In spite of numerous supply chain constraints including the semiconductor chip shortage, the new Ford lineup is full of compelling options that have attracted quite a few owners of “other” brands to The Blue Oval in recent months. This remained true in the month of April, as a number of key new Ford models – including the Ford Maverick, Ford Mustang Mach-E, Ford Bronco Sport, and Ford Bronco – are currently contesting at a rate of 70 percent, according to the automaker’s latest sales report.
This trend is nothing particularly new, as all of these vehicles have performed well in terms of conquest sales for months now. The 2022 Ford Maverick, for example, is attracting not only owners of other brands and models like the Honda Civic at high rates, but also a large number of first-time truck buyers as well – roughly 70 percent of its customers thus far. The same rings true for the 2022 Ford F-150 Lightning, as the vast majority of reservation holders for the EV pickup are new to Ford.
The same rings true for the Ford F-150 PowerBoost hybrid and Ford Mustang Mach-E, which – along with the Maverick hybrid – have helped Ford enjoy a tremendous boost in electrified vehicle sales over the past several months by attracting a large number of owners from rival brands.
As for the Ford Bronco, the rugged reborn SUV also enjoys a 70 percent conquest rate with its biggest detractors coming from its main rival – the Jeep Wrangler. As a whole, newer Ford trucks, SUVs, and crossovers contributed to a 62 percent conquest rate in the month of March, so the automaker is already picking up considerable steam even on top of its previously impressive numbers, which bodes well for FoMoCo’s future prospects as supply chain shortages eventually begin to ease.