Ford Authority

Ford Beats Toyota To Become Top Car Brand For Non-Luxury Shoppers

In recent months, Ford has produced mixed results in terms of how its brand fares in various studies, including an eighth-place ranking in Consumer Reportscar brand owner satisfaction survey and finishing 2021 as Kelley Blue Book’s third most awarded brand. Meanwhile, individual Blue Oval models have fared well, as the 2021 Ford F-150 is KBB’s most considered pickup truck and the 2022 Ford Maverick is among the most considered electrified vehicles, a title also bestowed upon the Ford Mustang Mach-E. Now, fresh off a second-place finish in KBB’s Q3 Brand Watch Study ranking the most considered brands for non-luxury shoppers, Ford took over as the top car brand for non-luxury shoppers in Q4, a title previously held by Toyota.

Toyota has held the distinction of being the top car brand for non-luxury shoppers for nearly four consecutive years, making this a truly momentous occasion for The Blue Oval. According to KBB, Ford achieved this distinction by introducing a host of desirable new models, while inventory also improved as the year went on.

Of all new vehicle shoppers in the fourth quarter of 2021, 33 percent considered a Ford, which is two percentage points higher than Q3 – the largest quarter-to-quarter increase of any automotive brand. It also catapulted Ford ahead of Toyota – which was considered by 32 percent of new-vehicle shoppers last month, down one percent from Q3 – giving it the top spot for the first time since 2015.

Ford and Toyota ranked ahead of the rest of the pack, which included Chevrolet (considered by 25 percent of new-vehicle shoppers in Q4), Honda (23 percent), Subaru (13 percent), Hyundai (13 percent), Kia (12 percent), GMC (11 percent), Jeep (10 percent), Nissan (9 percent), Volkswagen (7 percent), Ram (6 percent), Mazda (5 percent), Dodge (5 percent), Chrysler (3 percent), Mini (1 percent), Mitsubishi (1 percent), and Fiat (0 percent).

We’ll have more automotive insights like this to share soon, so be sure and subscribe to Ford Authority for 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. Jeffrey D. Sproul

    The only reason I am buying a new vehicle is because of the. Maverick which is the only reason I am buying a Ford. If the Maverick didn’t exist it would be the Hyundai Santa Cruz. Remains to be seen if Ford hangs onto this lead which is only 1% more than Toyota. Will Toyota eventually come up with a Maverick competitor especially since Toyota has a hybrid system already. Wouldn’t surprise me if Ram came up with their own compact pickup based on the Fiat Toro

  2. Antoine D Swans

    And ford has more tricks up its sleeve with 5 new vehicles coming to market this year. People love talking crap about Ford, but ford is that automaker that makes others step up and they’ve been doing it for centuries. No other manufacturer created Taurus or Explorer that changed America


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