Ford Mediocre Quality Rating Could Undermine EV Sales

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Ford has received some negative coverage for the quality of its cars. A great deal of this is due to repair problems and recalls which show up in some of its warranty figures The challenge also appears in one of the most widely regarded studies of automobile quality.

The American Customer Satisfaction Index has just released its Automobile Study 2024. It is based on 12,173 completed surveys between July 2023 and June 2024. Scores are based on an index between zero and 100.

Mass Market Cars

The new study breaks cars into “mass market nameplates” and “luxury nameplates.” The overall mass market score was 79, and the luxury score was 81.

Subaru and Toyota topped the mass market category with scores of 83. Ford had a score of 79, which means its quality is average. (Ford’s luxury brand, Lincoln, does poorly. The average score for luxury brands in the study is 81. Lincoln scores 79. Leaders Mercedes and Tesla scored 83.)

Scores for both industry segments were based on the mobile app, driving performance, exterior, braking, comfort, dependability, interior, technology, and warranty.

Ford has tried to push into the EV category with its Ford F-150 Lightning and its Mustang Mach-E. It says it is No.2 in the sector in sales, behind Tesla, but its EV sales are only a few thousand a month. Tesla’s Cybertruck has been outselling the Lightning.

Brand quality perception covers gas powered versions, hybrids, and EVs. The Mach-E had a recall problem that involved its battery last year. It affected 30,000 cars. Early this year, according to Kelley Blue Book, Ford “paused” Lightning shipments because of a quality issue. Ford loses money on its EVs.

If Ford wants to move closer to Tesla, it is going to need to up its quality game.