HONDURAS/CAMBODIA - A first-of-its kind initiative that began in Export and Growth could eventually be implemented in other markets around the globe.
Two Quick Parts retail outlets, in Honduras and Cambodia, are now open, with more to follow.
Quick Parts outlets are being opened in areas where parts availability is limited in order to provide a market presence for retail, wholesale, fleet and installer customers. Quick Parts will carry Ford- and Motorcraft-branded parts, Ford-branded accessories and Ford-branded merchandise. Competitive-make parts will be available if no Motorcraft application exists.
Steve Carnegie, service strategy manager, Export and Growth, says one of the goals is to improve Ford’s market presence. “We expect Quick Parts will help us retain customers who might go elsewhere if parts aren’t available. But beyond that, we hope the improved parts availability will allow us to recapture customers we’ve lost and to win over some non-Ford customers.”
Most Quick Parts outlets will likely be owned and operated by dealers, including RMA Asia, which opened its retail outlet Dec. 14 in the Cambodian city of Phnom Penh. The first Quick Parts opened Nov. 30 in Tegucigalpa, Honduras. Maria Canahuati, marketing manager of the Yude Canahuati dealership, said “The market opportunity that Motorcraft products offer us is unique, and its potential is enormous.”
Export and Growth provides architectural and design support, fixtures and signage to help get the Quick Parts stores up and running. E&G also provides parts inventory management training as well as point of purchase materials, co-op advertising assistance and merchandising displays.
Jeffrey Gorrall, parts and service regional manager, Caribbean and Central America, said he anticipates great things. “We are sure this first Quick Parts experience will be a complete success, and Ford will be there to support Yude and ensure the quality Honduran customers deserve.”
A third store is expected to open in the Dominican Republic in late December with more to follow in Saudi Arabia and throughout other E&G markets in 2012.