Ford Thailand’s Three Decades of Elevating After-Sales Service, Building Trust, and Driving Long-Term Growth

Ford Thailand has reinforced its three-decade commitment to elevating the customer experience by establishing after-sales service innovation as a key strategy to drive customer satisfaction, trust, and sustainable growth, keeping the ‘customer at the center’ of everything it does.

This success is reflected in consistently high Net Promoter Scores (NPS) and a second-place ranking in service among popular automotive brands in the 2026 survey conducted by Differential.

Another key indicator is the customer retention rate at Ford service centers, which has reached an impressive 83% over the past three years. This includes a customer with a vehicle over 23 years old who continues to choose Ford service center, reflecting absolute trust in service quality, maintenance standards, and Ford's readiness to care for all vehicle models throughout their entire lifespan.

Surawat Chungsomprasong, Customer Service director, Ford Thailand, said: "Ford always believes in and practices 'Treating Customers Like Family'. In addition to delivering high-quality products, we place great importance on after-sales services that are of high quality, convenient, and truly meet our customers' daily lifestyle needs. We understand that a vehicle holds deep meaning in many aspects of our customers' lives—as a mode of transportation, a tool for earning a living, and a part of family leisure time. Therefore, we aim to develop services that match customer lifestyles by utilizing technology to enhance maintenance efficiency, as well as standing by our customers in every situation, such as launching relief campaigns during critical times. These efforts are proof of the genuine care we have for Ford customers."

"As the Ford brand enters its 30^th year in Thailand, we are focused not only on offering high-performance products, but also on ensuring peace of mind for owners of all vehicle models throughout their ownership. We continuously invest in developing our after-sales service infrastructure, including a nationwide dealer network, personnel trained to global standards, and expanding the capacity of our Parts Distribution Center. All of this forms the foundation that enables Ford to deliver a comprehensive and sustainable vehicle ownership experience," Surawat added.

Ford is committed to creating a positive customer experience through a 'customer-centric' approach, studying customer behaviors and needs to develop services in three main areas:

1. Convenience accessible anytime, anywhere: through digital channels and mobile services.
2. Fast and precise standard services: powered by innovation and specialized tools.
3. Confidence in service quality: through transparency, genuine parts, and a warm, welcoming service atmosphere.

Ford continues to introduce and develop innovative services to meet the digital-era lifestyles of its customers, including:

• 2016: 60-Minute Express Service Guaranteed launched to meet the needs of customers looking for speed and time-saving convenience.
• 2021: Ford launched Ford Care, the extended warranty packages; the Service Price Calculator to help customers plan expenses transparently and confidently; and Smart Glasses technology for remote repair assistance. This technology allows technicians at Ford service center to connect with Ford service engineers in real-time to co-analyze and resolve complex issues more quickly and accurately, enabling customers to get their vehicles back sooner. This technology is used to assist in analyzing an average of over 30 cases per month and contributes to a 96% fix-it-right-first-time rate.
• 2022: Ford launched its next-generation vehicles and enhanced the full suite of customer innovations including:
  • Mobile Service Vehicle (MSV): Offering scheduled maintenance, basic inspections, battery replacements, and minor repairs at customers' homes or offices. MSV usage has grown steadily by an average of 10% annually, with approximately 138,000 services completed to date.
  • Pick-Up and Delivery (PUD) service: Providing extra convenience for time-constrained customers. PUD usage has grown by an average of 8% annually, with over 130,000 services completed.
  • Online Service Booking: Accessible via the Ford app, Ford website, and LINE Official Account, making schedule management highly convenient. Users have increased by an average of 26% annually.
  • Ford app: A comprehensive and user-friendly application that brings multiple functions into one place. Customers can connect with their Ford vehicles, request services, track vehicle status, or send vehicle commands 24/7. It currently has over 130,000 users.
  • Best-in-Class Parts Warranty: Extended parts warranty to 2 years or 50,000 kilometers, which is considered best-in-class compared to other internal combustion engine (ICE) brands.
• 2025: Ford expanded the facility and upgraded the management system of its Parts Distribution Center in Samut Prakan, and launched the ‘Ford Rewards Club’ loyalty program via LINE Official Account. Within less than a year of its launch, over 70,000 Ford customers registered, accumulating a total of more than 43.9 million points.
• 2026, Ford further developed the Ford Rewards Club program to better cater to customer lifestyles and offer more benefits by introducing 5 membership tiers: Basic, Bronze, Silver, Gold, and Platinum Exclusive. Additionally, customers can redeem their points for discounts on services at Ford service centers starting May 1, 2026.

Marking its entry into the 30th year of operations in Thailand, Ford remains committed to growing alongside the Thai automotive industry. The company reinforces its strength with high-standard after-sales services, including a comprehensive service network, highly trained technicians certified to Ford standards, specialized tools, and the development of personnel skills and processes through the ‘Ford Guest Experience’ program under the concept of 'Easy, Transparent, and Fast'. Additionally, its highly capable Parts Distribution Center ensures sufficient inventory, supported by advanced management systems for fast and accurate delivery. This reflects Ford's readiness to support the maintenance of previous and current Ford models, as well as to accommodate future growth.

Ford believes that after-sales service is a key factor in building business sustainability and brand loyalty. The company is committed to continuously developing new innovations and services to elevate the customer experience and strengthen its position in the Thai automotive market.