J.D. Power is constantly conducting studies on the automotive industry, and in many of them, Ford performs well. As Ford Authority previously reported, The Blue Oval placed fifth in the 2021 APEAL Study, and was ranked average in the 2021 Initial Vehicle Quality Study. Now, another study has revealed how some Ford owners feel about the overall tech experience, and the consensus places the brand behind several of its chief rivals.
Ford achieved an overall score of 470 out of 1,000, which placed it behind some key rivals such as Buick (478), Ram (483), GMC (498), and Hyundai (519), which was the highest-scoring mass market brand. Notably, Ford’s position in the J.D. Power study just behind the segment average of 473 and ahead of competitors such as Chevrolet (468), Chrysler (434), Dodge (434), and Jeep (424).
The 2021 J.D. Power U.S. Technology Experience Index Study surveyed owners of 2021 model year vehicles to gauge how they feel about the technology contained in their vehicles after 90 days of ownership. In addition to measuring the frequency of tech adoption among owners, it also gathers information about how owners feel about the execution of advanced features.
In regards to the biggest takeaways from the study, J.D. Power concluded that a substantial portion of owners are simply not using the technological features that don’t directly benefit them, but are receptive to advanced features like rear-view mirror cameras and ground-view cameras. However, other tech, like gesture controls, received poor marks and were rated negatively by respondents. Dealers also played a role in influencing how satisfied owners felt about their tech, and the showrooms that actually demonstrated advanced features to their customers helped owners become more confident with the tech, which in turn led to increased satisfaction rates.
Ford is planning to incorporate more advanced tech into its vehicles, and has already introduced the Blue Oval Intelligence connected vehicle platform into several models, namely the 2021 Ford Mustang Mach-E, where over-the-air updates have been widely embraced by current owners. The Blue Oval is anticipating that connected services will bring in $20 billion annually by 2030.