Ford Motor Co. has launched a new point-of-sale program at Ford and Lincoln dealerships and Quick Lane Tire & Auto Centers that provides consumers with no-cost replacement of Motorcraft brake pads purchased as of July 1, 2014.

Motorcraft brake pads that wear down to less than 3 millimeters will be eligible for no-cost replacement as long as the customer owns the vehicle. Customers must still pay labor and installation costs for replacing the brakes, as well as the cost of other parts needed to return the brake system to original operating condition. This offer, called “Lifetime Brake Pad Guarantee,” applies to Motorcraft brakes replaced on any Ford, Lincoln or Mercury passenger vehicle and certain commercial vehicles.

To qualify for replacement brakes, customers will need to present their service adviser with their repair order or vehicle identification number.

“This program reflects our commitment to providing customers with an excellent ownership experience regardless of the age of their vehicle,” said Frederiek Toney, vice president, Ford Motor Co. and president, Ford Customer Service. “Plus, when you purchase Motorcraft parts at a Ford or Lincoln dealer, or a Quick Lane Tire & Auto Center, you know you’re getting the right parts installed by the right people. Motorcraft parts are the officially recommended parts for Ford, Lincoln and Mercury vehicles, and these technicians are factory-trained and certified to service our products.”

Except for taxi, limousine, postal, police, towing or emergency vehicles, commercial vehicles are also eligible for the program. Racing vehicles are not eligible.