The number one feature? Quality.
Ford has built a reputation for building Quality cars. I don't know how many people bought Hondas and Toyotas for perceived "Quality" advantage, but that perception has, thankfully shifted. Our Escape has over 110k miles and has really only needed routine maintenance.
Number two? Design.
Ford has some excellent, striking, attractive designs. I can't tell you the number of people who have been in my vehicle and said "This is a Ford"? My boss drives Audi's and was impressed. It not only looks good, but drives great.
Number three? Bailout (Or lack there of)
People can feel good about buying a Ford, and for good reason.