Ford's Quick Lane Tire Locations Promote Convenience in New Ads

Feb. 1, 2019

Quick Lane Tire & Auto Center, a business of Ford Motor Co., has more than 800 locations in the U.S., and is focusing on consumer convenience in a new advertising campaign. “Life is busy. We know consumers see auto service and maintenance as a necessary evil,” says Doug Danstrom, global Quick Lane manager. “With this new campaign, we highlight how Quick Lane service centers are different. They are built around understanding what drives each customer.

“We are acknowledging that vehicle maintenance is not something customers desire to do, but at the same time relaying that Quick Lane will be the trusted support you need to get back on the road and back to what matters, whatever that is. We want the whole experience to feel like time well spent.”

The campaign is built around a simple premise — that automotive service centers have ignored customer needs for too long. The Quick Lane ads want to show that customers come first. One message is: “You see a new place to get tires. We see all the places you’d rather be.” Another ad says: “You see an oil change. We see a fifth-grader who is always first out the door when the bell rings.” Quick Lane stores feature clean, professional customer waiting areas with free coffee and Wi-Fi. Pricing of services is displayed clearly, technicians perform no-charge multi-point inspections with every service. Quick Lane offers automotive service for all brands of vehicles, as well as 13 tire brands: BFGoodrich, Bridgestone, Continental, Dunlop, Firestone, General, Goodyear, Hankook, Kelly, Michelin, Pirelli, Uniroyal and Yokohama.

Ford is expanding the Quick Lane model across the globe, and plans to open 50 new stores in 2019, focusing on greater Asia, including Thailand, China and Australia, as well as Europe, South Africa and the Middle East.

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