Ford truck enthusiasts have consistently demonstrated a strong loyalty to the brand, outperforming competitors in various industry reports. Studies like the 2022 J.D. Power U.S. Automotive Brand Loyalty Study and the S&P Global Mobility 2023 loyalty rankings highlight the dedication of Ford truck owners. Especially noteworthy is the loyalty observed among Ford F-Series buyers, who consistently prefer their brand over others. This commitment has played a significant role in the lineup’s success for over 40 years.
The 2023 J.D. Power U.S. Automotive Brand Loyalty Study reaffirmed this trend. For the consecutive year, Ford truck owners ranked at the top with a loyalty score of 64.6 percent. This is an impressive achievement, especially when compared to Toyota’s second-place finish at 60.4 percent. J.D. Power notes that in the current automotive landscape, many buyers are reconsidering their brand loyalties due to an improved inventory and a rebound in sales.
Tyson Jominy, Vice President of Data & Analytics at J.D. Power, commented on the changing dynamics. He mentioned, “With the surge in vehicle availability and increased options for consumers, brand loyalty has seen a decline this year. Ongoing supply chain issues meant owners held onto their vehicles longer, leading to a greater likelihood of facing vehicle issues. As these challenges lessen, consumers are exploring new options, resulting in decreased brand loyalty. However, top-ranking brands maintain consistent performance year after year. Brands that consistently meet owner expectations, especially in terms of build quality, tend to retain their customers.”
The J.D. Power U.S. Automotive Brand Loyalty Study, now in its fifth year, uses data from the Power Information Network. The study evaluates whether an owner repurchases from the same brand when trading in their old vehicle. It then measures customer loyalty by determining the percentage of owners who remain with the same brand during trade-ins or purchases at franchised dealers. The findings for this year are based on transactions from September 2022 to August 2023.
