Ford Auction: Brand Value and Models That Move

By paying careful attention to the demands and desires of its customers, Ford has built a strong rapport as a car manufacturer. Simply put, Ford is trusted. Trading for over 115 years, the brand enjoys high visibility and undisputed authenticity.Ford caters to a wide variety of customers. It offers everything from luxurious cars (under the Lincoln brand) to the economy, commercial, and even electric vehicles. Yet, every brand has a bread and butter product. For Ford, that’s trucks. Ford’s share of the U.S. truck market rose from 21% in 2018 to 25% in 2021, and the company’s F-Series truck has been the top-selling truck in America for 45 consecutive years.1 Ford’s success in the truck market has helped the brand grow its market share.

It has also allowed Ford to further capitalize on the great demand for trucks and sport utility vehicles. Wholesale truck and SUVs sold in North America rose from 82% in 2018 to 97% in 2021. Ford’s shifting sales have mirrored the broader shift to trucks and SUVs by American households. U.S. truck sales rose from 69% of total vehicle sales in 2018 to 78% in 2021. The growing consumer preference for SUVs over passenger cars is thought to reflect a trend toward vehicles becoming rolling entertainment centers built for comfort. The newest fleet of Ford vehicles spans virtually all price points and needs. From capable trucks like the Ranger and F-150 to the fuel-efficient Fusion, the powerful Mustang, and the spacious Expedition.