By all accounts, the 2021 Ford F-150 has been a smash hit with consumers and critics, as the all-new pickup has been in hot demand since its launch late last year. So perhaps it should come as no surprise that the newest Ford F-150 was also the most considered pickup of Q1 2021 in Kelley Blue Book’s Brand Watch Report.
The Brand Watch Report is a consumer survey that analyzes consumer behavior and shopping patterns to determine how different brands and models stack up against each other based on a number of key factors that influence a person’s purchasing decision. Interestingly, while SUVs enjoyed a strong first quarter in this regard, pickup truck consideration dipped to its lowest level since 2019 as just 29 percent of non-luxury buyers considered pickups.
During the onset of the COVID-19 pandemic, zero-percent financing drove a record 37 percent consideration that dipped slightly to 32 percent by the end of 2020. However, the chip shortage has led to dwindling inventories, and as such, affected F-150 consideration as well. Regardless, Ford’s cash cow remained the most considered pickup in Q1.
As has been the case for some time, the F-150 was followed by the Chevrolet Silverado 1500, Toyota Tacoma, Ford Super Duty, and Ram 1500 to round out the top five, in that order. Most all of these trucks experienced some decline in consideration over Q4 of 2020, including the F-150 (16 percent), Silverado (13 percent), Tacoma (11 percent), and Super Duty (25 percent). Meanwhile, the Ram 1500 overtook the GMC Sierra for the fifth spot.
Unfortunately for consumers thinking about purchasing an F-150 or Super Duty, inventory continues to decline as the automaker has thousands of pickups stashed at its Dearborn Test Track and along I-71 in Kentucky awaiting semiconductor chips, with no perceivable end to this crisis in sight at the moment.