Ford Quality Turnaround: Third in J.D. Power Study After Years of Issues

On July 20, 2024, Ford Motor Company celebrated a pivotal milestone by securing third place in the J.D. Power Initial Quality Study, a dramatic rise from below average just a year ago. This achievement underscores the automaker's multi-year effort to address chronic quality problems that had plagued its balance sheets and reputation with costly warranties and recalls.

The latest J.D. Power survey, which ranks 27 mainstream brands based on problems reported per 100 vehicles within the first 90 days of ownership, shows Ford with 152 issues, trailing only Porsche (138) and Genesis (151). Industry-wide, initial quality saw the most significant improvement since 1997, though infotainment systems—particularly Android Auto and Apple CarPlay connectivity—remained a sore spot, contributing to a year-over-year decline in that category.

Ford CEO Jim Farley emphasized the progress in a virtual briefing, stating, "We're proud of the strides we've made and are excited to aim for being the highest-quality manufacturer in all aspects, not just initial quality, for years to come." This sentiment reflects a broader cultural shift within the company, which has moved from a reactive "find-and-fix" approach to a proactive, prevention-focused strategy.

The turnaround traces back to 2023, when Ford launched a comprehensive industrial system led by Chief Operating Officer Kumar Galhotra. This initiative integrated hardware engineering, supply chain, and manufacturing to tackle core weaknesses: design robustness, supplier defects, and in-factory errors. Galhotra noted, "Reliability builds trust and loyalty—excitement alone doesn't sustain a brand."

Cross-department teams now convene daily for "problem-solving" sessions, addressing issues until resolutions are found. Executives and non-manufacturing staff spend more time on plant floors, adopting the Japanese "gemba" philosophy of observing workstations firsthand. For instance, pre-launch audits for the 2025 Ford Expedition and Lincoln Navigator involved 12-person teams reviewing each station, correcting processes, and gathering input from operators, who typically contribute eight ideas per issue.

Technological investments have also played a key role. Ford has more than doubled its technical specialist team since 2023, adding about 315 veterans to mentor younger engineers. These experts conduct mandatory design reviews and identify failures before production. Advanced cameras and AI tools now detect minute anomalies by analyzing thousands of engines, while over 100,000 automated tests push software to its limits.

Supplier relationships have been transformed through closer collaboration. For the Expedition and Navigator launches, suppliers joined Ford's engineering and manufacturing teams in pre-production reviews, fostering accountability under stricter quality standards. Chief Supply Chain Officer Liz Door reported, "Our total warranty costs have improved over the past three years due to this enhanced partnership."

Software quality has received focused attention, with a new 40-member assurance team hunting for communication gaps and errors. Ford Vice President Charles Poon explained, "We've adopted cross-functional systems engineering to deliver digital experiences like panoramic screens without compromising safety." Additionally, durability testing now targets a 15-year or 225,000-mile standard, with daily engine teardowns at plants to catch issues early.

Leadership changes have been integral, with nearly two-thirds of senior roles in manufacturing, engineering, and supply chain refreshed over four years via external hires and internal promotions. Succession plans ensure knowledge transfer to avoid past mistakes. Notably, quality metrics now influence executive compensation and white-collar bonuses, aligning incentives with customer satisfaction.

Despite progress, challenges persist. Ford's recall count remains high, with 51 recalls in the first half of 2026—leading competitors—though the company anticipates a steady decline for new models. Galhotra acknowledged, "As we check older vehicles, especially those from 2013-2020, we'll do what's right for customers to prevent repeat errors."

Exclusive industry data reveals that Ford's quality push is resonating: according to a recent Edmunds analysis, Ford's customer repurchase intent has increased by 5% year-over-year, outpacing the industry average of 2%. This suggests that improved reliability is translating into tangible brand loyalty gains, a critical factor in competitive automotive markets.

Looking ahead, Ford plans to display celebratory banners at its headquarters and plants, with marketing campaigns around the July 4 weekend. The company views this quality milestone not as an endpoint but as a foundation for sustained excellence, aiming to reduce recalls and enhance long-term durability through continuous innovation and employee engagement.