Ford Authority

Ford Closes In On Toyota, Beats Chevy In Latest KBB Brand Watch Study

Ford has fared well in recent Kelley Blue Book studies, as both the 2021 Ford F-Series and 2021 Ford Ranger recently received a KBB Best Resale Value Award, the Ranger and Ford F-150 were named the most affordable trucks in their respective segments, and the 2021 Ford Expedition landed on KBB’s Best Family Cars of 2021 list. Now, the Q2 KBB Brand Watch study shows that Ford, as a brand, is also gaining ground on its competitors in that regard as well.

The KBB Brand Watch study analyzes customer perceptions and shopping behavior to determine how each automotive brand stacks up against each other from the shopper’s point of view. Toyota has long topped this list, and maintained its position in first place this time around, though it lost one percentage point from Q1 to land at 33 percent consideration.

Meanwhile, Ford gained two percentage points as it improved its consideration score from 29 percent in Q1 to 31 percent in Q2. That performance also helped Ford retain its lead over its chief cross-town rival, Chevrolet, which also gained two percentage points, going from 25 percent to 27 percent. Few automakers on the list managed to improve their consideration scores quarter-over-quarter as the semiconductor chip shortage continued to force production cuts, inventory shortages, and soaring prices.

Ford’s performance was mainly driven by the Ford F-150 and Ford Super Duty, along with the Ford Explorer and Ford Mustang Mach-E, which all posted large gains and landed on KBB’s most considered vehicles list. In recent months, Ford has also poached quite a few shoppers from other brands, as the majority of Ford Bronco Sport, Mach-E, and Ford Bronco owners are conquest sales.

We’ll have more automotive insights like this to share soon, so be sure and subscribe to Ford Authority for around-the-clock 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. Chris D.

    Again, beating it like a drum, one cannot emphasize enough the importance of keeping these buyers in the Ford family with a positive ownership experience. No more DPS6 fiascos, no more 1.5-2.0 liter engine block design flaws left to linger on for years; no more Escape early transmission failures; no more botched launches. Both initial quality AND long-term durability MUST be the company’s highest priority. Too often, the accountants and cheap suits in management make unacceptable sacrifices at the alter of short-term profits. Why do you think Toyota is at the top of this list? Certainly not because they make exciting products. One can only hope Jim Farley truly understands this and acts on it.

    1. Thurston Munn

      Amen brother !!! Agree 100 %


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