Americans Say Ford Has ‘Good’ Reputation, But Vibes Are Down From 2024

As one of the older and more iconic American companies that exist today, Ford has garnered its fair share of fans over the years, as well as praise from the public in general. However, many factors have combined to test that reputation as of late, including rising prices, ongoing quality woes, and a bevy of recalls that continue to roll out on a regular basis. As such, while Ford still has a pretty solid reputation among the American public, it continues to slide a bit compared to recent results in the Axios Harris Poll 100 reputation rankings.

The 2025 version of the Axios Harris Poll 100 reputation rankings has just been released, and this time around, Ford Motor Company ranked 60^th among the top 100 companies with a presence in the U.S. with a score of 72.9. That’s five spots lower than 2024, when The Blue Oval achieved a score of 73.6, and another drop from 2023, when the automaker ranked 32^nd out of 100 companies in the reputation rankings with a score of 77.6.

Compared to other automakers, Ford fell behind Toyota, which landed up in fourth place, along with Honda (13^th place), General Motors (44^th place), Hyundai (51^st place), and Volkswagen (53^rd place), though it did beat out Tesla (95^th place), at least. In terms of individual categories, Ford achieved its best scores in vision, trajectory, growth, products and services, and culture, with its lowest being citizenship, character, trust, and ethics.

This year’s study is based on the results of surveys collected from 6,231 Americans, who help determine the top 100 companies based on which have the best reputation today, as well as which have the worst. From there, a second survey was conducted with 16,585 people asking them which of the 100 most visible brands from the first survey they are familiar with. Respondents are asked to rate two of the 100 most visible companies that they say they are “very familiar or somewhat with” on nine dimensions of reputation to calculate a Reputational Quotient for each, which determines these rankings.