As Ford Authority previously reported, a recent study from Insurify helped clarify current trends regarding which generation prefers which vehicles and automotive brands by looking at 4.5 million insurance applications, which the company then used to determine what each current generation prefers. When that data was sorted, it found that the Ford F-Series line of pickups are the sixth most-popular model among Millennials – but it seems as if The Blue Oval is also lagging in other areas with that age group.
Ford ranked as the most-owned brand among Baby Boomers at a rate of 12.96 percent – with Chevy coming in third at 12.10 percent. Generation X also had Ford ranked highly at number two with a 12.04 percent ownership rate, which was behind Chevy at 13.04 percent. However, as we move down the age ranks, we find that Millennials also have Ford ranked second, albeit with a lower ownership rate of 10.86 percent, behind Chevy at 12.58 percent. Regardless, Ford still beat out every other automotive brand in that regard among Millennials, including Toyota, Honda, Nissan, Hyundai, Dodge, Kia, Jeep, and GMC.
At the same time, a number of other recent studies have found that Millennials also have a strong preference for Ford trucks, specifically. Following the launch of the Ford Maverick in the 2022 model year, The Blue Oval itself revealed that more than one-quarter of that model’s buyers at the time were between the ages of 18 and 35 – more than double the overall industry rate of 12 percent for that age group.
Additionally, a study from J.D. Power from a couple of years ago found that the majority of Ford pickup truck buyers in general, as well as pickups from every other brand, are now Millennials. At that time, the study noted that Millennials had already overtaken Baby Boomers in terms of larger truck purchases, and were also on pace to buy more compact and mid-size pickups as well. Altogether, Millennials were on track to become the largest buyers of midsize, full-size, and heavy-duty pickups for the very first time, too.
Hopefully, it can be fixed and turned out.
Plus, financing and local market lease deals on the off-road SUV.
They're concerned about rising prices and job protection.
A stellar example of a special machine.
In both V6 and V8 versions, with up to 900 horsepower.
Making that process much easier.
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That’s what happens when you have too many high-profile recalls.
Many Boomer men LOVE F-150s if they worked out of a pickup most of their lives, ahem.
The number one choice by far is Ford. Ford still beat out every other automotive brand in that regard among Millennials, including Toyota, Honda, Nissan, Hyundai, Dodge, Kia, Jeep, and GMC. (always, worth repeating)
I am a Boomer (1951) , but most other Boomers like me never liked imports. We love Ford and GM.