- A new report says Ford is quietly approaching customers with major repair needs, offering them discounts on new cars
Ford and its Lincoln luxury brand have begun quietly offering some repair customers major discounts on replacements for their cars, according to a new report.
CarsDirect reports that Ford has created “a way for owners with major service and repair issues to get a discount worth 10% off MSRP toward the price of a new Ford car or truck.”
The site cites a bulletin sent to dealers announcing the launch of a new “owner retention program.” The notice states that it aims to “help retain customers who have lost confidence in their vehicle due to unsatisfactory service experiences.”
Ford’s quality image has taken a hit in recent years. The company broke the record for the most safety recalls by a single automaker in 2025, surpassing the previous mark in July and threatening to double it before the end of the year.
Under the new program, CarsDirect reports, dealers can make the offer to owners who need what Ford defines as “major” repairs on a car less than three years old that has been driven fewer than 36,000 miles.
“Ford defines ‘major repairs’ as having to do with the engine, transmission, a repaint, or a water leak, or having multiple repairs and days out of service,” CD explains.
The program offers a discount on a new car equal to 10% of the MSRP of the old car, capped at $6,000 for Ford and $10,000 for Lincoln.
It’s not available in California, and won’t be advertised. The memo advises dealers to offer it “if the customer’s service experience is negative enough for them to likely defect” to a different car brand.
