Ford Motor Co. (F, Financials) finally has some good news on quality, an area that has hurt the company for years.
The automaker was named the top mass-market brand in J.D. Power's U.S. initial quality ranking, its first such win since 2010. Ford also ranked third among all brands, behind Porsche and Genesis.
CEO Jim Farley told CNBC the company has learned from past mistakes and now needs to launch a new wave of vehicles with fewer problems.
That will not be easy. Ford has led the U.S. auto industry in recalls in recent years. So far in 2026, it has issued 53 recalls covering more than 12 million vehicles. In 2025, it set an industry record with 153 recalls covering 13 million vehicles.
The financial impact has been real. Warranty costs reached $4.8 billion in 2023, though Ford cut warranty and materials costs by $1.5 billion in 2025 and is targeting more savings this year.
For investors, the quality ranking is a positive sign, but not a full victory. Ford still needs to prove the improvement can last through new model launches and over longer ownership periods.