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By David Kiley, USA TODAY

DETROIT — Ford Motor's Mercury is the most under-appreciated brand for quality, while Ford's Land Rover is the most over-appreciated, according to a report by Wall Street firm Morgan Stanley.

The firm used J.D. Power and Associates' 2003 Vehicle Dependability Study, which tracks reliability over three years, and CNW Market Research's Perceived Quality Survey to figure out which brands have the most opportunity to change customers' minds.

Top executives at U.S. automakers say they are spending money and time convincing buyers that their quality improvements are real, despite perceptions.

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