Thus far, the results of Kelley Blue Book’s Q1 2022 Brand Watch report have been mostly good for The Blue Oval. The Ford Maverick shot up to second place in terms of the most considered electrified vehicles on the market today, a list that also saw Ford tie Tesla and Toyota with three vehicles each thanks to the presence of the Ford Mustang Mach-E EV crossover and Ford F-150 Lightning – the top considered EV pickup. However, Ford Motor Company slipped to second after beating out the long-time most considered non-luxury brand – Toyota – and now, the Ford F-150 has relinquished its spot as the most considered pickup truck, too.
In a bit of a shocker, the chief rival of the Ford F-150 – the Chevrolet Silverado 1500 – took the top spot in KBB’s latest most considered pickup trucks list for the very first time. KBB credits this surge to the reveal of the Silverado EV earlier this year, which seemingly sparked interest in the gas-powered pickup as well.
The Silverado 1500 also beat out the Ford F-150 to become the most considered vehicle, regardless of segment in the first quarter of 2022. It’s quite the reversal for Ford’s perennially best-selling pickup, which has had a firm grasp on KBB’s list for multiple consecutive quarters up until this point.
The Kelley Blue Book Brand Watch Report is a consumer perception survey that also weaves in shopping behavior to determine how a brand or model stacks up with its segment competitors on a dozen factors key to a consumer’s buying decision. Kelley Blue Book produces separate Brand Watch reports for non-luxury and luxury brands each quarter. Beginning in Q1 2022, the methodology includes surveying both mobile and desktop users instead of only desktop users.