Ford recently achieved a major milestone by ranking at the top of the latest JD Power Initial Quality Study among mainstream car brands. However, Ford CEO Jim Farley believes the company is still far from its ultimate goal. This explains why Ford's CEO is not satisfied with brand quality despite the positive recognition.
Speaking to CNBC, Farley said he is proud of Ford's quality improvements but admitted that the company still has significant challenges to overcome. According to him, Ford aims to become the number one quality brand across all areas, not just in initial quality ratings.
One of the biggest reasons for Farley's concern is the large number of recalls. In 2026 alone, Ford has issued 56 recalls affecting around 12.1 million vehicles, the highest in the industry. While the company is on track to issue fewer recalls than in 2025, the number of affected vehicles remains substantial.
Ford has faced quality-related challenges for several years. In 2025, the automaker issued 153 recalls covering nearly 13 million vehicles. The company has also led the industry in recalls during multiple recent years, impacting customer confidence and increasing warranty expenses.
These quality issues have cost Ford billions of dollars. In 2023, the company recorded approximately $4.8 billion in warranty costs, its highest ever. Although those costs have gradually decreased, Farley believes there is still plenty of room for improvement.
To address these concerns, Ford has strengthened vehicle testing, hired more technical experts, and improved collaboration across engineering teams. The company is also focused on reducing recalls and improving long-term reliability.
While topping the JD Power study is a positive achievement, Farley understands that rebuilding customer trust takes time. This is exactly why Ford's CEO is not satisfied with brand quality and continues pushing for higher standards across the entire company.
Speaking to CNBC, Farley said he is proud of Ford's quality improvements but admitted that the company still has significant challenges to overcome. According to him, Ford aims to become the number one quality brand across all areas, not just in initial quality ratings.
One of the biggest reasons for Farley's concern is the large number of recalls. In 2026 alone, Ford has issued 56 recalls affecting around 12.1 million vehicles, the highest in the industry. While the company is on track to issue fewer recalls than in 2025, the number of affected vehicles remains substantial.
Ford has faced quality-related challenges for several years. In 2025, the automaker issued 153 recalls covering nearly 13 million vehicles. The company has also led the industry in recalls during multiple recent years, impacting customer confidence and increasing warranty expenses.
These quality issues have cost Ford billions of dollars. In 2023, the company recorded approximately $4.8 billion in warranty costs, its highest ever. Although those costs have gradually decreased, Farley believes there is still plenty of room for improvement.
To address these concerns, Ford has strengthened vehicle testing, hired more technical experts, and improved collaboration across engineering teams. The company is also focused on reducing recalls and improving long-term reliability.
While topping the JD Power study is a positive achievement, Farley understands that rebuilding customer trust takes time. This is exactly why Ford's CEO is not satisfied with brand quality and continues pushing for higher standards across the entire company.