Ford CEO Jim Farley recently reflected on the company’s fluctuating commitment to quality, noting, “I saw Ford fall in and out of love with quality four times.” This admission highlights ongoing challenges within Ford, which has struggled to maintain a consistent focus on quality standards.
Farley’s comments were made during the Automotive News Congress, where he spoke with publisher KC Crain. His expertise originates from his previous experience at Toyota, giving him a unique perspective on quality control. He framed Ford’s current situation as part of a historical context that dates back to the 1980s, when Ford launched the slogan “Quality is Job 1” in response to rising competition from Japanese manufacturers.
Historically, focus on quality at Ford has ebbed and flowed, particularly since the 1980s when company leaders like Philip Caldwell and Donald Petersen prioritized it within corporate culture. Distinct advertising efforts emphasized this commitment, such as a memorable jingle in TV commercials.
However, under the leadership of Jim Hackett, there were quality issues that resulted in numerous recalls, prompting Farley to reassess and prioritize quality once again. Recently, Ford improved its standing in JD Power’s Initial Quality Survey, ranking third—an improvement from 14th the previous year—but Farley emphasized that the company must continue to strive for excellence.
Farley’s strategy involves a cultural overhaul, which includes fostering accountability, investing in experienced personnel, and nurturing a detailed-oriented approach throughout the organization. The upcoming launch of the Ford Fathom electric pickup will be a pivotal opportunity for the company to demonstrate its renewed commitment to quality.
