Ford Launched National Ad Campaign With Nate Bargatze
The campaign promotes dealership service as Ford works to recapture customers from independent repair centers.
Updated on Sept. 28, 2026 in Car Maintenance
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Do you trust dealership service departments more than independent repair shops for your vehicle's maintenance?
Ford Motor Co. has launched a national advertising campaign featuring comedian Nate Bargatze to promote dealership maintenance services. The initiative aims to increase revenue and customer retention by encouraging owners to return to dealerships.
Why it matters
Ford seeks to pull vehicle owners back from third-party service centers to increase dealership loyalty. Data shows nearly three-fourths of customers who service their vehicle at a dealership end up purchasing their next vehicle at the same location.
The average age of vehicles in the U.S. reached 12.8 years in 2025. Ford is utilizing 30-second television spots for this campaign, which runs through December 31, 2027.
The players
Ford Motor Co.
An American multinational automobile manufacturer that produces passenger vehicles and commercial trucks.
Nate Bargatze
A well-known American stand-up comedian and television personality featured in the new campaign.
Jim Farley
The Chief Executive Officer of Ford Motor Co. who is hosting the upcoming summit in Detroit.
The details
The campaign highlights Ford service incentives, including a buy-one-get-one-free tire promotion. Ford leverages proprietary AI diagnostic tools and mobile service technicians to facilitate home and office maintenance visits.
Timeline
The average age of U.S. vehicles reached 12.8 years in 2025.
The Ford Pro Accelerate summit takes place September 30, 2026, at Michigan Central Station.
The television advertisements featuring Nate Bargatze begin airing October 1, 2026.
The national advertising campaign concludes on December 31, 2027.
Roadmap
As the average age of vehicles on American roads hit 12.8 years in 2025, automakers are increasingly prioritizing the lifetime service relationship to combat the loss of market share to independent repair shops. This strategy highlights a shift toward high-tech diagnostics and mobile convenience to keep aging vehicles within the brand's proprietary service ecosystem.
Drivers can access new service incentives, such as buy-one-get-one-free tire promotions, at participating dealerships through the end of 2027. Additionally, customers may take advantage of increased mobile service options that allow for maintenance to be performed at their home or workplace.
The takeaway
Maintaining a vehicle at a dealership can simplify the transition to a future car purchase since loyal service customers are more likely to stay with the brand. Owners of older vehicles should verify if their local dealer offers mobile service to maximize convenience for routine maintenance tasks.
Further reading
For more information on trends in auto repair, visit the Car Maintenance section.
Live Poll
Do you trust dealership service departments more than independent repair shops for your vehicle's maintenance?
