Ford’s Maverick Continues To Win Accolades; Other Ford Products Also Win

Maverick Continues Its Winning Streak

If you have been following Torque News lately, you probably have noticed lots of good news for The Blue Oval’s entry in the compact portion of its pickup range. The vehicle is the Maverick, which has received great reviews from Consumer Reports.

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For example, a couple of years ago – the year it was introduced – the Maverick was named the vehicle of the year in 2022. It repeated in 2023. More recently, the Maverick received the 2024 Automotive Loyalty Award from S&P Global Mobility after “the compact (or mid-sized, as S&P classifies it) pickup took home the top spot in its segment.”

The Maverick joins another pair of Blue Oval products, the Ford Expedition, “which took home a win in the full-fixed utility segment, as well as the Lincoln Nautilus, which was recognized as the winner in the brand-new ‘Overall Loyalty to Model’ category.’”

Marketing Has Changed Dynamic

“As far as the overall market goes,” says the Ford Authority (FA). However, waning inventory over the past few years has put a dent in overall customer lo loyalty across the automotive market, S&P notes, that improving levels as of late are beginning to reverse that trend.” Says FA, loyalty improved year-over-year for the first time since 2019, rising 0.89 percentage points to finish 2023 at 51 percent.”

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Interestingly, one of the things that have become apparent over the last few years is that “customers are more comfortable to consider and purchase a new vehicle outside their preferred brand,” Joe LaFeir, president of automotive insights S&P Global Mobility, noted that “concerted efforts from OEMs to improve retention through unique marketing initiatives, alongside improving inventory levels and great new products are resulting in a stabilizing of loyalty levels, after several years of decline.”

Helps To Understand the Market

“These awards exemplify the industry’s competitiveness and desire to improve customer retention. The awards reflect substantial fact-based analysis, which allows us to understand and determine conquest and loyalty rates while guiding OEM marketers and their agency partners to help improve loyalty programs and customer retention,” added Vince Palomarez, product management associate director, loyalty at S&P Global Mobility.

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Looking at the Maverick line overall, Ford can be proud of a product line that has improved upon its success.

Marc Stern has been an automotive writer since 1971. His automotive articles have appeared in venues including Popular Mechanics, Mechanix Illustrated, AutoWeek, SuperStock, Trailer Life, Old Cars Weekly, and Special Interest Autos. You can follow Marc on Twitter or Facebook.