Ford says research shows that drivers prefer OE parts because they avoid uncertainty over maintenance and vehicle warranty. The manufacturer also claims repairers prefer working with OE parts “because they fit properly, help maintain workshop efficiency and are readily available'.
Keith Reed, collision repair marketing manager, says: “These price reductions are aimed at older vehicles that can often be written off because their lower residual values make them uneconomic to repair. Low prices will help increase the number of vehicles repaired.”
Reed hints Ford is considering similar reductions on crash components across the range.