Quality and customer satisfaction together are the central mission of all of our employees. We track our progress in achieving this mission through a combination of internal and external measurements that assess how we are doing and where we can improve. In 2006, we saw an improvement in both of these types of measurements. In fact, we were so encouraged by our 2006 improvements that we pulled ahead our 2008 quality goals to 2007. Our primary internal measure of quality and customer satisfaction is the Global Quality Research Survey. In 2006, we improved quality in all of our global operations except Jaguar and Land Rover. We improved customer satisfaction by 6 percent globally. In the first quarter of 2007, initial quality ratings – which measures our customers' impressions of their new vehicles after having driven them for three months – were equal to or better than our primary competitors, including Toyota. Six of our vehicles also ranked as segment leaders for top quality: the Ford Fusion and Mercury Milan in midsize cars; the Ford Mustang and Shelby GT500 in sports cars; the Ford Expedition EL in large traditional SUVs; and the Lincoln Navigator in large premium utilities. Specific measures of quality and customer satisfaction by operating region are shown in the lists below.
- In the United States:
- "Things gone wrong" improved by 33 percent between 2001 and 2006, and by 15 percent in 2006 alone
- High time in service quality improved 22 percent during the same period
- The number of Ford, Lincoln and Mercury safety recalls compared to 2005 decreased by 27 percent, while the number of affected units decreased by 70 percent
- Warranty spending per vehicle decreased by 27 percent compared to vehicles produced in 2005
- Overall customer satisfaction improved by 1 percent in 2006
- Customer satisfaction with Ford Division sales and service in 2006 showed improvements of 13 and 18 percentage points, respectively, compared to 2001
- In Ford of Europe:
- "Things gone wrong" improved by 20 percent from 2001 to 2006, and improved by 14 percent in 2006 alone
- Warranty spending decreased by 27 percent, and there were no safety recalls in 2006
- Overall customer satisfaction remained flat, though the Volvo unit showed an increase of 4 percent in 2006
- In 2006, sales and service satisfaction improved by 20 and 10 percentage points, respectively, compared to 2001
- Ford Asia Pacific:
- "Things gone wrong" improved by 14 percent in 2006
- Warranty cost per unit decreased by 41 percent
- Customer satisfaction decreased by 1 percent
- Ford South America:
- "Things gone wrong" improved by 15 percent
- Warranty cost per unit decreased by 19 percent
- Customer satisfaction improved by 7 percent
Owner loyalty, a measure of customers disposing of a Ford product and buying a new one, improved in Ford of Europe and decreased slightly in North America. However, we did receive high rankings in external assessments of owner loyalty.
- In the United States, owner loyalty decreased slightly to 43.3 percent in 2006 compared to 2005
- Owner loyalty remained the same in Ford of Europe at 50 percent
- Ford products led five out of 14 categories in an R.L. Polk & Co. study of owner loyalty on 2006 model year vehicles
