Pickup Truck Sales Carry Ford And Chevrolet's Brand Loyalty

American manufacturers sell a ton of trucks. Between Ford, Chevy, and GMC, automakers sold over 1.4 million trucks in 2022. And many of these buyers are extremely loyal. That loyalty extends to the automakers as well. When it comes to trucks, Ford and Chevy know what they’re doing and they know their buyer base. But when you take these trucks out of the picture, that brand loyalty looks a bit different, as data from S&P Global Mobility shows.

For those unaware, brand loyalty is the measurement of how often a customer goes back to the same brand they purchased from before to get another vehicle. That includes buying a newer version of the same vehicle, or the addition of another vehicle from that brand. Ford’s brand loyalty overall was nearly 60 percent (58.6 percent) in 2022. When you take out the F-Series trucks, it drops 9.1 percent to 49.5 percent. Chevy didn’t fare much better. Its brand loyalty sat at 56.3 percent in 2022. Remove the Silverado out of the equation, and brand loyalty drops 8.4 percent.

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What about the customers that end up defecting to other brands? Compared to the numbers of trucks they sell, they’re small in comparison.