Is the new name for quality going to be Ford? If the one-time industry leader from Detroit has anything to say about it, their answer would be yes. Anyone who has driven a Ford lately must notice there is a difference. This year, their vehicles seem to have a certain quality about them. The first step to reducing defects, according to Kristen Kinley, Ford’s Quality Communications Manager, is to design better cars in general. Add to that a streamlined manufacturing process, which the company has been concentrating on for the past few years, and you get quality.
The J.D. Power 2010 Initial Quality Study data is in. From February to May this year, 82,000 owners and leasers of new vehicles were surveyed and their comments tallied scoring automakers according to the number of problems per 100 vehicles. This year, the average auto maker’s score is 109 problems per 100 vehicles. This number is up just a tad from last year’s 108.
In sharp contradiction to the industry average, Ford is bringing their Nameplate Score down. They hit the press with an astonishing 93 problems per 100 vehicles. Incredible. They even beat Honda, who’s Nameplate Score is 95. What is even more amazing is how Ford stacks up to Lexus, who has always been a top contender since their inception in 1990. This year Lexus barely beat out Ford with a Nameplate Score of 88. Not bad Ford. Keep up the good work. Maybe you will soon be synonymous with Quality.
Ford claimed impressive spots with twelve of their vehicles placing within the top three in their classes. The company also topped the class in three vehicle segments. The Ford Focus tops the Compact Car segment. The Midsize Sporty Car class is topped by the Ford Mustang, and the Large Car class is ruled by the Ford Taurus.
But that is not all. When you look deeper into the study we learn an even more impressive fact. Ford holds the number 5 position overall this year and they are first among the major brands. The top five list is Porsche, Acura, Mercedes-Benz, Lexus, and Ford, respectively. By most accounts, Ford is keeping some pretty good company lately.
Ford seems to do no wrong lately. They avoided bankruptcy court. They avoided the pitfalls of government bailout money. They entered the realm of profitability in 2009. They have increased sales and continue to hold Honda at bay for the number three spot in total sales.
So, what about tomorrow? It is apparent the company has a plan, and a good one at that. CEO Alan Mulally recently commented, “We expect to continue to improve our balance sheet as we deliver on our plan. Our business results make it possible to take these actions while still accelerating the investments we are making in our business.” He made this statement just after Ford announced a payment of $4 billion toward its debt. With sales increasing, profits climbing, and a cleaner balance sheet, Ford should be able to sustain quality improvements for a while.
If this truth remains, good things will keep happening to Ford. GM, on the other hand, is still hurting with a Nameplate Score of 111, collapsing from 9th place last year to 14th this year. Toyota’s woes continue, tumbling from 6th place last year to 21st with a Nameplate Score of 117. If Ford keeps investing in quality, focusing on profitability, and streamlining their efficiencies, they can really set themselves apart from the other mass-producers.
Look out GM and Toyota. Ford is on the rise. Maybe we can finally believe that at Ford, quality is really job 1. Have you driven a Ford lately?
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