At Ford, we don't make commodities, we make passion products. Vehicles that help our customers live their best lives. But the hard truth is that excitement alone can’t sustain a brand. Quality does.
That’s why earning JD Power’s recognition as the No. 1 mainstream brand in their 2026 U.S. Initial Quality Study is a major milestone for Ford. We aren't taking a victory lap for this award. We are using this moment to launch a special campaign that highlights and thanks our Ford team for making this possible and putting quality first.
The thousands of Ford employees who put their heads down and did the hard work deserve the spotlight. We are running full-page print newspaper ads in all our plant cities to directly thank our team members. Across our facilities, you will see wraps and banners celebrating this win. And because our 2,900 dealerships are the face of Ford to the customer, we are providing them with point-of-purchase materials and displays, encouraging them to share this news directly with customers.
We’re expanding this campaign in July to make our No. 1 Initial Quality award unmissable to customers.
Starting July 4 weekend, we’re leveraging our Major League Baseball partnership with a new national TV spot titled "Where Quality Comes From," giving customers a look at the real engineering and rigorous testing behind their vehicles. Variations will also appear across social, billboards, and sports stadium signage.
And since the Super Duty® and F-150® trucks took the absolute top spots in their segments, our F-Series marketing will proudly carry the No. 1 Initial Quality badge.
Ultimately, quality is about the total ownership experience. Whether we're engineering a truck on the factory floor or sending one of our industry-leading Mobile Service vans right to a customer’s driveway to make maintenance as effortless as possible, we are proving that Ford is the new benchmark. We're giving people the power to choose their perfect vehicle, and ensuring that choice rewards them every single day.
Phil O'Connor is Global Head of Ford Marketing Communications.
