Baby Boomers Pick Ford As Most Preferred Auto Brand

While a lot has changed over the long existence of the automobile, some things remain the same – including the fact that certain age groups tend to gravitate toward different types of vehicles. A recent study from Insurify helped clarify current trends in that regard by looking at 4.5 million car insurance applications, which the company then used to determine which models each current generation prefers. The results of that study were quite favorable for Ford, which was the top brand among one age group, in particular.

That age group is Baby Boomers, as 12.96 percent of those folks have a Ford in their garage, according to this study. That’s a higher percentage than any other automotive brand, including Toyota, Chevrolet, Nissan, Honda, Hyundai, Kia, Dodge, Jeep, and Mercedes-Benz, which round out the top 10. Ford also ranked second among Generation Z and Millennials, as well as third in terms of Generation Z.

This result is notable given the fact that Ford had just the third-highest market share in the U.S. through the first five months of 2024 at 13.3 percent, trailing GM (16.2 percent) and Toyota (15.2 percent). Regardless, when it comes to individual models, there are some clear differences among these generations, as one might expect.

While Gen Z and Millennials tend to gravitate more toward smaller and more fuel-efficient vehicles such as sedans, Gen X and Boomers count the Ford F-Series line of pickups as their personal favorite, according to this same study, with ownership rates of 3.16 percent for Gen X and 3.74 percent for Boomers. However, Boomers also love the Ford Escape, as the small crossover ranked as the sixth-most owned vehicle among in that age group. The Escape ranked behind only the F-Series, Toyota Camry, Toyota Corolla, Honda Accord, Chevy Silverado, and Nissan Altima in that regard, which somewhat contradicts the thought that Boomers gravitate toward big SUVs and trucks for the most part.