Ford Authority

2021 Ford F-150 Is The Most Considered Pickup Of Q1 2021

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.

We’ll have more automotive insights like this to share soon, so be sure and subscribe to Ford Authority for the latest Ford F-Series news, Ford F-150 news, and continuous 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. Scoutdude

    The local Ford dealer has a storage lot I frequently pass by. Normally it is packed door handle to door handle, mostly with F-150s. Drove by a couple of weeks ago and there were like 10 vehicles in the entire lot. Drove by yesterday and there wasn’t a single vehicle in the lot.

    I got to say what a stupid promo shot. Who buys a pallet of bark from a place that sells in bulk when you have a pickup. Paying 2-3-4x the amount for bagged product is for people who just need a bag or three and/or are going to stick it in the carpeted back of the family SUV.

  2. Rookie Banter

    I walked into a Ford dealership a month and a half ago and said “I’m shopping today to purchase a vehicle in a couple weeks, because I have time today.” He said “Ok, see you in a couple weeks.” I said “I am looking, to decide today, because I am purchasing a vehicle in 2 weeks. When my lease is up.”. He said “That’s great, see you in 2 weeks.” Needless to say I drove to a couple other dealerships, Chevy, Toyota, Dodge and currently have a 21 Ram Built to Serve Edition. His loss and Ford’s loss. Yes they had multiple trucks on a lot. Pekin, IL Ford dealership, not impressed. The other three places I went showed me vehicles let me take a test drive and I got to choose.

  3. Tom

    I’m looking forward to the day when the pickup truck / huge SUV fad is over. These big-assed things are a scourge on the roadways. What, maybe 1% are ever used for what they’re designed for. Ford certainly will be left holding an empty bag when this day arrives.

    1. Mike says..

      I am a car guy… though no denying the popularity of p/u trucks. I fear FORD has All their eggs in one basket with the F150. When the music stops, and the music always stops eventually, FORD will be desperate for the ‘next best’ and ‘greatest’ in their product assortment. Giving up on cars gave market share to Acura, Lexus, Mercedes, Audi among others who are building some of the most exciting cars today. The ‘bean counters’ would disagree but they put FORD on a very slippery slope, one that maybe fatal to their future. Lincoln needs a ‘halo’ car…. not a FORD product clone …. and it needs to be BEV to lead the brand into the future. Half hearted half measures will not wear well and the success for VW spooning exercise remains to be seen. I hope I am wrong! As a second time MKZ owner…. Acura will win my next car purchase decision unless FORD/LINCOLN get in the game! Just sayin….


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