As Ford Authority reported back in August, Ford fared quite well in Kelley Blue Book’s Q2 Brand Watch Study, which analyzes customer perceptions and shopping behavior to determine how each automotive brand stacks up against each other from the shopper’s point of view. Now, the Q3 Brand Watch Study has just been released, and The Blue Oval is continuing its success by ranking as the second most considered brand for non-luxury shoppers.
Despite many challenges presented by the semiconductor chip shortage, Ford seems to be recovering quite well and maintained its position behind Toyota, which has topped KBB’s most considered brand list in the mass market segment for three straight years now. A total of 33 percent of surveyed shoppers considered a Toyota in Q3, the same exact number as Q2. Meanwhile, Ford remains close behind with a score of 31 percent, which also remains unchanged from the second quarter.
Ford’s chief cross-town rival – Chevrolet – didn’t fare so well, however, as it suffered the largest decline in consideration of all non-luxury brands in Q3. Just 24 percent of surveyed shoppers considered a Chevy in Q3, compared to 27 percent in Q2, and the brand still lags far behind the top two with its third-place finish.
The rest of the most considered brands list consists of, in order, Honda (23 percent), Hyundai (15 percent), Subaru (14 percent), GMC (12 percent), Kia (11 percent), Nissan (10 percent), Jeep (10 percent), Volkswagen (6 percent), Ram (6 percent), Mazda (5 percent), Dodge (5 percent), Mini (1 percent), Mitsubishi (1 percent), and Fiat (0 percent).
In terms of individual categories, Ford did not record a top-three finish in any of them, which makes its second-place overall ranking even more impressive. Those factors include durability/reliability, safety, driving comfort, affordability, driving performance, reputation, fuel efficiency, interior layout, technology, exterior styling, ruggedness, and prestige/sophistication.