Ford Retains Truck Loyalty Lead in 2026 JD Power Study

The automaker secured a 66.2% loyalty rate in the truck category, marking its fifth consecutive year at the top.

Updated on Oct. 23, 2026 in Trucks

Live Poll

Would you continue to buy from a brand that recently issued a record number of recalls?

Ford achieved the highest brand loyalty rate in the truck segment during the 2026 JD Power US Automotive Brand Loyalty Study, which evaluated transaction data from September 2025 to August 2026. This performance marks the fifth straight year the company has maintained the lead in the category.

Why it matters

The result highlights persistent consumer preference for Ford trucks despite recent challenges in the company's manufacturing and quality control operations. Ford has worked to address these issues by consolidating engineering and quality functions while hiring roughly 300 veteran engineers to serve as internal auditors.

Ford achieved a 66.2% loyalty rate in the truck category, outperforming Toyota at 62.2%. In the 2025 JD Power Initial Quality Study, the brand recorded 156 problems per 100 vehicles, an improvement from 193 in the 2024 assessment.

The players

Ford

This major American automotive manufacturer produces a wide range of trucks, SUVs, and passenger vehicles for the global market.

JD Power

This data analytics and consumer intelligence company is known for its annual studies on vehicle quality, performance, and brand loyalty.

Toyota

This Japanese multinational automotive manufacturer is a primary competitor to Ford in the mass market and truck segments.

NHTSA

This federal agency is responsible for enforcing vehicle safety standards and managing automotive recalls in the United States.

General Motors

This American automotive corporation manages brands such as Chevrolet, GMC, Cadillac, and Buick.

The details

Ford launched 153 recall campaigns in the United States during 2025, surpassing the previous industry record of 77 set by General Motors in 2014. Additionally, the automaker was subject to a $165 million civil penalty from the NHTSA in November 2024 due to recall-related issues.

2014: General Motors set the previous record of 77 recalls.
November 2024: Ford received a $165 million NHTSA civil penalty.
2025: Ford launched 153 recall campaigns in the US.
September 2025 - August 2026: Period covered by the 2026 JD Power study.
October 2026: Ford had filed dozens more recall campaigns.

Roadmap

Ford currently faces a delicate balance between maintaining dominant customer loyalty and managing a historic volume of safety recall campaigns. The company's recent move to consolidate engineering and quality functions represents a strategic effort to reverse the trend of high problem rates.

Consumers remain loyal to Ford trucks despite the high volume of manufacturer-led recall campaigns. Prospective buyers should continue to monitor the NHTSA portal for updates regarding safety campaigns that may impact their specific vehicle model.

The takeaway

Brand loyalty remains high even as manufacturers navigate significant technical and quality challenges. Readers should prioritize checking recall notices for their own vehicles regardless of brand performance in market surveys.