Ford Motor Co. for the first times in years is launching a comprehensive marketing campaign for parts and service as the average age of a vehicle on the road nears 13 years, and the automaker seeks to increase revenue share from the aftermarket.

The "Real Parts. Real Pros. Real Easy." promotion launched Monday on streaming TV, social media and digital video. Developed with dealers, the campaign highlights made-for-Ford-vehicles Motorcraft components, Ford's auto parts brand; the expertise of its dealers' technicians trained to work specifically on Ford vehicles; and the convenience offered through the Dearborn automaker's mobile repair services as well as vehicle service pickup and delivery — all of which can be scheduled through its brands' apps.

Ford executives have said the company is targeting a 20% share of operating profit in its Ford Pro commercial vehicle division from parts, accessories and services. But there's opportunity on the retail side too, said Brett Burin, executive director for Ford Consumer Service Division's marketing, sales and customer experience. Approximately 30% of service visits in the United States are done at dealerships, according to Cox Automotive Inc.

"We thought this was the time," Burin said. "We've been building up the mobile service with dealers. It's time to get back to Ford. We want to remind them the best way to get your Ford serviced is at one of our service centers."

One in seven service visits now happens via the mobile service fleet. Ford declined to disclose the spend on the campaign, and Burin didn't share a specific target for retention or attraction from it. But he said demand isn't down. Ford wants to capitalize on an opportunity in the market. Thirty years ago, a vehicle's lifespan was closer to eight years.

Ford always has low-tire pricing and certain incentive offerings, Burin said, but regional dealer associations also will choose between incentives for brake, batteries and work like oil changes and tire rotations.

Affordability is an often-cited reasoning for going to an independent repair shop and keeping a vehicle for longer. Burin said dealers choose their own prices, but typically are competitive in their market, are more convenient through mobile service and use continuously trained-under-Ford-standards technicians.

The campaign also comes after a record-breaking year for the company in 2025 in racking up the most recalls in a year for a single manufacturer. The promotion raises awareness for mobile service and pickup and delivery for recalls, as well, Burin said.

It's a "badge of honor" to know customers are able to rely on their vehicles for as long as they can, said Richard Bazzy, owner and president of Shults Ford outside Pittsburgh who was one of the dealers who worked with Ford in the development of the campaign. Although he doesn't recommend customers stay in a vehicle that long, given the latest tech and other features on new models, educating customers on Ford's offerings if they choose to hang onto their vehicle creates trust and loyalty.

"What we learned from Amazon is simplicity and ease," Bazzy said. "We serve our customers where they want to be served. That’s what Amazon did for us."

Ford executives also have been outspoken about technician shortages. Mobile service frees up work bays for more intensive repairs and can use less-experienced technicians for easier jobs.

"It really solves all of those problems," Bazzy said.

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