Ford F-Series owners have long been some of the most loyal customers of any automotive make or model, ranking first among all trucks in the 2022 J.D. Power U.S. Automotive Brand Loyalty Study, as well as the least likely to be one and done when it comes to purchasing a vehicle from the brand, according to S&P Global Mobility data. Now that S&P has revealed the winners of its 2023 Automotive Loyalty Awards, the Ford F-Series continues to earn high marks in that regard, topping the light-duty pickup segment. It wasn’t alone, however, as the Ford brand ranked second overall, while the Lincoln Nautilus finished first in the luxury mid-size utility segment.
The fact that the Ford F-Series ranked first in the light-duty pickup segment is certainly a notable achievement, particularly as supply chain constraints have prompted many owners to jump ship over the past year due to limited inventory on dealer lots. In fact, overall industry average loyalty has decreased from 54.6 percent in 2019 to 50.2 percent in 2022.
“The past three years have been a challenge for the automotive industry,” said Joe LaFeir, President, Automotive Insights, S&P Global Mobility. “As customers are returning back to market post-pandemic and inventory levels have slowly improved from last year’s lows, retaining loyal customers has been more challenging than ever before.”
Now in its 27th year, S&P Global Mobility’s 2023 Automotive Loyalty Award winners are based on 11.7 million new retail vehicle registrations in the U.S. during the 2022 calendar year. Loyalty is determined when a household that owns a new vehicle returns to market and acquires 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.
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