Ford launches its new “Lifetime Brake Pad Guarantee” program at Ford and Lincoln dealerships and its line of Quick Lane Tire & Auto Centers.

The point-of-sale-program provides consumers with no-cost replacement of Motorcraft brake pads on Ford, Lincoln and Mercury passenger and commercial vehicles, with the exception of taxi, limousine, postal, police, towing or emergency vehicles.

Customers must still pay labor and installation costs, as well as the cost of other parts needed to return the brake system to original operating condition, the automaker says.

“This program reflects our commitment to providing customers with an excellent ownership experience regardless of the age of their vehicle,” Frederiek Tony, president-Ford Customer Service, says in a statement.