Ford leads in pickup truck customer loyalty for 2025

Analytics firm J.D. Power has released its 2025 study results, showing that American automaker Ford ranks first in customer loyalty among all brands offering pickup trucks.

The researchers measured brand commitment by analyzing how often car owners purchase another vehicle from the same company when replacing their old model.

The survey revealed that Ford pickup owners are the most likely to buy a new vehicle from their preferred brand, with an impressive 66.6% loyalty rate. The closest competitor, Japanese company Toyota, posted a result of 61.2%.

J.D. Power experts note that this high driver satisfaction stems from Ford's consistent model quality, well-considered technical solutions, and attention to end-user needs. Even amid recent economic challenges like rising vehicle costs and new tariffs, Ford has maintained its position as the sales leader in the U.S. commercial vehicle market.