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Ford Rebrands Its Commercial Vehicle Dealer Network

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In the new year, Ford Motor Company has rebranded its network of 650 or so US commercial vehicle dealerships. Formerly known as the Ford “Business Preferred Network,” the group of dealerships aimed at commercial customers will now be known as “Commercial Vehicle Centers,” according to Automotive News.

“We felt compelled to step back and analyze our dealer network program in this space,” Ford Commercial Vehicle Sales and Marketing General Manager John Ruppert told AN. “There was truly an opportunity to rebrand the network to be more descriptive of what this is all about.”

Along with the rebranding comes expanded dealership service and enhanced employee training. The additional training pertains to the topics of sales, servicing, parts, and financing. In order to qualify for the Ford “Commercial Vehicle Center” program, each dealer must meet minimum commercial vehicle stocking requirements and service hours, and must subscribe to a commercial tools ordering system, AN reports.

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“It’s the perfect time,” says Ford General Fleet Marketing Manager Tim Stoehr. “We’ve just finished a period of the largest investment we’ve ever made in our commercial products.” That includes the first complete redesign of the Ford F-Series Super Duty in 18 years.

Ford commercial vehicle sales rose 9.6 percent in the first half of 2016 compared to a year prior, capturing 30 percent of the market, according to IHS Markit data.

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Written by Aaron Brzozowski

Aaron Brzozowski is a writer and motoring enthusiast from Detroit with an affinity for '80s German steel. He is not active on the Twitter these days, but you may send him a courier pigeon.

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