The Ford F-Series and the Chevrolet Silverado nameplates have had a long history of being competitors with one another to be the best-selling truck in America. Despite significant truck innovations to improve their quality and boost sales, a substantial part of the continued success for both brands lies with brand loyalty, sometimes over generations of owners.
Ford F-Series and Chevrolet Silverado Loyalty: Details
Brand loyalty measures how often a household with a particular brand’s vehicle returns to the same brand when they make their next new-vehicle purchase, which could be a replacement vehicle or an addition to the garage. In a recent report from S&P Global, Ford brand loyalty for the 2022 calendar year was measured at 58.6%. But when the F-Series models, including the F-150, F-250, and F-350, were taken out of the picture, that percentage dropped to 49.5%. That means the Ford F-Series trucks pull the overall brand loyalty figure up an astounding 9.1 percentage points for 2022.
As for Chevrolet brand loyalty, in 2022, that percentage was 56.3. When the Silverado is taken from the picture, the percentage falls to 47.9%, a difference of 8.4% which is still significant but not at the same level as Ford. Chevrolet’s figures may differ due to General Motors owning the GMC brand, but that doesn’t appear to be the case, as the loyalty rate for GMC in 2022 was 45.1%.
Limiting defections to rival brands is a critical factor in retaining brand loyalty. There are around 2 million full-size pickups sold each year. For the year ending in February, the Ford F-Series had a net outflow ( defections minus conquest) to the Chevrolet brand of just 5,914 households. In the same period, 2,315 more F-Series households migrated to Ram rather than Ram to Ford. As for the Silverado, it had a net inflow of 1,914 families from the Ford brand. Silverado also gained 688 previous Ram owners.