BySean Tucker02/07/2022 11:26am
More Americans considered buying a Ford than a car from any other band in the fourth quarter of 2021. It’s the first time a brand other than Toyota has taken the title in more than four years.
The news comes from Kelley Blue Book’s Brand Watch survey – a quarterly consumer perception survey that also weaves in shopping behavior to determine how a brand or model stacks up with its segment competitors on a dozen factors key to a consumer’s buying decision.
KBB publishes two versions of the study. One covers the luxury car market. The other covers affordable cars. Ford took the lead in the affordable car study. The luxury car study should be available soon.
Of all shoppers of new, non-luxury vehicles, a full third considered a Ford, up two percentage points in the fourth quarter from the third quarter of 2021. That was the largest quarter-to-quarter increase for any non-luxury brand. That put Ford in first place, a spot it last held in 2015.
Toyota still beat Ford where it matters — more shoppers ultimately bought a Toyota.
An Unusual Year
It’s not clear how sustainable Ford’s win is. The Michigan-based company took the lead in a year shaped by factors that won’t be with us for many years.
Demand began to recover from the crash of the early COVID-19 pandemic. But a worldwide microchip shortage left manufacturers unable to produce cars fast enough to meet demand.
That pushed new car prices high – the average new car sold for $47,077 in December. That, in turn, sent used car prices soaring to a high of more than $28,000.
A Strong Lineup
But Ford was well-positioned to make the most of the strange market.
It continued to produce the most sought-after vehicle in America. The F-150 pickup was once again America’s best-selling vehicle. Unsurprisingly, the F-150 was the vehicle Americans considered more than any other.
The Ford Explorer midsize SUV also placed in the top 20 best-sellers for the year.
Ford also benefited from its new Maverick compact pickup, which comes standard as a hybrid or with an optional turbo gas engine. The Maverick, our Best New Model award winner, has become so popular that Ford has paused orders while it catches up on the backlog. The electric Mustang Mach-E also had high shopping rates.
Toyota Not Slipping Much
Toyota was a close second, with 32% of shoppers looking closely at a Toyota vehicle. Shopping for the RAV4 dropped by 12%, but shopping for the RAV4 Hybrid, despite its extremely low supply, had an 18% gain in shopping. The Toyota Tacoma, with its tight inventories, also slipped in shopping consideration.
Consideration dropped off sharply after those two. Chevrolet placed third, earning a look from 24% of shoppers. Honda came in fourth at 24%. Hyundai and Subaru tied for fifth at 13%.
SUVs Are Still King
Fully 66% of shoppers looked at an SUV.
Of all non-luxury vehicle shoppers, 35% considered a pickup truck — up from 32% from the third quarter. Cars, meanwhile, earned a look from 31% of shoppers. Minivans brought up the rear at 4%, but many remain in short supply, with manufacturers barely building enough to keep up with demand.
As an automotive enthusiast and expert, my deep knowledge of the industry and comprehensive understanding of market dynamics allow me to analyze and contextualize the recent trends highlighted in Sean Tucker's article from February 7, 2022.
The article discusses a significant shift in consumer preferences within the American automotive market during the fourth quarter of 2021. According to Kelley Blue Book's Brand Watch survey, more Americans considered buying a Ford than any other brand, breaking a four-year streak dominated by Toyota. My expertise in the automotive sector allows me to delve into the key factors that contributed to Ford's notable achievement.
The Kelley Blue Book survey is a respected source that combines consumer perception and shopping behavior to evaluate how a brand or model compares with its competitors across crucial decision-making factors. This methodology provides a nuanced understanding of the market dynamics, going beyond mere popularity to explore the deeper layers of consumer preferences.
Ford's rise to the top in the affordable car segment is underscored by a significant increase in consideration among new, non-luxury vehicle shoppers. The data reveals that a third of these shoppers considered a Ford in the fourth quarter, marking a notable 2% increase from the previous quarter. This surge in consideration represents the largest quarter-to-quarter gain for any non-luxury brand, showcasing Ford's effective strategies in capturing consumer attention.
Despite Ford's triumph in consideration, Toyota maintained its dominance in actual purchases, with more shoppers ultimately choosing a Toyota over a Ford. This highlights the nuanced nature of consumer decision-making, where brand consideration doesn't always directly translate into sales. My expertise allows me to navigate through these intricacies and shed light on the underlying factors shaping consumer behavior.
The article suggests that Ford's success in the fourth quarter of 2021 may be influenced by unique market conditions, such as the recovery from the early stages of the COVID-19 pandemic and a global microchip shortage affecting car production. My in-depth understanding of industry trends enables me to contextualize these external factors and assess the sustainability of Ford's triumph in the coming years.
Ford's strong lineup played a pivotal role in its success, with the F-150 pickup retaining its position as America's best-selling vehicle. The Ford Explorer SUV also contributed to the brand's popularity, ranking among the top 20 best-sellers for the year. The introduction of the Maverick compact pickup, a hybrid model, and the electric Mustang Mach-E further strengthened Ford's position in a market shaped by shifting consumer preferences and environmental considerations.
In contrast, Toyota remained a strong contender, with the RAV4 Hybrid experiencing an 18% gain in shopping despite its low supply. This demonstrates Toyota's resilience in adapting to market dynamics and retaining consumer interest. As an expert, I can provide valuable insights into how automakers strategically position their models to navigate challenges and capitalize on emerging trends.
The article's observation that SUVs continue to dominate consumer interest aligns with broader industry trends, where SUVs have become a preferred choice for a majority of shoppers. The data indicates a 66% consideration rate for SUVs, underlining their sustained popularity. Furthermore, the increasing interest in pickup trucks, particularly a 3% rise from the third quarter, reflects a dynamic market responding to evolving consumer needs.
In conclusion, my expertise in the automotive industry allows me to dissect the nuances of the article, providing a comprehensive understanding of the factors influencing consumer choices, the strategies employed by automakers, and the broader trends shaping the American automotive landscape.
