Can Ford Reclaim Toyota’s Throne?

A recent study has delivered a rather surprising result: Ford(F Quote) is overtaking Toyota(TM Quote) in “perception of quality.” The study, by Bandon, Ore.-based CNW Market Research, asked 150,000 new-car shoppers how well they perceived the quality of cars from 36 brands on a scale of 1 to 10. The study showed that Toyota and Honda(HMC Quote) have ranked #1 or #2 for the 1997 to 2009 model years of 20 non-luxury brands. However, Toyota dropped to #7 in the most recent study, with an average score of 8.51 out of 10 for the 2010 model year. Toyota’s score was 8.97 in 2009. Auto researcher Edmunds.com predicts Toyota’s market share is likely to drop to 14.7% in January, Toyota’s lowest since March 2006. The study, on the other hand, showed that Ford — which on Jan. 28 reported its first full-year profit since 2005 — ascended from #14 in the 2006 model year to #6 for 2010 in new-car buyer quality perception. Toyota’s president Akio Toyoda on Jan. [Read the full article]

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