16
Aug
10

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.

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