Even though Ford has had incredible brand resurgence and the F-Series has been the number one selling truck for the last 35 years, they are still facing vehicle problems and recalls – the latest being engine fire recalls on newly launched 2013 Fusions and 2013 Escapes. So in light of this recent embarrassment it isn’t shocking to learn that the NHTSA’s website has Ford listed with the most manufacturer recalls of any nameplate in the last five years.
Consumer Reports also dropped Ford to second to last place in its annual reliability survey. However, Ford has climbed to be in the top ten brands for new vehicle reliability in the last two years.
Will Ford continue its dominance in new truck sales and market leadership? (YES)
Will Ford continue to rebuild its brand equity to American consumers as it has done in the last few years? (YES)
Does Ford build some incredible products that are technologically advanced beyond drivers’ abilities? (YES)
Will this recall hurt Ford in its quest to revitalize its brand? (YES)
Can Ford overcome this and prevail in the future? (YES – just see what Toyota did)
This doesn’t change the fact Ford has done some amazing things, but it will hurt these efforts and could alter their immediate focus.
John Paul Strong
John Paul Strong combines his two decades of automotive marketing experience with a team of more than 140 professionals as owner and CEO of Strong Automotive Merchandising.