Recent J.D. Power study results have been a mixed bag for The Blue Oval, as Ford ranked below average in the 2023 U.S. Initial Quality Study that takes a look at perceived vehicle quality, while it received an above average score in the 2023 Automotive Performance, Execution, and Layout (APEAL) Study. Now, Ford has received another result that leaves a bit to be desired, as it was ranked below average in the J.D. Power 2023 U.S. Tech Experience Study.
Ford earned a score of 462 points on a 1,000-point scale, placing it ninth among its mass market rivals. By comparison, the study average was 478 points, and the segment was led by Hyundai’s score of 547 points, followed closely by Kia’s 528 points. GMC (505) placed third, Ram (483) took fourth, Subaru (481) came in fifth, Chevrolet (480) took sixth, Nissan (466) was seventh, and Buick (462) wound up eighth, just ahead of Ford.
The U.S. Tech Experience Study analyzes 40 automotive technologies, which are divided into four categories: convenience, emerging automation, energy and sustainability, and infotainment and connectivity. Its purpose is to measure how effectively each brand brings these new technologies to market. For this study, responses were collected from 82,472 owners of new 2023 model year vehicles who were surveyed after 90 days of ownership. J.D. Power conducted the study from February through May of 2023.
Key findings of this year’s study revealed that customers are not overly impressed with biometric features, such as fingerprint readers and facial recognition, which most owners do not believe to be useful. Owners also indicated that they are happy with current BEV and EV plug-and-charge systems. However, the reliance and satisfaction with advanced driver assist systems (ADAS) have declined, as customers reported decreased usage of things like reverse automatic emergency braking, safe exit assist and automatic emergency steering.