Ford Authority

Ford F-Series Loyalty Much Higher Than Other Models

Ford F-Series buyers have long been a loyal bunch, dominating the truck segment in the 2022 J.D. Power U.S. Automotive Brand Loyalty Study and the 2023 S&P Global Mobility Automotive Loyalty Awards, even after Ford lost the top spot in the latter rankings after retaining it for 12 years. Regardless, Ford F-Series customers remain far more loyal than truck owners from other brands, as well as those that own other Blue Oval models as well, according to new data from S&P Global Mobility.

In its latest automotive loyalty study, S&P decided to separate the Ford F-Series from the rest of FoMoCo’s lineup to see just how much of an impact it has in that regard, and perhaps unsurprisingly, it’s a big one. In this case, brand loyalty is defined by households that decide to stick with the same brand when they make their next new vehicle purchase, whether that be to replace an existing vehicle or add another to their garage.

In that case, Ford F-Series owners recorded a brand loyalty score of 62.2 percent in 2021 and 59.7 percent in 2022, but perhaps the bigger story is what happens when we take those trucks out of the equation. With the F-Series included, Ford’s brand loyalty score was 58.6 percent in 2022, but without it, that number falls to 49.5 percent – a 9.1 percent drop.

Interestingly, the same holds true for General Motors, as removing the Silverado from Chevrolet’s brand loyalty score of 56.3 percent resulted in a drop to 47.9 percent, while that pickup posted scores of 54.7 percent in 2021 and 55.4 percent in 2022 – underscoring the importance of trucks to brand loyalty. “The Ford, Chevy, Ram, and GMC Sierra dominate the segment. They know the value of their entries in this segment, and they will go to extensive lengths to protect their position,” said Tom Libby, associate director of loyalty solutions and industry analysis at S&P Global Mobility.

We’ll have more insights like this to share soon, so be sure and subscribe to Ford Authority for the latest Ford F-Series news, Ford Super Duty news, Ford F-150 news, and ongoing 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. Mike K

    I’ve had these years F-150 1992,1998,2014.
    Had one F-250 diesel a 2000. F-350 diesel have had 2003, 2005, 2012, 2014 and now a 2017. I wasn’t a part of that official survey.
    My first Ford was a new 1967 Mustang fastback. I go back a long way with Ford

  2. Gary . Virginia.

    Started out with a 75 f100 three on tree 300 IL6. Had three f150s after that and one Ranger. Drove ford pickups for 46 years and if I needed a truck it would be a ford.

  3. max goodrich

    I absolutely love my 2023 Ford F250 with the 7.3l Godzilla engine! The seats are very comfortable and the 360 camera makes it easy to see what is around you.

  4. benjamin davis jr

    My father was a Ford man and it passed down to me! 78 Capri, 85 Thunderbird turbo, 04 F150, and now 20 F 150


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