Dean Bruce, Manager—Retail Sales Improvement, Ford Customer Service Division

At one time, Ford and Lincoln Mercury dealership service departments saw 60 to 70 percent of their business come in from warranty and recall work. Today, Ford’s quality is world-class and best in class. That’s the good news. The bad news is that all that warranty work went away. Today the balance is reversed—60 to 70 percent of dealership service department revenue has to come from retail sales, not warranty claims; the service department has to move from service to sales. Dean Bruce is helping them make it happen.

Teaching credentials and 22 years of experience in the field with Ford Motor Company make Dean the right choice. Dean shared his insights into how Ford is making this move from service to sales.