Ford owners continue to return to The Blue Oval, time and time again, which has helped the automaker earn a number of brand loyalty awards in recent months. Most recently, that included taking the top spot among non-luxury brands away from Toyota after the latter held on to that honor for nearly four years, ranking fifth in CarMax’s used vehicle brand loyalty rankings, finishing fifth in J.D. Power’s Automotive Brand Loyalty Study, and winning the Overall Brand Loyalty award at the 2021 IHS Automotive Loyalty Awards. Now, Ford has followed up that latter distinction by taking home top honors in IHS Markit’s Overall Loyalty to Make category in this year’s Automotive Loyalty Awards.
This latest win marks Ford’s 12th consecutive loyalty award from IHS, as well as 21 wins since the category was created. A number of new/newer models helped fuel that success, as Ford owners helped the automaker achieve an industry-best 60 percent loyalty rate, including the Ford F-150 and Ford Super Duty – which accounted for 38 percent of the brand’s make loyal volume, while the Ford Bronco, Ford Bronco Sport, Ford Maverick, and Ford Mustang Mach-E added another 10 percent.
This year marks the 26th consecutive year IHS has recognized automakers with its annual Automotive Loyalty Awards. These results are based on the analysis of 13.4 million new retail vehicle registrations in the U.S. during the 2021 calendar year. Loyalty is determined when a household that owns a new vehicle returns to market and acquired another new vehicle of the same make, model, or manufacturer. The newly acquired vehicle may be either a replacement or an addition to the household fleet.
“Given the unique nature of 2021, with the challenges of both the pandemic and inventory shortages, retaining customers is more important than ever,” said Joe LaFeir, President, Automotive Insights, IHS Markit. “This year’s winners have certainly demonstrated effective marketing strategies that have resonated with customers and led to more return to market activity.”