This July, Ford division will be launching a marketing campaign to promote the improved resale values of its vehicles. This fall, Ford will also be training dealers to push higher resale values.
A report from the Automotive Lease Guide revealed that Ford posted the largest increase of any automaker in ALG's Perceived Quality Study between fall 2009 and spring 2010.
The score is indicative of how consumers look at product quality. The top spot went to Honda. But then, Ford's higher scores indicate higher residual values for its vehicles.
In a media call, Jim Farley, Ford Motor Co. group vice president of global marketing, said that how the consumers perceive the company and its quality have huge impacts.
He talked about the massive benefit it could have to the company from a business standpoint since it can eliminate the discount and get back to pricing on quality and parity.
ALG's chief economist, Matt Traylen, confirmed that Ford's average car resale value was up by $2,400 from 2009 to 2010. These figures exclude light-truck values.
Traylen believes that the higher resale values and quality perception are due in part to Ford's being able to avoid a federal bailout. In addition, he pointed to Ford's restyling of the 2010 Fusion and Taurus sedans.