Ford Authority

Ford Owners Remain Least Likely To Be ‘One And Done’ Buyers

Ford has long enjoyed strong brand loyalty from its customers, ranking first in that category among all mainstream automakers last year, while S&P Global’s loyalty data found that Ford owners were the least likely to be “one and done” buyers than any other brand last fall – or in other words, customers that purchase a Blue Oval vehicle only to later sell or trade it for one from another brand. Now, S&P Global has released its latest loyalty data, and it reveals that once again, Ford owners are the least likely to be one and done when it comes to purchasing a vehicle from the brand.

S&P defines what it calls “Nomads” as customers that are new to an automotive brand, yet leave for another brand when they return to the market to purchase another vehicle. Interestingly, more than half of these Nomads make that particular practice a habit, and continue to do so in the future. This is one of the lesser talked about factors of conquests – it’s obviously desirable to attract owners of other branded vehicles to one’s brand, but if they don’t stick around after that, can they really be considered a conquest?

Over the past 12 months ending June 2022, a total of 58 percent of Nomads left their brand – the highest such percentage in 10 years. Regardless, Ford once again enjoyed the lowest percentage of “one and done buyers” among all automotive brands. This backs up previous data suggesting that Blue Oval owners are routinely among the most loyal in the industry. The fact that most shoppers new to the brand are sticking with it is also a good sign for the company as well, particularly in world where more and more consumers are shopping around instead of staying loyal to one brand.

We’ll have more insights like this to share soon, so be sure and subscribe to Ford Authority for 24/7 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. JE

    After 30 years buying Ford/Lincoln cars, I have gone to other brands the day they decided not to produce sedans anymore. And, besides the Mustang, I will not buy another Ford/Lincoln vehicle until they produce a sedan again.

    1. RWFA

      Did you write a letter to Ford yet on this?

  2. Brickhead74

    I agree with you, it was a dumb idea to stop making sedans. I personally loved the taurus, that car was criminally underrated.

    1. RWFA

      Last Gen Taurus in red was a great looking car.

  3. Kevin

    I find this study hard to believe. I don’t consider Ford a repeat when i’m looking for a new vehicle. I traded my Explorer for a Highlander and my wife traded her Continental for a G80

    1. RWFA

      That’s why surveys exist.

      Our unique individual anecdotal experiences, preferences and behaviors may not represent the norm.

  4. M

    My Daddy always drove Fords so when he taught me to drive in his ’63 Ford Fairlane naturally I too became a Ford owner. I know Grand Dad had a ’49 F1 & an F6 but I dont know if he drove Fords exclusively.
    I personally have owned about a dozen Ford cars, pickups, 1 campervan & a motorhome. I have always had good luck with Fords. They always gave me good service. I found them to be of good value for my money. Right now I’m patiently waiting for the 2024 Maverick Hybrid AWD to go on sale which will probably be my last new car. Oh, and my son drives a fusion hybrid.


  5. Jay Jay

    I guess I’m one of the nomads. Life is too short to drive the same thing. I’ve owned all different brands of vehicles, as well as different classes. I’ve had sedans, convertibles, crossovers, BOF SUVs, pickups, etc. I’ve had gas, diesel, and hybrid vehicles. I’ll probably have a BEV sometime in the near future.

    I’m not a one and done, however, as I’ve owned multiple Fords over the years. I’ve also owned multiple Toyotas, GMs, Mopars, Hondas, VWs.

  6. Lurch

    I’m unlikely to own another Mercury or Oldsmobile, but don’t count me out.

  7. Mark B

    The big question in the room, is do we know the reasons behind this loyalty? The story reports that there is data to support this. Care to share?

    I have some suspicions as a long time, but not exclusively Ford fan.

    1. Jim L

      My bet would that the majority are F series customers.

  8. Gunnar

    Have been a Ford truck fan for many years, but am looking at other opportunities as Ford has made the EV there top priority! The quality of Ford has gone down, they don’t last much over 100,000 miles any more, wish they would get back to quality and not so much EV. Bring back the inline 300 6 cylinder and put a turbo on that !

    1. RWFA

      Demonstrably false. You should do your “research”.

  9. Matt

    Am I the only one seeing that Tesla has the least “one and done”?

  10. john Sullivan

    The “Ford Authority” is a scam developed to spread fake or exaggerated negative information about successful Ford products. Look at the fine print online. The so called “authority” is actually produced by General Motors, along with its own positive sites for GM and Cadillac.


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