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J.d. Power and Associates Initial Quality Rankings Show Improving Ford
Ford after experiencing some major setbacks for the past few years not to mention its present problem in terms of additional capital has begun showing signs of turnaround. According to the initial quality rankings conducted annually by J.D. Power and Associates, five Ford models have taken the top spot in their respective segments surpassing Toyota Motor Corp. Toyota for its part has dropped from placing first in eleven categories last year to three models in top spots this year.
The Ford models that rank first in quality in their segments include the Mustang, Mercury, Milan, Lincoln MKZ, Lincoln Mark LT, and the Mazda MX-5 Miata. Porsche and Toyota’s Lexus took the first and second spots respectively just like last year. For this year four Ford brand has made it to the top 10 list including the third place Lincoln; the Jaguar, Mercury, and Ford brands occupy sixth, eighth, and tenth positions respectively.
According to Neil Oddes, J.D. Power’s director of product research and analysis, “Fourteen Ford Motor Co. models place in the top three in their respective segments — an achievement unmatched by any other corporation this year — which is a testament to the improvement in quality for Ford … vehicle models and plants."
General Motors Corporation has also tied with Toyota with three models also ranking first in their segments which include the Pontiac Grand Prix placing ahead of the Toyota Avalon in the large-car category.
In the rankings of overall brands, all GM brands have obtained below industry average however Buick placed highest in 14th place. Despite the fact that none of the vehicles made at either the Ford Claycomo plant or General Motors Fairfax plant was able to ranked first in their categories but somehow the Ford F-150 made at Claycomo has been able to obtain second place in the large pickup category lagging behind the Chevrolet Silverado.
Mark Fields, Ford’s President of the Americas said that J.D. Power recognition was inspiring but that doesn’t mean that the automaker will be satisfied already. He said, “We will continue to deliver even more high-quality products that customers want."
Ford’s turnaround program is showing remarkable results earlier this year. Aside from the J.D Power survey there was yet another influential survey that revealed that Ford’s 2007 model vehicles are now in head-to-head with Toyota and Nissan models in terms of quality.
Industry observers are also taking notice of Ford’s progress in relation to Toyota, which has obtain much attention especially now that it is the new world’s biggest automaker passing General Motors earlier this year.
Peter Morici, University of Maryland economics professor said last month, “One should not assume that the horse race is over and Toyota has conquered all. Content and quality are emerging at Ford. Look at their sedans and crossovers. Mark Fields is doing there what he did at Mazda.”
Fields has built its reputation at Ford after making Mazda the producer of high quality Mazda strut mount a healthy and profitable unit. He also headed Ford of Europe before being promoted to his current position in 2005. It can be recalled that Fields was appointed to help Ford to recover and to regain financial health especially in North America where its market share has been continuously dropping while losses mounted. In an effort to regain profitability the automaker has cut off more than 50,000 hourly and salaried positions for the past two years closing in the process 16 of its plants.
J.D. Power’s survey has also awarded Ford’s Wixom plant with best-quality performing plant worldwide, the last time that J.D. Power has given such award was way back in 1999 and for this year it is a first that a North American plant was able to produce with vehicles possessing the fewest defects. The Wixom plant, which made the Lincoln Town Car was shut down May 31 as part of Ford’s cutting down measures.
Ford’s Claycomo plant ranked third in productivity among all North American assembly plants in building the Ford Escape, Mazda Tribute Sport Utility Vehicles, and the Mercury Mariner according to an annual study by Harbour Consulting of Troy, Mich. The F-150 that the plant produced has garnered second place in its segment in productivity.
Harbour has also ranked GM Fairfax the fifth most productive assembly plant in North America in terms of hours per vehicle.
J.D. Power and Associates 2007 Initial Quality Study Result
• Porsche…91
• Lexus…94
• Lincoln…100
• Honda…108
• Mercedes Benz…111
• Jaguar…112
• Toyota…112
• Mercury…113
• Infiniti…117
• Ford…120
About the Author
Kraig Johanssen is a native of Connecticut and holds a degree in Software Engineering. He now works at a software development firm in Alabama. His love for writing and great interest on cars makes him a proficient contributing author to various automotive magazines.