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Issue: Jun 2003

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Ford�s Quality Battle

Serious efforts appear to be paying off

by Gary Witzenburg

Ford Quality vice president, Louise Goeser has made sure that quality really is job one.

In the late 1990s and early this decade, Ford Motor Co. suffered through a period of too many embarrassing recalls, troubled launches and high-profile problems.

On the other hand, Ford�s vehicle quality and customer satisfaction have not declined by any measure over the past five years. In fact, they have improved. But they have not improved as fast as the competition�s.

�Between 1998 and 2003,� says Brian Walters, director of Quality Research at J.D. Power and Associates, �Ford has improved about 18 percent in initial quality.� To put that performance in context, however, industry IQ...

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