Where Do Ford Trucks Rank in Brand Loyalty These Days?
Ford trucks continue to prove that brand loyalty is one way to dominate the sales charts.
Underrated Factor?
As most Blue Oval fans are well aware at this point, the Ford F-Series line of trucks has dominated the sales charts for decades now, a position that is even more impressive given the fact that the full-size truck space is one of the most competitive of them all. There are many factors that we can attribute to this enduring success, but brand loyalty might just be one of the more underrated.
Photos: Ford
Back to Back
There are quite a few studies out there that measure automotive brand loyalty, but arguably the most prestigious is J.D. Power's U.S. Automotive Brand Loyalty Study. The 2023 version of this study was just released, and it contains some good news for Ford - it topped the rankings in the truck segment for the second consecutive year.
Photos: Ford
Topping the Rankings
This year, Ford topped the truck rankings with a 64.6% loyalty rate, while Toyota finished second with a score of 60.4%. These scores represent the percentage of owners that stick with the same brand when they either trade in their new vehicle or sell it to acquire another one.
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Crunching Numbers
To gather this data, J.D. Power utilizes its own Power Information Network, and for the latest version of the U.S. Brand Loyalty Study, these rankings were based on transaction data taken from September 2022 through August 2023.
Photos: Ford
Impressive Feat
What makes this performance even more impressive for Ford is the fact that current market conditions aren't exactly conducive to improving brand loyalty, as J.D. Power pointed out. In fact, overall loyalty declined year-over-year, largely due to improving inventory following the after-effects of the pandemic.
Photos: Ford
Going Down
"As vehicle availability increased and more choices hit the market for consumers, loyalty among brands as a whole saw a decline this year," said Tyson Jominy, vice president of data & analytics at J.D. Power. "Additionally, owners were tied down to their vehicles for longer than normal due to ongoing supply chain disruptions, and as a result were more likely to experience problems with their vehicles. Now that some of those issues have eased, consumers are looking to get behind the wheel of something different and are no longer remaining as loyal to a brand. However, many of the highest-ranking brands perform similarly year after year. When vehicles deliver an experience that meets owner expectations, such as by offering superb build quality, owners are likely to reward brands with their loyalty.”
Photos: Ford
Bleeding Ford Blue
Holding on to the top spot in terms of brand loyalty figures to help Ford continue its success atop the sales charts, of course. After all, when you bleed Ford blue, it's hard to make the switch to one of those "other" brands, particularly when FoMoCo already makes what are arguably the best trucks on the market.
Photos: Ford
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