Ford broken down to an acronym (some re-stated):

Fix Or Repair Daily
Frequent Overhaul, Rapid Depreciation
Found On Road, Dead

Okay, that's out of my system. I have a Ford Escape Hybrid in addition to my X5. Although I like the FEH, I have to say that the overall quality of the vehicle exudes cheap. From the cheap plastics used to the poor ergonomics. I don't doubt that the quality is improved over prior Fords. However, it still isn't as good as I would expect. (My Highlander Hybrid is MUCH better.)

Now, I will also say that the X5 is completely under performing in terms of quality. I have rattles in the doors and headliner. The software issues on the vehicle are beyond comical. I'm to the point now that I want to tell the dealer I'll smack them if they update my software. (Each update brings more hidden "surprises.") The ability to get things fixed right the first time is elusive, as is the service advisor when I'm trying to ascertain the status of my vehicle they've kidnapped for days at a time.

More troublesome to me, the BMW service departments really aren't any better than the Ford service departments. (I've worked with two of each.) In fact, I'd almost claim that Ford's is a bit better, as they are hungrier for business, and they don't have the built-in arrogance. I actually get calls from the Ford serviced departments giving me status on my vehicle. What a concept. At one of the two Ford service departments, I don't have to beg and cajole to get a loaner vehicle.

There's nothing wrong, in my opinion, with Ford doing a comparison. Of course they're going to compare it with a marquee brand; that's what the public will identify with. Is it going to be as effective if they say it's faster than a GMC Acadia or Huyndai Santa Fe?

Although I love the performance and extra things on the X5, I do wish the quality was better. Give me BMW performance with Toyota reliability, and I'd be pretty happy. BMW would be hard pressed, if they chose to "get into the dirt" with Ford, to find claims of them being better. More expensive, yes. Better handling, probably.

Joel