As part of a strategy to reduce repair costs and help prevent damaged vehicles from being written off, Ford has introduced price reductions of up to 31 per cent on selected collision parts for older Ka, Fiesta, Escort, Mondeo and Transit models.

The reductions, effective from July 7, apply to front wings, bonnets and radiator grilles – some of the parts most likely to need replacing after an accident. They are available on vehicles registered between 1989 and 2000, depending on the model and part. For example, the price of a replacement front wing for a Mondeo registered between 1992-96 is reduced by 31 per cent, and a radiator grille for a Fiesta registered between 1989-97 by 30 per cent.

With repair costs coming under ever-closer scrutiny from insurance companies, the price reductions will help ensure that Ford original equipment (OE) parts continue to offer the best value for money when repairing Ford vehicles. The models to which the price reductions apply account for over 60 per cent of Ford replacement front wings and bonnets, so significant savings will be made.

Customer research has consistently indicated that customers prefer the quality assurance that comes from using OE Ford parts, not least because it avoids any uncertainty regarding maintenance of the remaining vehicle perforation warranty. Similarly, repairers much prefer working with OE parts because they fit properly, help maintain workshop efficiency, generally have better availability than non-OE, and there is no problem with customer acceptance.

Another potential benefit of the price changes is the avoidance of vehicle write-offs, as Ford Collision Repair Marketing Manager, Keith Reed, explains:

"As a vehicle’s residual value tends to decline with age, these price reductions are targeted at older vehicles which can often be written off simply because their lower residual values make them uneconomic to repair. Our lower prices will help increase the number of vehicles repaired, so that more customers will get their car back rather than what they may consider to be a less than satisfactory write-off settlement.

"In turn, insurers benefit from lower claims costs, repairers get more repair jobs, and Ford sells parts to repair a vehicle which otherwise would have gone to a salvage yard. Everyone benefits, and I hope we’ll be able to extend this principle to more parts in the future."

Published : 08/07/03 Author : Melanie Carter

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