For years, Toyota was the industry leader in value-driven trucks. Though Ford trucks boast a mythological status in their branding and toughness, Toyota built a niche as a viable, budget-conscious option. Now, Ford has successfully blurred the line between ruggedness and affordability. In the process, the American auto giant has unseated Toyota as the value-conscious brand to beat, according to Vincentric.
Vincentric finds value across the auto industry
Vincentric is a data management and insight company. It looks at the automotive industry through a business lens and analyzes the data compared to advertisements and the public’s perception of the industry.
The company uses a cost-of-ownership database that combines financial breakdowns of the industry with an easy-to-digest performance algorithm that several carmakers and publications use to publish data. Vincentric recently announced its 2022 Best Value in America award winner in categories ranging from luxury car brand, which went to Lexus, to compact car, the Honda Civic.
Vincentric also looked at how Ford’s 2022 lineup compares to Toyota’s, and the findings might shock potential truck buyers.
What makes Ford trucks’ value tough to beat?
Vincentric measures value by comparing the purchase price to ownership costs, including maintenance, fuel efficiency, and standard upkeep. Though one vehicle might sell for cheaper upfront, Vincentric’s method help shoppers measure whether the long-term finances reflect the current cost. In other words, it’s not just about how much it costs you today. It’s about which car will drain your bank account less over the next five years.
In 2021, Vincentric awarded Toyota the Best Value Truck Brand award alongside the Tacoma and Tundra in their respective categories. It was no surprise, and though General Motors took home awards for larger trucks, Ford’s shutout marked a decisive shift. The Blue Oval took the lack of trophies to heart and turned the tables in 2022.
Ford recently won Vincentric’s Best Value Truck Brand award for 2022. The automaker went from being underrepresented in the pickup category to leading the pack in just one year. In an interesting twist, Toyota and GM were shut out of this year’s truck categories as Jeep and Chevrolet won the two classes that Ford did not.
Vincentric named the 2022 Ford F-150 the best full-size half-ton pickup truck and the Ford F-250 the best three-quarter-ton model. The F-150 is no stranger to the Vincentric awards, but it came back with a vengeance after losing last year. According to Vincentric, the pickup won for its improved fuel economy and cheaper operating costs. That helped analysts determine a better long-term forecast for the half-ton superstar.
The 2022 Ford F-250 won for similar reasons. It’s a surprisingly fuel-efficient truck for its size, and its “Ford Tough” build stands up better than some of the manufacturer’s previous offerings.
Ford’s forward-thinking paid off
Observers often view Ford as that middle ground between luxury and affordability. As automakers need to provide more value to survive, they’re capable and willing to play the market and give consumers a vehicle they can be happy with down the road. Though Ford still has a ways to go overall, Vincentric shows what just one year can do to bolster one’s reputation.
And just because Vincentric didn’t award Toyota for its pickups this year doesn’t mean the Japanese automaker will fall behind. However, with Ford closing that gap between quality and value, Toyota might need its own marquee year to remain in the running.