Ford Trucks Trump Toyota’s At This
They keep coming back for more.
Ford beat rival Toyota for the top spot on the J.D. Power 2023 U.S. Automotive Brand Loyalty Study among truck buyers.
According to the report, the loyalty rate rate for Ford trucks was 64.4%, compared to 60.4% for Toyota’s.
Tyson Jominy, J.D. Power vice president of data an analytics, said loyalty was down across the industry as vehicle supplies improved from last year’s shortages, while customers were holding onto vehicles longer than usual and having more time to get acquainted with them.
THE 2024 TOYOTA TUNDRA 1794 LIMITED EDITION IS A VERY TEXAN TRUCK
“Now that some of those issues have eased, consumers are looking to get behind the wheel of something different and are no longer remaining as loyal to a brand,” Jominy said.
“However, many of the highest-ranking brands perform similarly year after year. When vehicles deliver an experience that meets owner expectations, such as by offering superb build quality, owners are likely to reward brands with their loyalty.â€
REVIEW: THE 2023 FORD BRONCO SPORT HERITAGE LIMITED IS AN INSTANT CLASSIC
Ford’s win in the truck segment was the only one for an American brand, but the loyalty rate was the highest of all.
HYBRID FORD RANGER 6X6 IS A WAR MACHINE
Toyota topped the list among mass market cars at 60% and Subaru for mass market SUVs at 61.1%, while Porsche and Volvo led the premium car and SUV segments with 56.8% and 56.5% loyalty rates.
MORE AUTO SHOPPING NEWS FROM AMERICAN CARS AND RACING
The study looked at trade-ins on new car purchases from September 2022 through August 2023.
Read This Next
You must be logged in to post a comment.