As Ford Authority reported last week, a recent study found that the Ford F-Series line of pickups is the vehicle of choice not only for those that fall within the Baby Boomer generation, but also, Generation X. However, that wasn’t the case with the younger Millennials, who seem to gravitate more toward compact and mid-size sedans, or Generation Z, which somewhat mirrors their slightly older counterparts in that regard. Regardless, Millennials are still apparently fans of the Ford F-Series, it seems.
According to this recent study from Insurify, the Ford F-Series is the sixth most-popular model among Millennials, a ranking it bases on 4.5 million car insurance applications from its own database spanning the past year. The F-Series ranks only behind the Honda Accord, Nissan Altima, Toyota Camry, Honda Civic, and Toyota Corolla in that regard. Interestingly, the Ford F-Series didn’t rank in the top 10 most-owned vehicles among Gen Z, however.
According to Insurify, here are several reasons why this is the case – including the fact that Gen Z prefers smaller and more fuel-efficient vehicles than prior generations. Of course, we must also consider the cost of these vehicles, and in that regard, the Ford F-Series is obviously more expensive, in general, than models like the Civic, as well as pretty much every other vehicle that’s a favorite of the youngest generation, which may not have quite the spending power that its elders do – at least not yet.
This point is further proven by additional data from other sources, too. In the first few months following the launch of the then-sub-$20k 2022 Ford Maverick, over one-quarter of the compact pickup’s customers were between the age of 18 and 35 – more than double the overall industry rate of 12 percent for that age group. Just a few months later, J.D. Power also reported that Millennials were beginning to gravitate toward Ford trucks in general as well – not just compact pickups, but also, mid-size and full-size models, too.
Comment
As a Millennial I don’t think I know really any millennials that have a F-series pickup that’s it’s not just the work truck. My cousin, that’s it. I know one other that has a Silverado. Most I know that are debating a truck want a Mavrick, Santa Cruz, or Ridgeline.