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, though not necessarily all of them.
This new Insurify study found that 12.96 percent of Baby Boomers have a Ford in their garage, which is higher than any other make. However, Generation X prefers Chevrolet over Ford with ownership rates of 13.04 percent versus 12.04 percent. Regardless, Ford still ranks ahead of every other brand when it comes to Gen X, including Toyota, Nissan, Honda, Hyundai, Dodge, Kia, Jeep and GMC – and it’s in the top five of every age group. Prior research from Consumer Reports has found that specific Blue Oval models – the Ford Mustang
and Ford Mustang Mach-E – are among that generation’s favorites, too.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.
A number of Blue Oval employees are pitching in, too.
Sales increased 2.7 percent to 1,548,172 units during the first nine months of 2024.
A stellar example of the SUV/pickup mashup.
Which could help eliminate some frustrations for customers.
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This would confirm many of my own observations. I would break it down even further based on what I see at car shows and on the local streets driving:
Boomer men = Ford F-150 for daily drivers and Corvettes for fun cars
Boomer women = Ford Escape and pretty much any other CUV, especially the Honda CR-V here. CR-V must be the most owned model in this area.
Gen X men = GM/RAM/Toyota pickups and pony cars like the Mustang/Challenger/Camaro for fun cars
Gen X women = actually a pretty good mix of things, tough to pin it down
Millennials = I don't think they are generally into cars much as a hobby and agree they tend to like small to mid size sedans
Gen Z = I actually see A LOT of them in older pony cars, but many of them are mainly limited to what their parents can/will buy them.
Not this Gen X guy. GM=Garbage Motors
While far from immune, GM has had a lot less recalls and that turns folks off to Ford. I can see it. I have a few GMs near the top of my short list for 2026 and no Fords (I currently own one that SHOULD be recalled but the issue is being stalled by Ford in Class Action lawsuits), but I’m a boomer, not a Gen Xer.
I don’t get why half, or more, of boomer men feel the need to drive a full-size, 4-door pickup when the wife has a decent sized UV. It’s an epidemic and living in a 55+ community, I see it firsthand. After we all die off, Ford is going to take a huge hit.
Agreed, the fact that Ford is in the news every other week for a recall has got to be a huge disincentive. Then given things like the wet-belt (BIO) technology having turned into a ticking bomb it's reasonable to see why people have shied away.
When they were young, Xers gravitated toward used Volkswagens. They depreciated more than Toyotas and Hondas did.
And I see Gen Z is continuing their parents' tradition: it's at least at the bottom of the list, above Mazda and BMW.