• Brandweek, Friday, July 14, 2006 1:34 PM

Seeking new ways to expand its business and capture new markets, Ford Motor Co. will begin offering a small selection of parts for a few of its cars in the automotive aftermarket. The new initiative, dubbed the Ford Licensed Accessories program, will be conducted through the automaker's dealerships and will focus on outfitting models including the Fusion, Mercury Milan and the upcoming Lincoln MKZ sedan with quality aftermarket parts. Two companies have been named by Ford to supply kits containing parts such as air dams, side skirts, spoilers, and DVD screens that are built into the backs of head rests. The program "makes sense for us to partner with the dealers to deliver these aftermarket products and grow our business from a product standpoint and give us a good revenue opportunity at the same time," said Chris Feuell, who directs Ford vehicle personalization. Aftermarket suppliers traditionally sell to big-box retail outlets such as Circuit City and Radio Shack, cutting out the automaker but sometimes offering products that negate the Ford warranty or don't even fit. "We can't compete on price at that level," Feuell said, noting that the Ford brand will be promoted through the equipment with the added protection of a guarantee. "We are offering parts that are under warranty by the supplier for three years or 36,000 miles."

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