USA's love affair with trucks show no signs of slowing down
Americans would give up alcohol, smartphones, even sex, before letting go of their pick-ups..
The humble pick-up truck has many variations. The mains ones are either the regular mid-size trucks like the Ford Ranger, Toyota Hilux, Volkswagen Amarok, etc., or the full-size pick-ups, which most of the rest of the world outside America don't get. We're talking segment stalwarts like the Ford F-150, Chevrolet Silverado, and Ram 1500. And at the launch of the 14-generation F-150 last week, Ford released some interesting facts it got from a survey of truck owners.
2020 Ram 1500
To show just how much trucks mean to them, four in five people would give up alcohol before they gave their keys away. Almost one in two would give up smartphones. And more than a third would actually give up sex, before giving up their pick-ups. If you think it's crazy, 15% of truck owners have a tattoo of their truck, or related to their truck, on their body. Let that sink in for a minute.
Data images from Ford
I know what you're thinking, and you'll be wrong (as was I, when I saw the data) - the preconception that this is a male-dominated market is just not true. 46% of truck buyers in the US are female, and the biggest age demographic for buyers is between 18-34 years (27%), followed by 55-64 year-olds.
Data images from Ford
Also interesting was the survey respondents' take on electric pickups. 40% of existing owners are excited about the forthcoming of EV's in their segment, and this number increases to 62% for California. Interesting snippets from the survey show more than a third of potential buyers prioritising things like power, charging infrastructure, and lower maintenance costs.
It's good info for Ford - they're slated to launch an electric F-150 in a couple of years' time. While the survey shows 'excitement' levels about an EV pickup rather than actual people who would throw down money for one, it's still positive news for the Blue Oval.
It also bodes well for other marques looking to make a statement in the electric segment, namely Telsa with their Cybertruck, but also makers like Rivian with their R1T.