Study Shows Drivers Ready for the Electric Ford F-150
Photo: Ford
We know for certain that the all-electric Ford F-150 will head to production by mid-2022, putting Ford’s bestselling F-Series at the forefront of the electric pickup truck revolution. According to a new study from Cox Automotive, drivers are ready and expect Ford to lead the way.
A recent Cox Automotive Consumer Snapshot study found that about 20 percent of all drivers looking at getting a truck over the next two years are thinking about going electric (boogie-woogie-woogie). While very few are solely considering electric trucks the percentage goes as high as 5 percent for drivers aged 18-34 and for male drivers upwards of 44 percent are interested in both options.
While both ICE and EV shoppers consider price to be a key indicator in the purchasing decision, more ICE shoppers (77 percent) considered horsepower to be important than EV shoppers (58 percent). However, EV shoppers are much more concerned about their truck having the latest technology.
Respondents were also asked to rate how appealing they find upcoming electric trucks based purely on pictures. These images excluded brand and model references. Here, the electric Ford F-150 came out on top with 59 percent of consumers considering it appealing, followed by 41 percent for the GMC Hummer EV. Surprisingly, the Tesla Cybertruck was only found to be appealing by 19 percent of respondents.
Cox Auto Previews Electric Pickups
A whopping 2.9 million pickups were sold in the U.S. last year, making up roughly 20% of the entire auto market. While electric vehicles (EV) receive significant consumer and media attention, they remain a very small portion of new-vehicle sales each month. That may well change, though, as a new breed of full-size EV pickups enters the stage.
Cox Automotive is interested in this intersection of pickup trucks and EVs. While EV share is expected to increase in the coming years, consumer adoption rate will dictate just how quickly. Full-size pickups could be the accelerant the market needs. In a recent Cox Automotive Consumer Snapshot study, we asked in-market consumers about their views of the popular, most well-known EV pickup trucks about to enter the market.