Need routine maintenance? Think of your Ford or Lincoln Mercury dealer.
That's the gist of a Ford Customer Service Division ad campaign that began April 1 and runs through May 26. It attacks the notion that dealerships are high-priced and inconvenient.
The ads promote $89.95 brake jobs and $21.95 oil changes. The prices are based on surveys of the competition and the counsel of key dealers.
The ads also tout convenient service. For dealerships that carry tires, the ads promise to meet or beat any competitor's price.
The campaign is the latest in a series of ads run over the past five years to increase maintenance and light repair business for Ford and Lincoln Mercury dealerships. It uses newspapers, magazines, national TV and point-of-purchase advertising,
Allen Benson, marketing communications manager for Ford Customer Service Division's Quality Care brand, said a variety of efforts, including the ads, have helped boost Ford, Lincoln and Mercury nonwarranty repair orders by 5 percent nationally in the last year.