Coke and Pepsi. Whopper and Big Mac. Silverado and F-150. America has some signature product rivalries. And Ford vs. Chevy isn’t one of them as much as the F-series vs. the Silverado is.
That’s the conclusion of a new study from S&P Global Mobility, a data analytics firm that serves the auto industry. The company finds that brand loyalty for both Ford and Chevrolet falls significantly when the companies’ full-size trucks are taken out of consideration.
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“Ford brand loyalty for the 2022 calendar year was 58.6%. When the F-series models – the F-150, F-250, and F-350 – were stripped out, brand loyalty fell to 49.5%,” the study finds.
A similar phenomenon happens to Chevrolet. “Chevrolet brand loyalty in 2022 was 56.3%. When the Silverado was removed, it fell to 47.9%.”
