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.

Ford’s Mulally Out to Make Lincoln World Class Brand

By: Phil LeBeau
CNBC Correspondent

When Ford CEO Alan Mulally joined me on “Squawk Box” Friday for an extended conversation about where the Blue Oval is today and where it’s headed, he didn’t shy away from proclaiming the Lincoln brand must provide a true world class experience for buyers.

Mulally’s said this before and he’ll say again. But it was clear from talking with him that he not only knows just what Lincoln has to do but the reason why thinks it will eventually get there.

First, Mulally is aware Lincoln is trailing its competition. It’s the #7 luxury brand in terms of sales this year.

FORD KICKS OFF 2010 WITH 24 PERCENT SALES INCREASE, MARKET SHARE GAIN, THANKS TO PRODUCT LINEUP

• Ford, Lincoln and Mercury January sales up 24 percent versus year ago
• Cars up 43 percent, crossovers up 20 percent, SUVs up 8 percent, trucks and vans up 14 percent
• Ford brand sales up 26 percent, Lincoln up 16 percent and Mercury up 6 percent
• Ford’s U.S. market share estimated at 16 percent, up 2 points versus year ago
• Fleet customers are back in the market – and buying Ford; fleet sales more than doubled versus last January’s depressed levels
• Retail sales were 5 percent lower following December’s 18 percent increase
• New products drive Ford’s brand favorability and purchase consideration to record levels

DEARBORN, Mich., Feb. 2, 2010 – Higher sales for every brand and in every product category propelled Ford to a 24 percent sales increase in January versus a year ago.

Ford cars were up 43 percent, crossovers were up 20 percent, sport utilities were up 8 percent, and trucks and vans were up 14 percent.  Among brands, Ford sales were up 26 percent, Lincoln sales were up 16 percent and Mercury sales were up 6 percent.

“Ford’s focus on building products consumers want to buy and love to drive will continue,” said Ken Czubay, Ford vice president, U.S. Marketing Sales and Service.  “In 2010, we will give Ford customers even more reasons to Drive One.”