As Ford Authority reported back in November, the perennially best-selling Ford F-150 finished out Q3 of 2022 as the most considered non-luxury vehicle in Kelley Blue Book’s Brand Watch Report, a title that it has largely held onto for some time now. Now that the Q4 2022 version of KBB’s Brand Watch Report has been released, it’s more of the same, as the Ford F-150 was once again America’s top considered vehicle, even though Ford itself slipped to third place on the most considered brands list.
The Ford F-150 held onto its position as the top considered vehicle in the past quarter in what proved to be a pickup and crossover/SUV-heavy lineup, as it was followed on the list by the Chevy Silverado 1500, Honda CR-V, Toyota Tacoma, GMC Sierra 1500, Dodge Durango, Honda Civic, Ford Super Duty, Toyota Camry, and the Honda Accord/Chevy Silverado HD, which tied for tenth place.
Shopping consideration for trucks was the only segment that increased in Q4, according to KBB, while all others faced a decline in that regard as the market continues to cool off a bit. In fact, one-third of all new vehicle shoppers considered a truck of some sort last quarter, showing some resilience as conditions worsen.
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 the quarter Brand Watch reports for non-luxury and luxury brands and assesses shopping for electrified vehicles. The methodology includes surveying both mobile and desktop users instead of only desktop users.
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The F150 doesn’t fit in my garage and I don’t see them them running around downtown city streets either. Is Ford trying to promote public transportation and hasten the extinction of personal vehicle ownership? Ford desperately needs to tap urban and inner city customers by offering something other than a big honking truck…. and the maverick will not carry this ball into the future unless changes are made.