Our next feature from our Ford Survey reveals previous owner findings.
These initial findings are based on submissions from 6th December 2023 to 4th January 2024.
The survey was communicated to Electric Road’s database and social media audiences. The total submission base, at the time of compiling, was 1,417 achieving a 64% completion rate. We will continue to promote this survey and will publish findings on an ongoing basis.
All of our brand surveys are open to all drivers (of all ages of car & fuel types) be they a current owner, a previous owner, a prospective one or they simply have a view on that particular brand. We wanted to understand where drivers are in relation to certain car brands from what they have driven, are currently driving, what they’re considering and ultimately, what the brand means to them. This feature focuses on previous Ford owners.
User Profile
Previous owners make up the largest respondent source in the Ford Survey. Clearly, they must have something to say!
Previous Owner – Type of Ford
Unsurprisingly, over 44% used to own a hatchback. Given their range of hatchbacks over the years there’s undoubtedly a fair number of previous Fiesta, Focus & Mondeo owners in this pool to name but three models.
Previous Owner – Fuel efficiency
Nearly 80% considered the fuel efficiency of their previous Ford to be ‘Average’ to ‘Good’. Their current car may well be the key reference point here having a more efficient engine or being fully electric.
Previous Owner – Fuel type
The vast majority of previous Ford owners owned petrol models followed by diesel ones.
Previous Owner – Current fuel type
Interesting to see that previous Ford owners (of which the majority drove petrol cars, 73.1%), have gone to both diesel & electric in similar volumes!
Previous Owner – Current brand (Top 5)
BMW & VW are the most popular brands that Ford owners move onto. BMW is clearly an aspirational brand for many and VW offers an element of this along with its overall sensibility & practicality. It’s also interesting to see KIA, Hyundai & Tesla in the top 5 given just under 30% of previous owners have moved to electric.
See what current Ford owners are saying HERE
