Welcome to Day 19 of "25 Brands Unwrapped." Throughout this campaign, we are utilizing synthetic personas generated from U.S. government data to conduct deep-dive audits into major global brands.
Today, we analyze Ford.
The following data represents the responses from 1,000 synthetic respondents. The survey covers brand perception, leadership sentiment, product value, and competitive threats.
What is the first word that comes to your mind when you hear Ford?
Reliable
How would you describe the "typical" customer of Ford?
All responses are unique. Samples:
"Working people who need a tough, reliable vehicle — farmers, tradesmen, and families who value durability."
"Someone who needs a hard-working, dependable vehicle — usually working-class, likes trucks, practical and not flashy."
"Practical, hardworking people who need a dependable vehicle for work and family — often suburban or rural, value American-made trucks and utility."
If you could rename Ford to describe what they actually are, what would you call it?
Top Responses:
"Workhorse Motors" (644), "Dependable Motors" (81), "Reliable Motors" (47)
Describe Ford in exactly three words.
American: 84.8%
Practical: 67.6%,
Reliable: 45.0%
If you could fire the CEO of Ford, would you? (Yes/No)
No: 96.4%
Yes: 3.6%
If you met the CEO of Ford, what is the first question you would ask them?
Result: Top Responses:
"How are you making sure Ford vehicles stay reliable and affordable for everyday people?"
"How are you balancing the push to electric vehicles with keeping prices and maintenance affordable for everyday customers?"
What is the maximum price (in dollars) you would pay for a Ford before walking away?
Average: $28,896.01
How long do you expect a Ford product to last?
Average: 10.5 years
If you could change one thing about the product, what would it be?
Result: Top Responses:
"Better fuel economy and lower maintenance costs."
Who is the biggest threat to Ford?
Result: Top Responses:
"Tesla"
"Tesla and fast-moving EV startups"
What is the best alternative to Ford?
Result: Top Responses:
"Toyota"
"Chevrolet"
Why haven’t you switched to a competitor yet?
Result: All responses are unique. Samples:
"Because I know and trust them, parts and mechanics are available, and they have a track record of reliability."
"I'm used to Ford, parts and service are familiar, and switching costs money I don't have right now."
"Familiarity, a strong dealer and service network, and a product lineup that meets my practical needs."
On a scale of 0-10, how much do you trust Ford?
Average Score: 6.2
Result: Score 4: 0.5%, Score 5: 4.0%, Score 6: 72.7%, Score 7: 22.7%
Do you think Ford’s best days are ahead of it or behind it?
Ahead: 83.5%
Behind: 16.5%
If Ford went out of business tomorrow, would you care? (Yes/No)
Yes: 54.1%
No: 45.9%
Does Ford actually care about its customers?
Yes: 67.5%
No: 32.5%
Do you know the name of Ford’s CEO?
No: 68.6%
Yes: 31.4%
Does the CEO’s public behavior make you less likely to buy from Ford?
No: 95.8%
Yes: 4.2%
Do you think the leadership at Ford is competent?
Yes: 84.8%
No: 15.2%
Is the leadership of Ford a liability to the company?
No: 84.6%
Yes: 15.4%
Do you think the CEO uses their own product?
Yes: 80.4%
No: 19.6%
Do the executives at Ford seem out of touch with reality?
No: 71.7%
Yes: 28.3%
Would you buy a Ford if it weren't on sale?
Yes: 70.8%
No: 29.2%
Is Ford worth the money?
Yes: 83.8%
No: 16.2%
If Ford raised their prices by 10%, would you still buy it?
No: 74.4%
Yes: 25.6%
If a competitor offered a similar product at a slightly lower price, how likely would you be to switch? (Likert scale)
Average Score: 3.4
Result: Score 2: 14.3%, Score 3: 31.4%, Score 4: 50.8%, Score 5: 3.6%.
Has the quality of Ford declined recently?
No: 80.9%
Yes: 19.1%
Is Ford too "woke"?
No: 98.6%
Yes: 1.4%
Are you loyal to Ford because you like it, or because you’re stuck?
Like it: 79.0%
Not loyal: 15.1%
Stuck: 5.9%
Do you think Ford will exist in 10 years?
Yes: 100.0%
How likely are you to purchase from Ford in the next 6 months?" (Likert Scale: Very Unlikely to Very Likely)
Average Score: 2
Result: Score 1: 14.8%, Score 2: 71.2%, Score 3: 13.1%, Score 4: 0.9%.
See you tomorrow for Day 20!