Why Ford Beat Toyota In Pickup Truck Brand Loyalty Despite Record Recall Numb

Ford is topping Toyota for truck brand loyalty despite an unusually heavy recall run. In 2025, Ford launched 153 recall campaigns in the U.S., affecting nearly 13 million vehicles—setting an industry record—and it had already surpassed General Motors’ earlier annual recall benchmark by July 2025. Even so, buyers appear to stay with the Blue Oval: a 2026 JD Power U.S. Automotive Brand Loyalty Study shows Ford earning a 66.2% loyalty rate in the truck category, compared with Toyota’s 62.2%. The study looks at whether shoppers buy another new vehicle from the same brand at franchised dealers, using transactions from September 2025 to August 2026.