Chevrolet used to use "Like a Rock" in its ads. Now, Ford Motor Co. is using The Rock.
Ford hopes actor and pro wrestler Dwayne Johnson -- also known by his ring name, The Rock -- can boost sales at its service centers by persuading customers to choose Ford over third-party repair shops.
The automaker last month launched its latest national ad campaign featuring Johnson and its network of 35,000 service technicians. The 30- and 60-second TV spots, which first aired Feb. 1 on networks such as CNN and ESPN, focus on the expertise and personal touch Ford service customers get from knowledgeable staff.
It's a message Ford is hoping resonates with longtime owners. Executives say the company does a good job retaining customers through their first four years of vehicle ownership, but after that many opt to get oil changes, brake pads and tires from non-Ford establishments.
"What we're trying to do is drive as many people as we can to Ford dealerships for all their service needs," Brett Wheatley, executive director of Ford's North America customer service division, told Automotive News.
"People have choices," he added, "but nobody knows the vehicle better than Ford dealers."