At University Ford of Durham, we don’t just sell cars — we invest in people. Our “It’s All About U” philosophy guides every interaction, ensuring that whether you’re buying, financing, or servicing your vehicle, your experience is top priority. Here’s what it means for you.
What "It's All About U" Means
Unbeatable Value
With our Price Match Guarantee, you’ll never pay more than you should. If you find a better price at another authorized Ford dealer, we’ll beat it—or give you $1,000. That’s how confident we are in offering the best deals.
Unmatched Service
Our team — from sales to finance to service — acts like your personal advisory board. We provide knowledgeable guidance, respect your time, and never pressure you. At University Ford, you’re part of our community.
University‑Level Selection
Whether you’re searching for new Ford models, Certified Pre-Owned vehicles, or quality used cars, we’ve got you covered. Every vehicle comes with a transparent history report and rigorous inspection, so you can shop confidently.
Unshakable Trust
With roots dating back nearly a century and over four decades as University Ford, we’ve built a reputation for reliability, value, and community service. When you choose us, you’re choosing a dealership you can trust.
Why Our Brand Works
Just like a great university invests in its students, we invest in you — our customers. Every step of your journey is designed with your success in mind. Whether you’re a first-time buyer or returning customer, It’s All About U at University Ford.
The Price Match Guarantee: Confidence You Can Count On
At University Ford, we don’t just talk about putting customers first — we prove it. Our Price Match Guarantee ensures you never pay more for the same vehicle.
How It Works
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Found a Better Price?
Spot a better deal from another authorized Ford dealer on the same year, make, model, trim, options, and mileage? Let us know. -
Bring Us the Proof
Provide a written or emailed quote from the other dealership. -
We’ll Beat It — or Pay You $1,000
No fine print. No runaround. Just a clear promise that protects your bottom line.
A Few Quick Details:
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Applies to new, in-stock vehicles only
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Must be a valid quote from another authorized Ford dealer
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Matching vehicle must be the same year, model, trim, options & mileage
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Price must be current and verifiable at the time of purchase
Start your journey with confidence — your price, your terms, your experience.
Shop Our Courtesy Loaner Inventory: Save Without Sacrifice
At University Ford, It’s All About U — and that includes getting the best value. Our Courtesy Loaner vehicles let you drive low-mileage, nearly new Fords at a fraction of the price.
Why Buy a Courtesy Loaner Vehicle?
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Low mileage and new condition
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Loaded with the latest features and technology
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Full factory warranty included
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Thousands in savings compared to new MSRP
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Professionally maintained by Ford-certified technicians
Get all the benefits of a new Ford — at a price that puts money back in your pocket.
Start Your Ford Journey Today
Whether you’re buying your first Ford, upgrading to your dream truck, or exploring Certified Pre-Owned options, University Ford of Durham has your back. Every interaction, every price, every decision is about you — because at University Ford, It’s All About U.