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J.D. Power Deems Ford Brand Number One in Quality While Toyota Falls Precipitously

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On: Thu, Jun 24, 2010 at 12:08PM | By: Sherry Christiansen

J.D. Power Deems Ford Brand Number One in Quality While Toyota Falls Precipitously

The 2010 J.D. Power and Associates Initial Quality Study (IQS) shows that Ford is considered the top non-luxury brand in the industry with the highest quality level. The Taurus, Mustang, and Focus were three of the most popular of Ford’s line-up that were considered the vehicles of most distinction.

Ford moved from last year’s eighth place position to fifth place, which is the highest that the Ford brand has ever ranked. Fourth place and above, performers were dominated by vehicles in the luxury car group: Porsche AG’s namesake vehicles, Honda Motor Co.’s Acura, Daimler AG’s Mercedes-Benz, and Toyota’s Lexus, according to the market-research firm.

Lincoln also saw improvement in its ranking this year and is now listed among the top 10 brands. Lincoln was ranked 26th last year and moved up to eighth position.

Toyota, on the other hand, fell from sixth place all the way to the Japanese automaker’s lowest ever ranking (since the inception of J.D. Powers quality studies) of 21st place. According to David Sargent, J.D. Power’s VP of global vehicle research in a Bloomberg Newsweek interview; “Toyota’s problems were directly related to the recalls. This will certainly hurt their image a bit.” Sargent also stated, "For Ford, this is the culmination of nine years of improvement.” Ford has gradually moved up the rankings for the past nine years in a row.

According to Bennie Fowler, Ford group VP, “These results are remarkable in many ways.” Fowler also said, “Steady and meticulous attention to new model launches along with consistency in how we do them across the brand and the globe are having a very positive effect on the initial quality of our all-new or redesigned products. These results are a true testament to the strength of the One Ford plan. ”Fowler also stated, “The blue oval is becoming synonymous with high quality,” Fowler added, “While we are pleased with where we are today, our job is not done. our plan is to keep improving quality each and every year.”

J.D. Power and Associates 2010 Initial Quality Study results are established as a result of responses from more than 82,000 new 2010 model-year vehicle owners' experience in driving their new vehicles for three months. It measures problems per 100 vehicles and was compiled from November through February registrations.

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