Ford Survey 2024: Previous Owner – latest findings

This feature from our Ford Survey reveals the latest findings from previous owners.

These initial findings are based on submissions from 6th December 2023 to 18th June 2024.

The survey was communicated to Electric Road’s database and social media audiences. The total submission base at the time of compiling was 3,407 achieving a 70.2% completion rate. We will continue to promote this survey and will publish findings on a quarterly 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 and fuel types 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 at nearly 50%. Clearly, they must have something to say!

Previous Owner – Type of Ford

Unsurprisingly, over 45% 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 or diesel models (98.6%).

Previous Owner – Current fuel type

Looks like petrol is losing out to hybrid and electric cars comparing previous & current fuel types.

Previous Owner – Current brand (Top 5)

BMW & VW are the most popular brands that Ford owners move onto (13.7%). 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 in the top 5 given over 24% of previous owners have moved to electric.