In recent years, Ford has been keen to explore subscription services that offer customers an all-inclusive sort of experience that combines a vehicle lease payment with insurance and maintenance, all in one nifty package. This type of offering has proven to be quite popular in places like Brazil where it has launched, and as it turns out, plenty of customers in that South American country are also happy to pay for prepaid maintenance, too.
This prepaid maintenance plan – called Ford Protect – has more than doubled in terms of sales through the first portion of 2024 in Brazil, compared to 2023, according to the automaker, and has now been added to 10 percent of the vehicles sold by the brand. Ford notes that consumers are gravitating toward Ford Protect chiefly because it makes it easier for them to budget for the future, combined with the convenience that it offers.
“With the Ford Protect plans, maintenance is done by specialized technicians, with original parts and national coverage at all Ford dealerships in Brazil, ensuring the safety and appreciation of the vehicle. It is an important benefit for customer loyalty in the brand,” says Cintia Pelegrina, Ford’s national after-sales manager. “The purpose of these plans is to give the customer peace of mind so that he can program himself and have the best assistance throughout his journey with the vehicle, with greater efficiency and economy. The negotiation is made directly at the Ford dealerships, which are prepared to show all the details of its operation.”
These types of plans have thus far proven to be quite popular for buyers of the redesigned Ford Ranger, in particular, which can be purchased via Ford Go – the company’s digital subscription car service – which takes place entirely online and allows customers to drive a new vehicle each year, for a fixed monthly cost that is all-inclusive and includes insurance, taxes, maintenance, and other ownership-related expenses. In fact, the Ranger helped the automaker double its Ford Go sales in Brazil between 2022 and 2023, as Ford Authority previously reported.
We’ll have more on Ford Protect soon, so be sure and subscribe to Ford Authority for 24/7 Ford news coverage.
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