Ford's drop in the latest J.D. Power and Associates Initial Quality Study shows that there is opportunity and risk in being a leader in the delivery of technology to the volume segment.
Ford, which ranked fifth and was the highest mass-market brand in last year's survey, fell to No. 23 this year, and its problems per 100 vehicles rose to 116, from 93. Ford made mistakes in the execution of its touch-screen MyFord Touch system, but mostly it missed the early complaints of consumers.
Now Ford is doing the right thing by addressing the problem and working with dealers to educate buyers on the workings of the system.
The lesson is clear: The voice of the consumer should not be ignored.