Ford talks tough on quality, promises best-built small cars
Click above for high-res gallery of the 2009 Ford Fiesta
Not wanting to take second place to anyone, especially Toyota, Ford is vowing that its new line of Euro small cars, including the new Fiesta and next-gen Focus, will launch in the U.S. with the best quality in the industry. That's the official word from Bennie Fowler, Ford's VP of Global Quality. To accomplish this goal for the 2010 model year, Ford will send a handful of UAW workers to Wayne State University where they will become certified "Six Sigma Black Belts" (a.k.a. quality experts with the coolest certification ever) and take their learned expertise back to the assembly plants. The industry average right now is about 1,300 problems per 1,000 vehicles. Ford is promising that its new line of small cars from Europe will have just 800 things gone wrong per 1,000 vehicles. It is a target that bests their Japanese rival, but it still leaves us wondering why they wouldn't just aim for zero problems?
Gallery: 2009 Ford Fiesta
[Source: The Detroit News]
Reader Comments (Page 1 of 4)
Eric Smith 12:39PM (8/11/2008)
I clicked above for a high-res gallery of the Ford Fiesta but was only directed to the Detroit News :(
(I know there's a link at the bottom. I just wanted to point out the top one is mis-labeled)
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Astropop 1:53PM (8/11/2008)
Good Job Mazda!
MasterCKO 12:40PM (8/11/2008)
"...but it still leaves us wondering why they wouldn't just aim for zero problems?"
Because they're setting an actually achievable goal, not pie-in-the-sky goals. Of course, ideally everyone wants zero problems.
I imagine once they achieve 800, maybe they'll set it lower (600 or something), work towards that, achieve it, set it lower, wash, rinse, repeat.
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geo.stewart 1:08PM (8/11/2008)
maybe Autoblog should aim for 0 issues.
;-)
I'm assuming they dont have the issues Ford does of complicated processes and a huge labor force across which to deploy new processes nd QC control points.
I'll give kudos if Ford can get under 1000.
Alex 1:09PM (8/11/2008)
exactly
Jimbo 1:29PM (8/11/2008)
It's also impossible to hit zero problems. At least some of those reported "problems" are psychological based on the driver.
From My Cube 1:39PM (8/11/2008)
exactly, the writer clearly doesnt understand how tolerance levels work. To achieve a zero defect is 1) impossible 2) Extremely expensive to target.
You reduce errors by better training and settng tighter tolerance levels. WIth a low level of tolerence = fewer problems BUT tighter tolernces means more cars will get rejected and have to be reconfigured = more money spent. In reality for car makers its cheaper to repair the broken ones than it is to retool the entire line up
KeatMP 3:14PM (8/11/2008)
It does sound funny though that they are aiming to have problems with their cars.
Randy 3:29PM (8/11/2008)
zero defects is possible. the "eco car" would however cost you 700K and would probably weigh an extra 400 lbs in structural components and suspension components
Torrent 3:42PM (8/11/2008)
Really. I mean 0 problems is unreal. Lexus ranks top with consumers, but even they have malfunctions.
Ford should treat their cars like Computers: Update them regularly and have tons of modern technology go into it without overload or "crashing".
Dude, I just made a totally cool metaphor :)
Randy 5:42PM (8/11/2008)
Nice work! :) +1
TyWright 12:41PM (8/11/2008)
We've heard this jabber for years.
Remember "Quality is Job 1"? Mr. Potato Head is built better than the 03 Focus I'm driving.
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Jobu37 12:53PM (8/11/2008)
I've never heard any auto manufacturer come out and say that a model that has not even began production yet will be the best built model in it's segment. This is a very aggressive move on Ford's part. But if you look at how high they have been scoring on the quality front in the past 3-4 years it is certainly not out of the realmn of possibility.
mike 12:45PM (8/11/2008)
With any luck thins thing will be as good as Pinto, i mean BBQ.
Seriously, i never driven Fit or Yaris, but Yaris has a cheap interior. If this car is any good i do not see why people will try to replace Yarises with Fiestas. Fit on the other hand seems like a solid car.
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fixitfixitstop 3:22PM (8/11/2008)
So you're basing your opinion of Ford's small cars based on a model which was laid to rest 29 years ago?
tgpt 1:50PM (8/11/2008)
If they really mean it, they'll back it up with a Korean-matching 10 year / 100k mile warranty.
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Brent 1:58PM (8/11/2008)
Why not match it with a Chrysler Lifetime warranty?
Jobu37 4:23PM (8/11/2008)
Ford is trying to compete at the level of Honda and Toyota. Were they to match second tier automakers such as Kia, Hyundai, and Chrysler they would run the risk of diminishing the value of the brand. Only companies fighting for relevance in the market have resorted to tactics such as 100,000 mile warranties. It seems to be going very well for Chrysler so far, not.
If the Euro Fords are brought over with the same interiors as they currently have in Europe the playing field in the U.S. will have changed. It is my understanding that Ford plans on doing exactly that with the Focus and Fiesta which is why there is so much hype surrounding these models. Along with superior driving dynamics. If Toyo and Honda don't anty up with better interiors and suspensions they will be a class below the Fiesta in the B segment of the market. But I'm sure that both of them are working diligently to update both the Yaris and Fit to try to fend off the Fiesta. They will need to work on getting better fuel mileage as well since the two models mentioned can't even beat most of the current C segment cars on the market today.
tgpt 6:43PM (8/11/2008)
The thing is, my idea of the quality I'll get from a new Ford is based on having owned a 1981 Escort. Whether they like it or not, they _are_ competing with Hyundai/Kia, partly because the Korean cars really have improved markedly, and partly because they are dealing with an entire generation of car shoppers whose idea of the quality you get from an American car _is_ the 1981 Escort/Chevette/Reliant.
Even Toyota/Nissan/Honda are competing with the Koreans now, they just haven't admitted it yet. Maybe Toyota isn't losing a lot of Corolla sales to the Elantra, but I bet they're losing Yaris sales, and while probably wouldn't buy a Rio5 over a Fit, I'd give serious consideration to the Kia Soul in that segment. And if the Kia/Hyundai buyer doesn't have any serious problems with their car over the time they own it (partly because the warranty lasts longer than most people keep their cars), the first thing they look at when new-car time comes around will probably be another Kia/Hyundai.
As for me I couldn't give a rat's ass about their brand positioning. What I see is a company saying "we're not offering long warranties on our cars because they are a bad financial bet for us". That means buying your car is a bad financial bet for me. It may be that their cars really do measure up to the Japanese reliablity-wise (my 2001 Saturn SL has IMHO), but while I'm willing to place that bet on a $2600 used car, I'm a lot more hesitant to do it on a $15k-$20k new one unless they're willing to put their warranty money where their mouth is.
VinceP 12:46PM (8/11/2008)
Six Sigma is the biggest bunch of BS ever. Business consultants have replicated it across the corporate world and applied it to areas nothing related to manufacturing. It's purely buzz, and it's sad to see Ford hyping this. I thought they were better than GM.
That said they should always focus on quality (Job 1, right?), and improving it. Ultimately, the products speak for themselves.
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