Ford’s multilayered response to the ongoing pandemic has led to the company being named among the top most trusted U.S. companies. A recent consumer trust survey puts Ford up there with Target, Apple, Nike and Disney, as well as COVID-19 vaccine maker Pfizer.
Ford is the only U.S.-based full-line automaker named in the report, which examines the impact of COVID-19 on consumers’ trust level. It was conducted by Morning Consult, a data intelligence company, in March. The firm surveyed more than 330,000 consumers in the U.S. and other countries including Canada, Mexico and China.
While most companies have not seen a negative impact from their actions over the course of the pandemic, the survey found only 21 percent of consumers trust brands more because of their responses. Companies that built trust over the past year are seen as having taken proper precautions – protecting their staff and customers and helping their employees and communities.
Ford’s response to the pandemic reflects the values of the Ford+ plan in caring for each other. The company’s efforts include Project Apollo, producing more than 180 million pieces of personal protective equipment and medical equipment, such as masks and face shields, patient ventilators and other items. The recent launch of Ford’s #FinishStrong campaign encourages people to come together and help save lives until the COVID-19 pandemic ends.
Ford has also built trust as consumers rely on its vehicles to venture back out into the world for summer vacations, according to a summary of the report from the Detroit Free Press. The goodwill established with consumers over the past year could ultimately factor into future purchase consideration. “While price is still paramount, auto companies that are trusted by consumers can use trust in their brands as an additional selling point to distinguish themselves from competition,” the study’s authors told the Free Press.
Click here to read the Morning Consult report.