The results of Kelley Blue Book’s Q1 2022 Brand Watch report have been mostly good for The Blue Oval. The Ford Maverick moved 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 – in Q4 2021, while the Ford F-150 relinquished its spot as the most considered pickup truck, too. Now, after finishing as the third most considered pickup in Q4 2021, the Ford Super Duty held down that same spot in the first quarter of this year.
The Ford Super Duty lineup ranked not only as the third most-considered pickup on sale today – behind the Chevrolet Silverado 1500 and Ford F-150 and ahead of the Silverado HD and Toyota Tacoma – but was also the eighth most considered vehicle overall. In that regard, it was preceded by the Silverado 1500, F-150, Honda Accord, Honda CR-V, Chevrolet Tahoe, Dodge Durango, and Honda Civic, as well as ahead of the Toyota Camry and its main rival, the Chevrolet Silverado HD lineup.
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.
As Ford Authority reported earlier this month, the Super Duty’s continued popularity is critical to Ford’s bottom line, as the pickup is an extremely valuable profit generator for the automaker, representing a quarter of its profit across the globe.