The awards and top ratings keep rolling in for Ford in 2010! Today, news of the J.D. Power and Associates Initial Quality Study (IQS) results were released to the public. Ford was rated the highest among non-luxury brands, making this the first time in 24 years that a domestic car company has passed an import company in quality.
In addition to the great news for Ford Motor Company, the Ford Mustang took top-honors in the Midsize Sporty segment of the IQS. The Mustang has held this title since 2007 (there was no award for 2008, as too few models qualified for ranking). The Mustang continues to be in among the top 11 industry models overall in initial quality.
What is the Initial Quality Study?
The J.D. Power and Associates Initial Quality Study (IQS) is widely considered the industry benchmark for new-vehicle quality measured at 90 days of ownership. It is one of five key automotive studies that J.D. Power and Associates publishes each year.
Why is Initial Quality Important?
J.D. Power and Associates research shows that there is a strong link between customer satisfaction and loyalty—a satisfied customer typically becomes a repeat buyer, and is also more likely to recommend the model/brand to others.
For consumers, initial quality is an important consideration during the new-vehicle shopping and buying process. Initial quality has been shown over the years to be an excellent predictor of long-term durability, which can significantly impact consumer purchase decisions—not to mention out-of-pocket repair expenses down the road.