The Ford Super Duty has long held a spot on Kelley Blue Book’s most considered vehicles list, which the company updates quarterly via its Brand Watch report. Most recently, in Q2 of 2022, the Ford Super Duty finished fourth on the top five list of the most considered pickups on the market, ranking behind the segment-leading Ford F-150, but ahead of the GMC Sierra 1500. Now that the Q3 Brand Watch report has been released, it reveals that the Super Duty slipped to fifth place on this same list last quarter, while its Ford F-Series counterpart – the Ford F-150 – finished as the most considered non-luxury vehicle and pickup on the market.
The Ford Super Duty closed out the quarter by ranking behind the F-150. As far as the overall pickup segment goes, consideration from shoppers grew slightly, from 32 percent in Q3 of 2021 to 33 percent in Q3 of 2022, commanding one-third of the total new vehicle market as a whole.
The top considered vehicles list is one component of KBB’s quarterly Brand Watch report, which is a consumer perception survey that weaves in shopping behavior to determine how a brand or model stacks up with its segment competitors based on a dozen factors key to a consumer’s buying decision. Kelley Blue Book produces separate Brand Watch reports for non-luxury and luxury brands each quarter.
Meanwhile, Ford held onto its position as the second most considered non-luxury brand behind Toyota after briefly taking over the top spot back in Q4 of 2021. The Ford F-Series continues to see its average transaction pricing rise as a result of this high demand, which is prompting customers to seek out lower trim levels, as well as stretch out their financing/lease terms in an effort to lower monthly payments to a more affordable level.