Ford CEO Jim Farley Says the Company Lost Its Way on Quality — Four Separate Times

Ford CEO Jim Farley has offered a remarkably candid assessment of his own company’s track record, acknowledging that the automaker has cycled through commitments to quality and then let them slip on four distinct occasions during his time with the business.

Rather than framing the problem as a single failure, Farley’s account points to a recurring pattern: periods where Ford prioritizes build quality and reliability, followed by stretches where that focus erodes. That cycle, repeated multiple times, helps explain why the brand has struggled to hold onto a reputation for dependability even as it invests heavily in new models.

The admission carries weight for a manufacturer that competes directly against rivals with stronger long-term quality scores. For buyers weighing a new Ford, the CEO’s comments suggest leadership is at least naming the problem — though naming it is a different thing from fixing it.

Farley has previously spoken about structural and cultural challenges inside Ford, and this latest remark fits that theme. Whether the company can finally break the cycle, rather than adding a fifth chapter, is now the question that matters.