Ford Launched New Service Campaign With Nate Bargatze
The automaker is promoting dealership maintenance and home service visits to reach owners of aging vehicles.
Updated on Sept. 28, 2026 in Car Maintenance
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Ford has launched a national advertising campaign featuring comedian Nate Bargatze to encourage vehicle owners to use dealership service centers. The effort aims to improve customer retention as the average age of vehicles on U.S. roads has reached 12.8 years.
Why it matters
Ford is looking to pull vehicle owners away from third-party repair shops and back into the dealership network to maintain brand loyalty. Research shows that nearly three-fourths of customers who service their vehicles at a dealership return there for their next car purchase.
The campaign, running through December 31, 2027, includes service incentives such as a buy-one-get-one-free tire promotion. Currently, one in seven Ford service visits takes place at a customer's home or office.
The players
Ford Motor Co.
An American automaker known for its extensive lineup of trucks, SUVs, and passenger vehicles along with its expansive dealership and service network.
Nate Bargatze
A popular comedian featured in the new national television advertisement campaign for Ford vehicle services.
Jim Farley
The current executive hosting the Ford Pro Accelerate summit to discuss the company's automotive and service strategy.
The details
Ford is leveraging a mix of traditional media and convenient service options to engage owners, using two 30-second television spots starring Nate Bargatze. To simplify the maintenance process, the brand relies on mobile technicians for home visits and proprietary AI diagnostic tools to identify repair needs. These initiatives are designed to bridge the gap between busy family schedules and the necessity of keeping aging vehicles roadworthy.
Timeline
The advertising campaign runs from October 1, 2026, through December 31, 2027.
The average age of U.S. vehicles reached 12.8 years in 2025.
The Home Front
As the average age of vehicles in the U.S. has reached 12.8 years, automakers are intensifying efforts to keep aging models within their own dealership ecosystems. This trend reflects a broader shift toward securing long-term service revenue as household vehicle replacement cycles lengthen.
If you are managing an older vehicle, check with your local Ford service center to see if they offer mobile technician visits or current promotions like tire incentives. Scheduling your maintenance through official channels can help you track your service history, which is often valuable for long-term vehicle health.
The takeaway
Maintaining brand-certified service can improve the resale value and longevity of aging family vehicles. Keep an eye out for upcoming seasonal service promotions through your local dealership to manage the cost of essential repairs.
Further reading
Learn more about keeping your vehicle running smoothly on our Car Maintenance page.
Live Poll
Do you trust dealership service departments more than independent repair shops for your vehicle's maintenance?
