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Ford Improves in Consumer Perceived Quality, Study Shows

The American automaker has achieved the largest gain of any car company in Automotive Lease Guide’s (ALG) latest Perceived Quality Score. The recently published study shows Ford was ranked the most improved car brand this month, scoring a 7.6 percent improvement since fall 2009.

The company says these results were registered thanks to the progress Ford has made in recent years in real-world quality and reliability issues. The study made by ALG shows this consumer perceived quality improvement was one of the key factors behind Ford’s recent market share gains and improving resale value.

"We have made huge strides in vehicle quality in recent years but customer perceptions don't change overnight – so it is gratifying to see our real-world improvements begin to fully register with consumers," said Jim Farley, Ford's group vice president, Global Marketing. "The benefits of improved perception of quality are huge – from market share to residual values and purchase considerations."

“Ford's average residual gained $2,420 (January-June 2010 residual guides) compared to the year-ago period; the average brand change was about $615,” notes Ford in a press release after ALG’ study.

ALG says Ford’s perceived quality gains can be traced to the following key factors:

• Ford has improved its vehicle quality and launched well-received new products
• Ford avoided bankruptcy and a taxpayer bailout unlike its domestic competitors
• Ford limited brand-damaging incentive spending and daily rental fleet sales

The study showed that the new Taurus and Fiesta models in particular have been quite successful with the press and public.
"Customers want to see that you can be reliable in your quality month after month, year after year," Farley said. "Demonstrating steady improvements in initial and long-term durability over time is helping us close the gap between perception and reality."
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