By John Fossen
DEARBORN – Customer satisfaction with Ford, Lincoln and Mercury vehicles increased four points to 84 percent and now leads all full-line manufacturers, according to the latest U.S. quality study by RDA Group of Bloomfield Hills, Mich. The first-quarter 2010 Global Quality Research System (GQRS) survey of customers also showed that Ford has an unsurpassed level of things-gone-wrong among full-line manufacturers. To access the full 2010 1Q GQRS study press release, click here.
Ford's steadily improving quality and customer satisfaction are translating to stronger metrics throughout the purchase funnel. Based on the Quarter 1 2010 Brand Equity and Awareness Tracking (BEAT) study by Morpace of Farmington Hills, Mich., the Ford brand is now comparable to Toyota for Consideration, Shopping and Intention, and leads Toyota and Honda in Intended Loyalty.
Stable perceptions of Lincoln's year-on-year performance helped it achieve best results versus Lexus. While Mercury year-on-year performance remained stable, cross-consideration of the brand is growing as customer interaction between Mercury and competitive brands increases.
Stronger brand perception is having a significant impact in dealer showrooms. In March, sales of Ford, Lincoln and Mercury vehicles jumped 43 percent, matching a similar increase in February. In addition, the company has gained retail share in 17 of the last 18 months.
"People are discovering that the Ford difference is the strength of our fresh new product lineup, especially our leadership in quality, fuel efficiency, safety, smart technologies and value," said Ken Czubay, Ford vice president, U.S. Marketing Sales and Service.
