Omnicraft Brand To Offer Parts For Non-Ford Models
Common Replacement, Wear Items Available at Launch
As part of Ford Motor Company’s “all of the above” business diversification strategy, the company’s Customer Service Division is launching its new brand of Omnicraft service parts to supplement its Ford-branded Motorcraft series of service and replacement parts. Omnicraft’s initial product lineup will consist primarily of common maintenance and wear items such as oil filters, brake pads and rotors, struts, shocks, and starters and alternators. There are currently 1,500 parts under the Omnicraft brand, with that portfolio expected to eventually grow to 10,000 parts.
Ford has previously positioned itself as a service and maintenance destination for all automotive brands with its chain of Quick Lane Tire & Auto service centers, usually co-located at a Ford dealership. Like many other auto repair chains, Quick Lane focuses largely on basic vehicle maintenance such as oil changes, tires, brakes, and shocks. In addition to its more conventional business line extensions, Ford has announced a multi-billion dollar investment in autonomous and ridesharing technology globally and has promised to have a fully autonomous car on the market by 2021. Many of the technologies and platforms the company is working on are designed to be universal and not exclusive to Ford vehicles or Ford owners.