Study: More shoppers consider buying a Ford than any other auto brand

Jonathan Oosting | MLive.com

More than one in four shoppers looking to buy a new vehicle in the second-quarter of this year considered a Ford, according to Kelley Blue Book’s Market Intelligence Brand Watch released today.

Ford passed Toyota earlier this year as the “most-considered” brand among potential auto customers and widened that gap in the second quarter. Overall, the study indicates 29 percent of shoppers considered buying a Ford, while 22 percent considered a Toyota.

That interest translated into cash for Ford, which recorded a $2.6 billion profit in the second quarter and paid off $7 billion in debt.

Chevrolet (21 percent), Honda (20 percent) and Hyundai (13 percent) rounded out the top-five most-considered brands, with the latter making it’s first-ever appearance among the leaders.

“Ford continues its upward trajectory and Hyundai is truly on a roll,” said James Bell, executive market analyst for Kelley Blue Book’s kbb.com. “Both brands prove that when you make dynamic, exciting and affordable products that appeal to the new-car shopping masses, consumer perception begins to change and subsequently, sales will follow.”

Ford fared particularly well with shoppers looking for non-luxury sports utility and crossover vehicles, with 46 percent of those potential customers considering an offering from the Dearborn-based automaker.

Meanwhile, customers continued to shy away from Toyota in the wake of massive recalls, with 8 percent few customers considering the brand than one year ago.  However, the automaker fared well in the minivan category as its “Swagger Wagon” viral advertising campaign continues to resonate with the public.


0 Responses to “Study: More shoppers consider buying a Ford than any other auto brand”

  1. Leave a Comment

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s

News and Events for the Ford or Lincoln owner and enthusiast.

August 2010
« Jul   Oct »


%d bloggers like this: