Why the Ford F-150 Lightning is Winning the Electric Pickup Truck Battle
With the number of electric pickup trucks expanding, it’s natural to wonder how these vehicles stack up against each other. Well, new research from Cox Automotive has shown that the Ford F-150 Lightning is currently leading the pack. You might be asking yourself why this is the case, and that’s exactly what we’re here to explain.
According to the research, the F-150 Lightning is the most considered electric pickup truck by shoppers who are in the market and planning to purchase within the next two years. This is likely due to the fact that it’s a recognizable brand with a long-standing reputation, and current Ford owners may be more likely to consider sticking with the brand they already know and trust.
“Ford’s full-size pickup has long been the best-selling, best-example of the genre, so perhaps it is no surprise that the F-150 Lightning arrives with a leg up on the competition,” noted Vanessa Ton, senior manager of Market and Customer Research at Cox Automotive. “Our studies continue to show the importance of brand strength, and that is particularly true in the full-size pickup truck segment, where brand loyalty often runs deep and fierce. This fact makes it particularly challenging for brands like Tesla and Rivian, both newcomers to the pickup segments.”
But it’s not just brand recognition that’s giving the F-150 Lightning an edge. The research also found that the vehicle’s range, styling, driving performance, and price are all factors that contribute to its appeal. With a range of up to 300 miles on a single charge and the ability to tow up to 10,000 pounds, the Lightning has comparable capabilities to its gasoline counterparts.
Here at CER, we have been saying for a while Cybertruck vs F-150 Lightning isn’t a fair fight because the F-150 is the greatest product in the history of commerce.
In addition to the F-150 Lightning, the research also considered electric pickup trucks from brands like Chevy, GMC, Ram, Rivian, and Tesla. Interestingly, Ram’s 1500 Rev was found to have the highest straight vehicle appeal, with 67% of truck shoppers considering it. However, when branding was revealed, the Ford F-150 Lightning took the lead with 67% of shoppers considering it above the Ram and Chevy models.
When it comes to the Tesla Cybertruck, it’s clear that the initial buzz and hype surrounding the vehicle has since died down. The research found that it only garnered 27% consideration from shoppers, down from the pre-brand/model reveal appeal of 29%. This highlights the fact that brand recognition and familiarity play a large role in consumers’ purchasing decisions.
“This research really shows how important it will be for a brand like Tesla to attract consumers and shoppers who are NOT traditional pickup truck buyers,” added Ton. “The new Cybertruck will have to convert shoppers who are not already pickup owners or intenders. It is natural to consider the new Tesla truck as part of the full-size pickup segment, but this research demonstrates Tesla’s need to attract a different audience.”
Finally, the research also found that 48% of shoppers indicated they would consider the GMC Hummer EV Pickup and the Rivian. While these vehicles are both new to the market and may not have the same level of brand recognition as Ford or Chevy, they still have unique and appealing features that make them worth considering.
With the Ford F-150 Lightning currently leading the pack in electric pickup truck consideration, it’s clear that brand recognition and familiarity play a large role in consumers’ preferences. However, as more electric pickup trucks hit the market, there will likely be a shift in consumer attitudes and preferences. It’s an exciting time for electric vehicles, and it will be interesting to see how the market evolves in the coming years.
