Our next feature reveals prospective 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 prospective Ford owners.

User Profile

Prospective owners make up the smallest respondent group from the survey (49).

Prospective Owner – Type of Ford considering

It’s no surprise that SUVs are the most popular type of Ford being considered when you take into account both Ford’s current & future range and it’s one of the most popular car segments in the UK. Is it the death of the saloon too?!

Prospective Owner – Fuel type considered

Given our audience profile these results are no surprise either. Clearly, the Mustang Mach-E (Ford’s only current BEV) is proving to be a hit and/or there’s real interest in future Ford models such as the Ford Explorer which is due on sale later this year.

Prospective Owner – Current fuel type

Furthermore, given the results below, you could assume that some current EV owners are considering the Mach-E and/or future Ford electric models.

Prospective Owner – Current brand driven

Over a third of all prospective Ford owners (approx. 35%) are potentially coming from three manufacturers: VW, Hyundai & Vauxhall. Given the answers to the above question, many of these drivers could be currently driving an electric model from one of these three manufacturers.

See what current Ford owners are saying HERE