Ford, as a whole, has enjoyed tremendous success in various consumer studies, most recently taking over the top spot as the most considered brand among non-luxury shoppers via Kelley Blue Book’s Q4 2021 Brand Watch study. This was a big deal, as Ford dethroned Toyota for that honor, which the latter had held for nearly four years. Meanwhile, the Ford F-150 finished the year out by winning KBB’s Best Full-Size Truck award and was also the most considered pickup in Q3, a distinction that it repeated in Q4.
The KBB Brand Watch Report is a quarterly consumer perception survey looking into customer shopping behavior in order to gain insight into how brands and models are performing against each other in the marketplace. The report is based on a list of a dozen factors that are then used to gauge how a given shopper arrives at their buying decisions.
The F-150 has now been the most-shopped pickup in the U.S. for eight consecutive quarters, and actually saw a 12 percent increase in consideration from the third quarter to the fourth quarter as supply improved. Meanwhile, consumer interest in trucks increased overall as well, from 32 percent in Q3 to 35 percent in Q4, as the F-150 was joined by the Chevrolet Silverado, Ford Super Duty, Toyota Tacoma, and Ram 1500 in the top five most considered pickups.
According to KBB, this growth in pickup truck interest was fueled by improving inventory levels, a growing construction industry, and booming real estate and home improvement markets. The organization also noted that F-150 consideration was helped by the popularity of the hybrid F-150 PowerBoost, as well as the forthcoming all-electric Ford F-150 Lightning, which launches this spring.