The problem is that four of those "award winning" cars are truck based. As gas prices rise and Truck and SUV sales drop precipitously, it doesn't pay to be the leader in these categories. Of the other two cars, only the Mazda will sell enough volume to make much of a dent in Ford's poor bottom line. The solution to Ford's problem is right in front of them, across the pond in Europe. Auto enthusiasts sites like Autoblog and Jalopnik constantly bemoan the fact that European Ford models are far better than their US counterparts. Ford has said that it would be too expensive to import their European cars here, which I agree, but Ford certainly could have utilized their design teams from across the pond. The European group is clearly doing something right. Case in point is the Ford Focus. In America, the Focus is based on an outdated platform and powerplant. In addition the most recent version is an absolute eyesore. In Europe, the Focus is a completely different car, with much more of a sport compact flair. According to MSN the focus was the 3rd best selling car in Europe in 2006. If I were Ford, I would seriously consider utilizing European design resources to raise the quality of their high volume US cars. Ford definitely has something good going with SYNC, but it needs competitive high volume cars while they still have exclusivity on the system.

This crediting Ford for wins by its other brands is laughable. Ford had nothing to do with the design and build of the Mazda 3, Volvo V50, or the Range Rover. In fact in a few weeks the Land Rover won't have anything to do with Ford since it's being sold.
And of course the domestic-loving media reports this on a one-way basis. When to 2007 J D Power ratings came out, Ford got credit for the Miata's high ranking, but no where was it held to blame for Mazda's (and Land Rover's) overall bottom quality ranking.