Kelley Blue Book says Ford trucks, SUVs look best
Apparently tough and muscular are favored by truck and SUV buyers. Who knew? In a Kelley Blue Book Brand Watch poll, active car shoppers picked the look of Ford's trucks and non-luxury SUVs over the competition.
Though the poll was done in April, current sales numbers seem to prove it, with some of Ford's pickups seeing more than 50% sales increases over last year despite rising gas prices. Ford recently increased its sales predictions of the Edge, and says its new Expedition had its eighth consecutive month of higher sales in April. Ford's May sales overall were down 10.4%, a drop the company blamed on a cutback in fleet purchases.
The KBB report is good news for Ford, of course, but KBB says it should be very interesting to other carmakers.
"As vehicle reliability reaches near-parity in the market, we predict that exterior styling will play an even bigger role in building new-vehicle sales and brand equity," said Jack R. Nerad, executive editorial director and executive market analyst, Kelley Blue Book. "The results of the Brand Watch study demonstrate that the industry is, and should be, placing great emphasis on what their vehicles look like."
The second best looking trucks, according to those polled, are built by GMC, with Chevy third, Dodge fourth and Toyota fifth. Honda brought up the rear in eleventh place. Among SUVs, Ford was first, Toyota second and GMC third. The luxury SUV segment is dominated by imports, with BMW, Lexus and Mercedes-Benz taking the top three spots.
Read the KBB press release here, and Ford's press release after the jump.
DEARBORN, May 16, 2007 - The latest automotive research from Kelley Blue Book's "Brand Watch" says Ford is tops in exterior styling for trucks and SUVs.
The research measured the perceptions of exterior stylishness among active shoppers in various categories. In the truck and non-luxury SUV categories, shoppers rated Ford products number one.
"As vehicle reliability reaches near-parity in the market, we predict that exterior styling will play an even bigger role in building new-vehicle sales and brand equity," said Jack R. Nerad, executive editorial director and executive market analyst, Kelley Blue Book. "The results of the Brand Watch study demonstrate that the industry is, and should be, placing great emphasis on what their vehicles look like."
Ford's F-Series remains the best-selling vehicle line in the United States. Along with the F-150, the lineup also includes the Super Duty trucks. Redesigned for the 2008 model year, Super Duties feature a raised nose and enlarged grill and air vents mounted on the fender behind the wheel arch.
Among SUVs, the 2007 Ford Expedition features a bold new exterior design inspired by Ford F-Series pickup trucks. The new Expedition posted its eighth consecutive month of higher sales in April.
The 2008 Escape has a completely new look inside and out, including a new rugged front and a raised belt line for a stronger look. The Ford Explorer remains a top seller in the traditional medium SUV category.
Available to vehicle manufacturers and auto industry professionals, Brand Watch taps into active shoppers to determine their perceptions of automotive brands within specific automotive segments. Brand Watch further delves into how each manufacturer's brand equity differs across vehicle segments, compares the relative standing of each make vs. competitive makes, and reveals the decision factors of car-buyers within each make and segment. Detailed demographic and psychographic information is also collected, reported and detailed throughout Brand Watch's comprehensive study which is available quarterly from Kelley Blue Book Marketing Research.
Reader Comments (Page 1 of 2)
skaz 7:55PM (6/05/2007)
Y'know, right now all of your articles are linking to the mobile version of Autoblog.
Just thought you should know.
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Don 7:58PM (6/05/2007)
The Ridgeline pulling up the rear in eleventh place.
Ah, what a nice day.
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Ben 8:22PM (6/05/2007)
ANYONE that does not need coke bottom glasses can see this. Nice that it's been recognized by Kelley.
WAY TO GO FORD.
Now ... Just keep working on the cars like your doing !!!
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3cubedminus3squared 8:23PM (6/05/2007)
This is great and all but shows no improvement in other segments besides trucks, And Ford already dominates this segment.
If you look at what people chose for non-luxury sedan, they are all Japanese.
Hopefully this changes in a few years since the new Accord and Camry really don't look good compared to a Fusion or Aura.
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Bryan 8:54PM (6/05/2007)
This is obvious. And pretty much how I feel. Ford first for trucks/suvs, GM trucks/SUV's 2nd, then Dodge, Toyota, and then Honda..LMAO 11th place. Silly wanna be hideous Turdline.
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Jeff Banks 8:57PM (6/05/2007)
Personally, I think Ford and Dodge go a little overkill on the styling of their trucks. I prefer the GM trucks.
Toyota? Well, they're a little hopeless... :)
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James 1:12AM (6/06/2007)
I am so glad to hear that Ford is in the #1 spot!!! Now they just need to keep it up and start making cars that will take over the #1 slots as well.
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whofan 9:49PM (6/05/2007)
"Among SUVs, Ford was first, Toyota second and GMC third."
I don`t agree with this. No way Toyota makes a SUV that remotely looks as good as the new Chevy Tahoe.
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Rob 9:57PM (6/05/2007)
I bet you're the type who finds their cousin attractive, also.
rob 12:32PM (6/06/2007)
oh yeah, cause that new tahoe is just take-me-down sexy. NOT.
Rob 9:56PM (6/05/2007)
That's because truck/suv owners are shallow insecure people, who want an aggressive, masculine looking vehicle to help them deal with their own insecurities. This way, nobody can accuse them of having a 'girly' car, so they get something SUPER macho just because they don't have enough self esteem to be comfortable with who they are. It's sad really.
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FermitTheKrog 10:06AM (6/06/2007)
Rob : My F150 is laughing at you
Barney 9:57PM (6/05/2007)
It almost makes a person wanting to tell "blond jokes".
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JGN 10:17PM (6/05/2007)
How a truck looks is not my main concern. I sense a hint of mockery.
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Barney 11:53PM (6/05/2007)
"I sense a hint of mockery."
I think your right. It's just a joke being played with those who buy stuff on looks alone. In this case, pickup truck buyers.
Drewboy 10:35PM (6/05/2007)
My parents have had four of the Super-Duty Fords, and my brother had an F-150 Lariat not long ago. I loved them all, and if I was to buy a truck, I'd be hard pressed not to buy a Ford. It was those trucks that turned me on to Ford, and the Focus I bought my wife has never let me down. In four years, no repairs have ever been needed. Ever. Fix or repair daily? Hardly my experience. That'd be Dodge (I had two). Still love the brand though.
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why not the LS2/LS7? 11:54PM (6/05/2007)
This seems like a very short-sighted analysis by Kelley.
Ford's vehicle (Explorer) in one of the meatiest parts of the market is doing poorly.
This whole thing seems to be predicated on the release of the Edge. That's great, but Ford won't be in that market alone for long.
I think Ford's crappy gas mileage when compared to all their competitors will hurt them a lot in the coming year.
Personally, I don't like the looks of the F-150, just as an aside. The beltline is just too high. It makes it look like an Avalanche.
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tom 12:18AM (6/06/2007)
The guy writing this article must have just bought stock in Ford and trying to bring the price up. General motors sell more pickups than Ford when you combine total pickup sales.
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Will 12:53AM (6/06/2007)
sure general motors may sell more trucks, but they also have 2 different brands around the same price. ford has the f-series and then the overpriced lincoln truck. bottom line is ford outsells chevy and that's all that matters
Tracy 10:15PM (6/06/2007)
Comparably equipped the Lincoln Mark LT is within a few hundred dollars of a Ford King Ranch.