FORD THAILAND has reaffirmed its commitment over three decades to enhance customer experience by developing innovative after-sales services as a key strategy to build satisfaction, trust, and sustainable growth, always putting the 'customer at the center.' This success is reflected in consistently high Net Promoter Scores (NPS) and achieving second place in service rankings among popular car brands, according to the 2026 Differential survey.
Another important indicator is the high return rate of 83% at Ford service centers over the past three years, including customers with vehicles over 23 years old who continue to choose Ford service centers. This reflects confidence in service quality, maintenance standards, and Ford's readiness to care for all vehicle models throughout their lifespan.
Surawat Jungsompongsak, Director of Customer Service at FORD THAILAND, said, “What FORD believes in and has always practiced is 'Treat Customers Like Family.' Beyond delivering quality products, we focus on after-sales service that is high quality, convenient, and truly meets customers’ daily needs. We understand that cars hold many meanings for customers—as transportation, a work tool, and part of family leisure time. Therefore, we strive to develop services that match customers’ lifestyles by applying technology to improve maintenance efficiency and stand by customers in all situations, such as emergency relief campaigns. All these demonstrate our genuine care for Ford customers.”
“As FORD marks its 30th year in Thailand, we focus not only on offering high-performance products and customer-oriented technology but also on reassuring customers of comprehensive care throughout their vehicle's life. We continuously invest in after-sales infrastructure, including nationwide dealer networks, personnel trained to international standards, and enhanced parts distribution centers. These foundations enable Ford to deliver a complete and sustainable ownership experience,” Surawat added.
FORD aims to create excellent customer experiences through a 'customer-centric' approach by studying customer behaviors and needs to develop services in three main areas:
Convenience accessible anytime and anywhere through digital channels and mobile services.
Fast and accurate standard services using innovative tools and specialized equipment.
Confidence in service quality through transparency, genuine parts, and a warm, friendly service atmosphere.
FORD continuously introduces and develops service innovations to meet customers’ digital-era lifestyles.
The 60 Minutes Express Service, launched in 2016, addresses customers’ needs for speed and time savings.
In 2021, FORD introduced an extended warranty package called Ford Care, a Service Price Calculator for transparent expense planning, and smart glasses technology for remote repair assistance. This technology connects service technicians with Ford engineers in real-time to analyze and resolve complex issues more quickly and accurately, helping customers get their vehicles back faster. The technology supports analysis of over 30 cases monthly and achieves a 96% first-time fix rate.
In 2022, FORD launched a new vehicle generation alongside enhanced after-sales innovations, including the Mobile Service Vehicle (MSV) offering home or workplace maintenance, battery replacement, and minor repairs, with usage growing 10% annually and about 138,000 services provided. The Pick Up and Delivery (PUD) service, aiding customers to save time, grew 8% yearly with over 130,000 uses. Online Service Booking via Ford app, FORD website, and LINE Official Account improves scheduling convenience, with user growth averaging 26% annually. The Ford app integrates easy, comprehensive functions allowing customers to connect with their vehicle, request services, check status, and control their car 24/7, now with over 130,000 users. Additionally, the warranty on genuine parts was extended to 2 years or 50,000 km, a Best-in-Class feature among combustion engine brands.
In 2025, FORD expanded and improved the Parts Distribution Center in Samut Prakan Province and launched the Ford Rewards Club program via LINE Official Account. Within less than a year, over 70,000 Ford vehicle customers registered, accumulating over 43.9 million points. In 2026, Ford enhanced the Ford Rewards Club with a membership tier system—Basic, Bronze, Silver, Gold, and Platinum Exclusive—and introduced the option to redeem points as discounts at Ford service centers starting 1 May 2026.
Celebrating 30 years in Thailand, FORD has grown alongside the Thai automotive industry, reinforcing strength with high-standard after-sales service networks, rigorously trained technicians using specialized tools, personnel and process development through the Ford Guest Experience program under the concept 'Easy, Transparent, Fast,' and a capable parts distribution center with sufficient inventory. Supported by modern management technology for accurate, speedy delivery, these elements demonstrate readiness to support maintenance for past, current, and future vehicle growth.
After-sales service remains a crucial factor for business sustainability and brand loyalty, with ongoing innovation and new service development to enhance customer experience and strengthen Ford's position in the Thai automotive market.