Ford is no stranger to the IHS Automotive Loyalty Awards, having won its Overall Brand Loyalty honors multiple times in the past. Now, The Blue Oval has done it once again, winning the Overall Brand Loyalty award at the 25th annual Automotive IHS Loyalty Awards, which recognize manufacturers for superior performance in owner retention.
IHS’s loyalty rankings are determined when a household that owns a new vehicle returns to market and purchases or leases another new vehicle of the same make, model, or manufacturer. This year’s awards are based on an analysis of 12.4 million new retail vehicle registrations in the U.S. during the 2020 calendar year. The newly acquired vehicle may be either a replacement or an addition to the household fleet.
This marks the 11th straight year Ford has taken top honors in the “Overall Loyalty to Make” category and 20 wins for the brand in this category since its inception. Ford’s leadership in pickups contributed to its industry-leading loyalty level of 63 percent, with the Ford F-Series accounting for 39 percent of the brand’s make loyal volume in 2020. Also bringing home segment model loyalty awards were the Ford Expedition and Ford Mustang in the full-size utility and sports car segments.
In addition, Ford and Toyota tied for the top spot in IHS’s “African American Loyalty to Make,” each achieving a loyalty rate of 63 percent among African Americans. Ethnic consumers accounted for 34 percent of all vehicle registrations in 2020, making them a key focus of manufacturers and brands looking for sales opportunities in a declining market, which is why IHS has recognized the importance of ethnic loyalty since 2008.
“Our 25 years of experience in analyzing automotive loyalty shows it is an important influencer of market share as the opportunity for sales growth continues to contract,” said Joe LaFeir, senior vice president and Automotive business line leader, IHS Markit. “In such a competitive environment, OEMs have been diligent in their strategic marketing efforts, and it’s clear these initiatives have been a core focus for this year’s winners.”