Last year, the Ford Bronco Sport ranked third in its segment in J.D. Power’s 2022 U.S. Seat Quality and Satisfaction Study, which measures seat quality based on the number of problems and level of satisfaction experienced per 100 vehicles (PP100) during the first 90 days of ownership, with a lower score reflecting higher quality. This year, the Bronco Sport failed to duplicate that feat, but its big brother – the Ford Bronco – wound up securing its own third place finish.
In the 2023 version of the J.D. Power U.S. Seat Quality and Satisfaction Study, the Ford Bronco ranked third in the mass market small/compact SUV segment (which it doesn’t really belong in, in all fairness) with a score of 6.9 PP100 for its seats, which were designed by Lear Corporation, placing it behind only the Chevrolet Equinox and its Lear Corporation-designed seats with a score of 5.2, as well as the Kia Niro and its seats, which come from Daewon Sanup Co. and scored a 6.4 in this study.
This year’s U.S. Seat Quality and Satisfaction Study is based on the responses of 93,380 purchasers and lessees of new 2023 model-year vehicles, and was fielded from February through May 2023. The latest installment of the study found that part of the problem facing mass market brands is the lack of seat-related features that are present in many luxury vehicles – such as memory settings – as well as power adjusting seats, which provide a nice boost in terms of seat satisfaction among new vehicle owners.
“The mass market segment trends follow that of premium,” said Ashley Edgar, senior director of global automotive supplier benchmarking and alternative mobility at J.D. Power. “Since mass market vehicles typically follow the trends of premium vehicles mass market brands have the ability to benchmark what premium brands do well and, as the automotive industry continues to innovate, this is an opportunity to deliver seat features in a more intuitive, less problematic way.”