Ford Authority

Ford Motor Company Wins Overall Brand Loyalty Award From IHS

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.”

We’ll have more automotive award news to share soon, so be sure and subscribe to Ford Authority for non-stop Ford news coverage.

Brett's lost track of all the Fords he's owned over the years and how much he's spent modifying them, but his current money pits include an S550 Mustang and 13th gen F-150.

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  1. Gregg Tonkin

    If Ford does not clean up their order situation and finish those vehicles out in Never Never Land and start communicating with their customers, their loyalty will go into the commode!

    1. blksn8k

      I doubt that situation is unique to Ford. Every manufacturer is experiencing similar problems due to the pandemic and parts supply shortages, most notably computer chips.

      1. Greggt

        It IS unique because other brands did not make the Bonehead decision to manufacture incomplete vehicles, let them sit, while using those parts to keep their assembly lines running at the expense of their special order customers!

        1. Ryan

          You’re suggesting they singled out the trucks of people like yourself they don’t like for whatever reason and decided to put them in the yard while shipping everyone else’s?? They ran out of parts, like everyone else. Additionally, it is the job of your dealer to communicate build status to you, not Ford.

          This is common in factories when the part can be installed relatively easy after the fact (and the vehicle can drive off the line). The alternative is to completely shut the line down, and then it would take you even longer to get your order, and put a bunch of employees on unemployment.

  2. steve Phillips

    Tell me, who is going to wait 2 years for their new Bronco to arrive in our dealerships: Hello Jeep v8?

    1. Mark L Bedel

      Those waiting for something reasonably dependable?

    2. Ryan

      2 years? They are shipping in like, 2 months. And even if that date slips (which wouldn’t be surprising with current parts issues), that’s a long way from 2 years. So stop exaggerating. Also, I don’t think I ever saw Ford say that they expect someone who needs a car now to wait for them. If you need a 4WD right now, go buy the Jeep and move on with life.

  3. Greggt

    Sorry but you must have taken offense by my post. No where did I say or even suggest any particular group was picked on.
    In addition, while it is the dealers responsibility to communicate with its customers, the fact is Ford is not communicating with the dealers so they can communicate with their customers. If Ford wanted to opt out of any communications, why do they have at least two tracking sites where customers can track their order?
    Well after being in Senior manufacturing management for over 40 years, I have never seen that done, apparently the other car manufacturers didn’t do it, only Ford. So now they have a group of vehicles that probably will sit until the end of the year season waiting to be completed.

  4. Ryan

    Not offended, just saying you’re being ridiculous. And you did suggest you’re being singled out because you made a special order.

    I am also in manufacturing and this is very common, in fact we are doing it right now. We do off road equipment, so it’s more common for us since our suppliers don’t have as high of on time delivery performance as automotive. Additionally, I have former GM guys I work with though that have done it there in the past.

    The only reason to shut a line down instead of build with a shortage is if the short part is a total PITA to install later, or if the vehicle can’t drive without it.

    I ordered an F250 last year, took forever. If you’re frustrated, I get it. But this is all stuff that’s out of Ford’s control so it is what it is.

    1. Greggt

      I disagree, it IS in Fords control. They certainly are smart enough to determine when they are going to clean up that inventory and give the dealer a delivery date. That is unless the rumor is true that they do not intend on completing the vehicles until the end of the model year. Even this, they could communicate.
      The REAL problem is not what they are doing but the absolute lack of communication about their plans.

      1. Ryan

        Why would they want to wait until end of model year? What does Ford have to gain by doing that?

  5. Greggt

    Keep their assembly lines running as you stated above!


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