Since the onset of the COVID-19 pandemic last year, Ford has been extremely active in its efforts to help fight the virus. It has produced millions of pieces of personal protective equipment, donated a large portion of that haul, and run a number of ad campaigns encouraging everyone to “finish strong.” Most recently, Ford is offering vaccines to its employees at their workplace. Now, it appears that these efforts have made the automaker one of the most trusted companies in the U.S.
This news comes to us via a new study by Morning Consult, a data intelligence company, which found that four automakers – Ford, Toyota, Tesla, and BMW – are among the most trusted companies in the U.S. among consumers ages 18 and up. In addition, the survey also included reasons why consumers gained or lost trust in companies, which included things like compliance, safety, convenience, and how far those companies went to help employees and communities during the onset of the pandemic.
Morning Consult interviewed over 300,000 consumers in ten different countries as it sought to determine the effect COVID-19 had on trust. The study found that 21 percent of consumers gained trust in companies because of their responses to the pandemic, 20 percent said they trusted companies less, and 59 percent said there was no impact.
This marks the first time in two years that any automaker made the most trusted list, which could benefit each financially in the long run. “As the world reopens, trust will define the new era of consumer spending and brand relationships,” said Dr. Kyle Dropp, president and co-founder of Morning Consult. “Our pulse on real-time global data arms business leaders with the tools and insights needed to navigate this unprecedented opportunity.”
“When the pandemic first hit the United States last year, the travel industry ground to a halt. Over the summer, people started to venture out again, mostly sticking to road trips,” said John Leer, economist for Morning Consult. “As Americans increasingly relied on their cars for transportation and travel, they also grew more trusting of auto companies, particularly Tesla, Ford, Toyota, and BMW. While price is still paramount, auto companies that are trusted by consumers can use trust in their brands as an additional selling point to distinguish themselves from the competition.”