Ford Authority

Ford Ranked Below Average In 2023 U.S. Tech Experience Study

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.

2022 Ford F-150 Lightning

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.

This marks the third year in which the Ford brand has ranked below average in the study, as it fared similarly in 2022 and 2021.

We’ll have more insights like this to share soon, so be sure and subscribe to Ford Authority for 24/7 Ford news coverage.

Alexandra is a Colorado-based journalist with a passion for all things involving horsepower, be it automotive or equestrian.

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  1. John

    Maybe if Ford would actually update there software more than once every never they may have done better on the survey.


    Someone still on BC 1.0 waiting….

  2. Bob Dobson

    SYNC 3 is by far the worst automotive software on the market today, hands down. Ford is the only OEM that sends out updates that will brick their hardware. The last update was a disaster for many who lost partial or complete functionality. Their response to a bad version is to wait 6 months to do a release. Its enough to look at another brand.

  3. J.s

    Love my 2019 Ford escape s.
    No need for any fancy stuff.

  4. masb1955

    Job well done, Jimmy “Hardware Store” Farley. Maybe they should send you to JLR.

  5. Gogo lomax

    Maybe if we didn’t willingly pay car companis $48,500 for an inferior iPhone on wheels.

  6. Johnybravo

    I truly hope Ford starts paying attention on the desired creature comforts and realize their prices do not reflect what you are actually getting, because THAT is what the market is showing.


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