Ford Keeps Top Truck Loyalty Ranking in 2026 Study
Despite record recall activity, Ford continues to lead the truck category in customer brand loyalty.
Updated on Oct. 23, 2026 in Trucks
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Would you continue to buy from a brand that recently issued a record number of recalls?
Ford maintained its position as the top brand for truck loyalty in the 2026 JD Power US Automotive Brand Loyalty Study, which tracked consumer transactions between September 2025 and August 2026. The company achieved a 66.2% loyalty rate, leading the truck category for the fifth consecutive year.
Why it matters
Understanding brand loyalty helps truck owners gauge the resale value and long-term reliability of their vehicles in an increasingly competitive market. High loyalty rates suggest that many owners continue to return to the brand for their next purchase despite the manufacturer facing a record number of recent recalls.
Ford secured a 66.2% loyalty rate in the 2026 JD Power truck category, outpacing runner-up Toyota at 62.2%. This performance occurs against a backdrop of 153 recall campaigns launched by Ford in 2025 and a $165 million NHTSA civil penalty issued in November 2024.
The players
Ford
A major automotive manufacturer that produces a wide range of trucks and consumer vehicles and currently manages high-volume recall activity.
Toyota
A global automotive manufacturer known for reliability and mass-market appeal that placed second in the truck loyalty category.
JD Power
A data analytics firm that provides consumer insights and quality benchmarking across the automotive industry.
NHTSA
The federal agency responsible for maintaining safety standards and regulating the automotive industry in the United States.
General Motors
A leading automotive manufacturer that previously held the record for the highest number of annual recall campaigns in 2014.
The details
The study utilized transaction data from franchised new vehicle dealerships to measure how often owners return to the same brand. To address recent quality concerns, Ford has consolidated its engineering, manufacturing, supply chain, and quality departments. The company also hired approximately 300 veteran engineers to serve as internal auditors to monitor production and help reduce the number of problems per vehicle, which stood at 156 per 100 vehicles in 2025.
Timeline
2014: General Motors set the previous record for annual recalls at 77.
November 2024: Ford received a $165 million civil penalty from the NHTSA.
2025: Ford launched 153 recall campaigns in the United States.
September 2025 - August 2026: Timeframe covered by the JD Power loyalty study.
The Home Front
Ford continues to command strong truck-owner loyalty despite a significant rise in recall activity that surpasses historical records from other manufacturers. This trend contrasts with the company's internal efforts to restructure quality management and improve vehicle reliability benchmarks.
Truck owners should verify the recall status of their specific vehicle using the VIN lookup tool on the official NHTSA website. If you are considering a new purchase, track your specific model’s history and ensure all past safety updates have been addressed by a licensed service center.
The takeaway
Brand loyalty remains high for truck owners even when manufacturers face significant quality and recall challenges. Consider using the official manufacturer recall portal to monitor your own vehicle and ensure all required repairs are completed on time.
Further reading
For more on the current market landscape for pickup owners, explore our Trucks section.
Live Poll
Would you continue to buy from a brand that recently issued a record number of recalls?
