Brand loyalty may not always make logical sense, but it is still a reason to purchase a specific make and model of vehicle. We all know people who keep buying the same truck every time a new generation arrives. Or maybe your own family has been buying the same pickup truck since your grandfather swore by it decades ago. Some automakers inspire more loyalty than others; in fact, J.D. Power released its 2025 Automotive Brand Loyalty Study and found that Ford has the most loyal truckers.
In JD Power’s seventh annual study, Ford is the most loyal truck brand, with 66.6% loyalty. This is the fourth year in a row that Ford has dominated this segment. Second-placed Toyota Motor came in second with 61.2%.
JD Power bases these ratings on trading data from September 2024 to August 2025. Customer loyalty is based on the number of car owners who choose the same brand again when trading in or purchasing their next vehicle. Ford’s ongoing recalls don’t appear to have shaken pickup truck drivers’ trust in its popular models, including the Ford F-150.
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Ford responds to changing auto market with F-Series sales
A Ford truck equipped with a flatbed is being used at a construction site – Ford
Tariffs imposed by the Trump administration last year caused big swings in Americans’ new car purchases. As automakers lose tens of billions of dollars, car prices continue to rise, leaving some families unable to afford new cars at all. By the end of 2025, the average price of a new car will hover around $50,000.
However, JD Power says brands with a “good reputation” retain loyal customers. As prices rise, customers want to ensure they are getting a vehicle that meets their expectations and needs, which often means choosing a brand they already trust based on previous experience.
Ford has become a pickup truck brand. In 2025, the Ford F-Series became the best-selling truck in the United States for the 49th consecutive year, with sales exceeding 800,000 units. “We don’t just assemble trucks, we solve problems that customers don’t always know how to express,” the American automaker said in a post on its official blog. “Being one step ahead of our customers is what keeps us one step ahead of the competition.”
Many Ford loyalists agree. Reddit posters have been praising the Ford truck’s ride quality, cargo capacity and ability to tow bulky cargo. Fuel efficiency is also praised, especially for those who opt for the hybrid model. Other Reddit users attribute the F-Series’ long-term popularity to its broad market penetration and its versatility for use in both professional and personal settings.
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Read the original article on SlashGear.
