What Happened to “Built Ford Tough”? Owners Say the Old Ford Is Gone

For generations, Ford built its reputation around tough trucks, simple engineering, and vehicles owners believed could survive years of hard use. But some longtime customers say newer Fords no longer give them that same confidence. Rising prices, complicated electronics, software problems, lighter materials, repeated service visits, and expensive repairs are making loyal owners question whether the brand has changed too much. In this video, Ford drivers compare today’s vehicles with the trucks and SUVs they owned years ago, explain what they believe has been lost, and ask whether “Built Ford Tough” still means what it once did.