The 2021 Ford F-150 has earned its fair share of accolades from Kelley Blue Book in recent months, including a Best Buy Award, a first-place finish in the Five Year Cost to Own Awards, and the all-new pickup was also KBB’s most considered pickup in Q1 of 2021. Now, the 2021 Ford F-150 continues to add to its proverbial trophy case after KBB’s latest Brand Watch Study has found that it was the most-shopped non-luxury vehicle of Q2 2021.
Consumer interest in the Ford F-150 rose 13 percent over the first quarter, while the Ford F-Series enjoyed a 22 percent boost. The Chevrolet Silverado finished in second place but gained 28 percent quarter-over-quarter – the largest increase of any vehicle. Trucks in general picked up steam after a bit of a down Q1, as 31 percent of all non-luxury shoppers considered a pickup in Q2.
Rounding out KBB’s top ten most considered non-luxury vehicles list were the Honda CR-V, Toyota RAV-4, Subaru Outback, Ford Super Duty, Honda Accord, Toyota Tacoma, Ford Explorer, Subaru Forester, and Toyota Camry. Overall, Toyota continued to lead the way as the most considered non-luxury brand, though it lost one percentage point over Q1 to finish with a 33 percent score.
As Ford Authority reported last week, Ford continues to gain on Toyota as the most considered brand, picking up two percentage points to score 31 percent in Q2. Both automakers have experienced production difficulties as a result of the semiconductor chip shortage in recent months, but have still managed to maintain consumer interest regardless.
“As the entire automotive industry continues to grapple with the ongoing microchip shortage and related supply chain disruptions as a fallout of the global pandemic, it’s interesting to see how consumer perceptions and shopping behaviors change in some areas and how they hold steadfast in others,” said Vanessa Ton, senior industry intelligence manager for Kelley Blue Book. “Top brands like Toyota and BMW have stayed at the top of shoppers’ consideration lists, but interest in popular models has shifted and other brands are starting to close in. We also see that segment considerations fluctuated quite a bit among shoppers in response to inventory shortages.”