Ford Retained Top Pickup Truck Brand Loyalty

Ford pickup truck loyalty led the segment at 66.2 percent in the 2026 JD Power Automotive Brand Loyalty study.

Updated on Oct. 6, 2026 in Trucks

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Ford has secured the highest brand loyalty rating among pickup truck owners according to the 2026 JD Power Automotive Brand Loyalty study. The data shows Ford achieved a loyalty rate of 66.2 percent, outpacing Toyota within the highly competitive truck segment.

Why it matters

Understanding brand loyalty metrics provides insight into consumer retention and competitive strength within the U.S. automotive market. These figures highlight how manufacturers are successfully encouraging owners to trade in their vehicles for new models of the same brand.

Ford pickup truck loyalty sat at 66.2 percent, slightly down from 66.5 percent in 2025. By comparison, overall industry loyalty reached 50.2 percent, an increase from 49 percent in the prior year.

The players

Ford

Ford is a major American automotive manufacturer that ranked as the highest-ranked mainstream brand in the 2026 US Initial Quality Study.

JD Power

JD Power is a global leader in consumer insights and data analytics that produces annual studies on automotive quality and brand loyalty.

Toyota

Toyota is a global automaker that held the top spots in the mass-market car and SUV segments for brand loyalty in the 2026 study.

The details

JD Power calculates these figures by tracking owners who trade or sell an existing vehicle at a franchise dealership for a new model of the same brand. Beyond pickups, Toyota maintained strong performance by leading the mass-market car and SUV categories.

In 2025, Ford pickup truck loyalty reached 66.5 percent.
On October 6, 2026, JD Power released its annual Automotive Brand Loyalty study.

Roadmap

This loyalty data underscores how legacy truck manufacturers continue to fend off competition in a segment defined by high switching costs. By maintaining owner retention, brands like Ford protect their market share against rival automakers seeking to capture loyal truck customers.

For current truck owners, these loyalty figures reflect the high market demand and trade-in value stability often associated with top-performing brands. Shoppers looking for their next vehicle can use these metrics to gauge which manufacturers consistently meet owner expectations over time.

The takeaway

Brand loyalty remains a critical indicator of customer satisfaction and long-term vehicle ownership trends. Consumers should note that high loyalty scores often correlate with sustained brand investment in service and quality.