lifetime Brake Pad Guarantee.

STOP Customer Defections Research shows:  Every month, customers leave Ford and Lincoln Service Departments with “Red” brakes  And that opens the door for those customers to shop other places for brake service

STOP Customer Defections It’s your job to stop that from happening:  By making sure brakes are inspected every time a customer drives in, and using the Vehicle Report Card to present the results  By presenting the advantages of Motorcraft brakes – the only brakes approved by Ford for use on Ford, Lincoln and Mercury vehicles  And…

STOP Customer Defections  …By giving them a reason to continue to visit your facility for brake service – with the Lifetime Brake Pad Guarantee program. The Lifetime Brake Pad Guarantee – Enables you to compete directly with aftermarket chains by promising no cost brake pad replacement to your current brake service customers.

What to Tell Your Customers The Lifetime Brake Pad Guarantee is another “tool” you can use to close more brake sales. And the message is simple:  We value your business. And we want to keep it.  So, with your purchase of Motorcraft® brake service today, we will replace our Motorcraft® brake pads at no cost for as long as you own your vehicle.  It’s our commitment to you to reduce the price of any future brake service for your Ford or Lincoln vehicle.

How it Works After completing your brake service today, if one of our Technicians identifies a need for brake pad replacement on any future service visit, we will provide replacement Motorcraft brake pads to you at no cost.

How it Works  You need to supply a copy of the RO from your original brake service.  The offer covers the Motorcraft brake pads only. You are responsible for the labor and any other parts needed for complete and proper brake service.

How it Works  The offer applies only to the original purchaser of the Motorcraft brake service, it is not transferable  The Lifetime Brake Pad Guarantee is good only when the Motorcraft pads are replaced at a Ford or Lincoln Service Department or Quick Lane facility

Selling Motorcraft Brakes  The Motorcraft Lifetime Brake Pad Guarantee program is only one benefit you can present to your brake service customers.  As part of your recommendation, you’ll want to give your customers additional reasons why Motorcraft brake pads are their best choice.  There are four key elements you can highlight.

Selling Motorcraft Brakes Design Motorcraft brake pads are designed to minimize noise and reduce potential for warping, which can result in vibrations.  Insulating shims dampen rattles  Precision-cut chamfers smooth edges and reduce brake chatter  Slots keep pads from warping in high- temperature conditions

Selling Motorcraft Brakes Performance Motorcraft brake pads feature platform-specific friction formulas to:  Help restore the vehicle’s original braking performance  Optimize stopping distances  Minimize brake noise and vibration  Minimize brake dust NOTE: Aftermarket competitors can’t copy these formulas!

Selling Motorcraft Brakes Testing: Motorcraft brake pads are thoroughly tested, on the road and in extreme conditions, for stopping distance and brake fade.  They meet or exceed all Federal Motor Vehicle Safety Standards (FMVSS) NOTE: Aftermarket products are not required to meet FMVSS requirements.

Selling Motorcraft Brakes Value Motorcraft brake pads are premium parts that can be offered to your customers at very competitive prices.  Designed and tested to meet platform- specific performance specs  Approved by Ford Motor Company  Tested to meet Federal Motor Vehicle Safety Standards

Selling Motorcraft Brakes When you put it all together  Design, Performance, Testing  Competitive pricing  Lifetime Brake Pad Guarantee It’s clear there’s no better value than Motorcraft for your customers’ brake service needs!

Five Steps to the Sale 1. Know Your Pricing  Be ready to provide an out-the-door, “menu” price for your brake service.  Include labor, pads or shoes, resurfacing rotors or drums, and any applicable taxes.  And tell your customers that the Lifetime Brake Pad Guarantee will reduce that price for any future brake service.

Five Steps to the Sale 2.Inspect brakes every time  Top-selling Service Advisors use the Motorcraft Brake Tool to show customers what it means when brakes are coded Green, Yellow and Red.

Five Steps to the Sale 3.Highlight Motorcraft benefits Tell your customers about the benefits and value of Motorcraft brakes:  Tested to meet FMVSS requirements  Approved by Ford  Platform-specific friction formulas  Lifetime Brake Pad Guarantee will replace the brake pads at no cost for any future brake service

Five Steps to the Sale 4. Ask for the sale If you determine your customers need new brakes, tell them:  Why they’re needed  The value they offer  The out-the-door price  About the Lifetime Brake Pad Guarantee Then, ask: “Can we get that done for you today?”

Five Steps to the Sale 5. Overcome objections Identify the real objection and overcome it by discussing how Motorcraft brake components are:  Competitively priced  Approved by Ford for use on Ford, Lincoln and Mercury products  Conveniently available for immediate installation  Backed by Lifetime Brake Pad Guarantee

Tools Available  Program announcement and details – published June 30, 2014  Program 1 Pager  Customer Certificate*  POS Kit – available on Dealer eStore*  Advantage U Quick Tip Training  All available on Service Advisor Portal *Available late July, 2014