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Since the dawn of automobiles, people have devoted themselves to trucks. The love of certain truck brands has been passed down from generations. It’s probably easy to guess which full-size truck has the most brand loyalty in 2024. 

Which full-size truck has the most brand loyalty for 2024? 

According to the J.D.Power U.S. Automotive Brand Loyalty Study, the full-size truck with the most loyalty is the Ford F-150. 

This probably isn’t a surprise as the Ford F-150 has been the most popular truck for decades. Plus, it consistently has year-over-year sales growth. 

When drivers want a new truck they tend to stick with the F-150 over and over. Ford truck owners have a 65.1% loyalty rate. Toyota trucks came in second place with a 60.8% loyalty rate. 

Other interesting takeaways from the study include that Honda has the highest SUV loyalty with a rate of 64.2%. Subaru SUVs have a 62.6% loyalty rate. 

Toyota has the highest rate of car loyalty at 62.5%. Honda cars came in second with a 58.8% loyalty rate. 

The 2024 Ford F-150 off-roading in the dessert
2024 Ford F-150 | Ford

This study uses data from the Power Information Network to calculate if an owner purchased a vehicle from the same brand after trading in an existing vehicle. 

Customer loyalty is based on the percentage of drivers who stick with the same automotive brand when upgrading. Only sales from new-vehicle franchised dealerships qualify. 

In 2023, the Ford F-150 sold 750,789 trucks. But the 2023 Toyota Tundra only moved 125,185 models. The 2023 Chevrolet Silverado rings in with 555,148 units sold. Also, the Ram 1500 moved 539,477 models. 

I guess the people who are loyal to Toyota are going for Tacoma trucks. The Toyota Tacoma sold 234,768 models in 2023. 

People are drawn to the Ford F-150 because of its brand recognition. It has been popular for years. Also, it offers diverse models to meet various needs and different price ranges. Stay tuned to see how this full-size truck finishes the year.

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Staff Writer

Allison Barfield

Allison Barfield joined MotorBiscuit in 2020 and covers all things trucks, SUVs, and Jeeps. Having grown up on a farm in Rock Hill, South Carolina, she’s no stranger to the “Best in Class” truck and SUV debates; people in her hometown were always gathering to help work on vehicles together, and deliberation would naturally arise.

Allison graduated from the University of South Carolina with a degree in Media Arts. She has helped bring awareness to issues Women In Trucking face and has promoted Truckers Against Trafficking, an anti-trafficking NGO.

A fan of creatively dark literature, Allison appreciates the works of Shirley Jackson and Emily Dickenson. She lives in a mountainous area of the country and enjoys off-roading and camping. Her dog, Bruce, often joins her in testing trucks and SUVs for our site.