Ford F-Series Wins 2023 Loyalty Award For Light Duty Segment

The latest edition of S&P Global Mobility’s Automotive Loyalty Awards have thus far been quite kind to The Blue Oval, which has seen the Ford Expedition top the full-size utility segment, the Ford Maverick finish first in the mid-size pickup space, and the Lincoln Nautilus take home top honors among all models with the brand new “Overall Loyalty to Model” category. Now, we have yet another model to add to that list, as the Ford F-Series lineup has been awarded as the top model in the light-duty pickup segment – for the second consecutive year.

The Ford F-Series once again earned a win in the light-duty pickup category, which isn’t a huge surprise given its perennial spot atop the U.S. sales charts. It’s also notable in a segment where competition is quite fierce, with the Detroit Big Three automakers and a handful of foreign rivals routinely battling it out for market share. As far as the overall automotive market goes, though waning inventory over the past few years has put a dent in customer loyalty across the automotive market, S&P notes that improving levels as of late are beginning to reverse that trend. In fact, loyalty improved year-over-year for the first time since 2019, rising 0.8 percentage points to finish out 2023 at 51 percent.

“The last few years have shown us that customers are becoming more comfortable to consider and purchase a new vehicle outside their preferred brand,” said Joe LaFeir, President, Automotive Insights, S&P Global Mobility. “However, concerted efforts from OEMs to improve retention through unique marketing initiatives, alongside improving inventory levels and great new products, are resulting in a stabilizing of loyalty levels, after several years of decline.”

“These awards truly exemplify the industry’s competitiveness and desire to improve customer retention. The awards reflect substantial fact-based analysis, which allows us to understand and determine conquest and loyalty rates, while providing guidance to OEM marketers and their agency partners to help improve loyalty programs and customer retention,” said Vince Palomarez, Product Management Associate Director, Loyalty, at S&P Global Mobility.

We’ll have more Blue Oval-related accolades to share soon, so be sure and subscribe to Ford Authority for the latest Ford F-Series news, Ford F-150 news, and continuous Ford news coverage.