Ford Truck Loyalty Ranked First In 2024 Brand Study

Loyalty among Ford truck owners has long proven to be among the strongest in the industry, as we’ve seen over and over again via various studies – not to mention sales results. Ford truck owners just keep coming back to that same brand when it’s time to purchase a new vehicle, time and time again, with the Ford F-Series lineup being specifically recognized on several occasions as having the most loyal customers of any brand. Thus, it should come as no surprise to learn that Ford truck loyalty once again ranked first in another newly-released study.

According to the J.D. Power 2024 U.S. Automotive Brand Loyalty Study, Ford has once again ranked the highest among truck owners in that regard for the third consecutive year. thanks to its 65.1 percent loyalty rate. Toyota ranked second at 60.8 percent, but J.D. Power only provided rankings for the top two, so it’s unclear how the rest of The Blue Oval’s rivals stacked up in that regard this time around.

The J.D. Power U.S. Automotive Brand Loyalty Study – now in its sixth year – relies on data sourced from the Power Information Network to calculate whether an owner purchased the same brand after trading in an existing vehicle on a new vehicle. Customer loyalty is based on the percentage of vehicle owners who choose the same brand when trading in or purchasing their next vehicle, though only sales at new-vehicle franchised dealers qualify. The study includes brand loyalty across five segments – premium car; premium SUV; mass market car; mass market SUV; and truck.

“Amid ongoing inventory shortages, the most loyal customers actually stayed out of the market if they were unable to get their desired vehicle,” said Tyson Jominy, vice president of data & analytics at J.D. Power. “Now that inventory levels are recovering, customers are coming back. In particular, Toyota and Honda are benefitting from increased availability of hybrid vehicles, with Honda owners swapping out their gas-powered vehicles for hybrids at nearly triple the rate of the industry average. Lexus is also benefitting from strengthened residual values, which are helping drive loyalty for the brand despite premium brands as a whole experiencing a plateau this year.”