Ford logo Ford Net Promoter Score 2023 Benchmarks

Last known Net Promoter Score is


The Ford Motor Company is an American multinational automaker headquartered in Dearborn, Michigan, a suburb of Detroit. It was founded by Henry Ford and incorporated on June 16, 1903. The company sells automobiles and commercial vehicles under the Ford brand and most luxury cars under the Lincoln brand. Ford also owns Brazilian SUV manufacturer, Troller, and Australian performance car manufacturer FPV. In the past, it has also produced tractors and automotive components. Ford owns an 8% stake in Aston Martin of the United Kingdom, and a 49% stake in Jiangling of China. It also has a number of joint-ventures, one in China. It is listed on the New York Stock Exchange and is controlled by the Ford family, although they have minority ownership.

Ford introduced methods for large-scale manufacturing of cars and large-scale management of an industrial workforce using elaborately engineered manufacturing sequences typified by moving assembly lines; by 1914, these methods were known around the world as Fordism. Ford's former UK subsidiaries Jaguar and Land Rover, acquired in 1989 and 2000 respectively, were sold to Tata Motors in March 2008. Ford owned the Swedish automaker Volvo from 1999 to 2010. In 2011, Ford discontinued the Mercury brand, under which it had marketed entry-level luxury cars in the United States, Canada, Mexico, and the Middle East since 1938.

Quick facts about Ford

Subsidiaries List Transportation Ford Australia Ford Performance Vehicles (Until 2014) Ford do Brasil Troller Ford of Europe Ford of Britain Ford Germany Ford Romania Ford Racing Ford Team RS Special Vehicle Team Ford Lio Ho (70%) AutoAlliance Thailand (50%) Blue Diamond Trucks (50%) Ford Sollers (50%) Jiangling Motors (49%) Otosan (41%) Changan Ford (35%) Aston Martin (8%) Finance Ford Credit Other Automotive Components Holdings Getrag (50%) International Ford of Argentina Ford of Canada Ford of India Ford of Japan Ford of Korea Ford of New Zealand Ford of Philippines Ford of Taiwan
Owner The Vanguard Group (5.82%) Evercore Wealth Management (5.58%) Ford family (1% equity; 40% voting power)
Key people William C. Ford, Jr. (Executive Chairman) Mark Fields (President and CEO)
Products Automobiles Luxury Vehicles Commercial Vehicles Automotive parts
Services Automotive finance Vehicle leasing Vehicle service

Net Promoter Score for Top Brands compared with Ford

NPS is a customer loyalty metric that measures customers’ willingness to not only return for another purchase or service but also make a recommendation to their family, friends or colleagues.

It is a powerful and effective technique, which can greatly increase a company's revenue if used properly.

The main advantages of NPS are close correlation with a company's growth and easy collection, interpretation and communication of the data.

Learn more about NPS

Yes, it is.

Net Promoter Score is a number from -100 from 100.

Scores higher than 0 are typically considered to be good and scores above 50 are considered to be excellent.

The industry average for Consumer Brands / Car Manufacturers is 39.

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How to understand the NPS benchmarks

The final Net Promoter Score of a company strongly depends on a context in which the satisfaction is measured.

Consider an example: If Ford sends out NPS surveys immediately after purchase, they are tracking their customers' initial excitement and the checkout experience.

On the other hand, if they survey their customers a few weeks after the purchase they are also tracking how satisfied their customers are with their products and services over time.

Therefore, comparing the NPS score of Ford with your own without any further context is not that useful.

What is extremely useful though, is using the NPS methodology to track the satisfaction of your customers over time. That's where comes in.

Learn more

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  • when they placed their order
  • what number of orders they made?

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Consumer Brands / Car Manufacturers companies with similar Net Promoter Score

Company Score
Ford 28
Volkswagen 28
Toyota 33
Audi 37
Mercedes-Benz 39
Hyundai 39
Kia 39
BMW 40
Honda 49
Harley Davidson 52

Other companies with Net Promoter Score similar to Ford

Net Promoter Score benchmark sources

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