Ford Debuts Auto Parts Brand to Serve Multiple Carmakers

Ford Motor Co is has introduced Omnicraft, a new brand of aftermarket car parts for non-Ford vehicles.

The new marque’s products initially will be available through 13,700 Ford and Lincoln dealerships worldwide. Availability will expand later this year to other Ford authorized outlets. Omnicraft will join Ford’s decades-old Motorcraft brand, which markets replacement parts for Ford vehicles.

Omnicraft debuts with a lineup of 1,500 of the most-requested repair parts, including filters, brake pads, starters and alternators and suspension components. Ford says the brand’s parts list eventually will expand to about 10,000 parts.

Omnicraft debuts with a lineup of 1,500 of the most-requested repair parts, including filters, brake pads, starters and alternators and suspension components. Ford says the brand’s parts list eventually will expand to about 10,000 parts.

Frederiek Toney, president of Ford’s customer service division, tells Reuters that auto parts represent a global market worth more than $500 billion. He predicts demand for repair parts will expand 70% over the next several years as vehicle fleets continue to age.

Toney notes that offering parts for competing car brands in Ford dealerships will help builder dealership repair operations while exposing owners of non-Ford brands to the company’s own cars and trucks.