In a recent study, researchers found that the Ford F-150 Lightning is more likely to attract prospective buyers then offerings from General Motors, namely the Chevy Silverado EV.
According a report from Cox Automotive, the Ford F-150 Lightning is at the top of list for consumers looking to purchase a new electric vehicle. The research demonstrates that shoppers are more likely to consider an EV truck from a brand they’re familiar with or currently own.
It’s worth noting that the F-150 Lightning is the only truck in the study whose consideration increased after the product was revealed.
“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,” Cox Automotive Market and Customer Research Senior Manager Vanessa Ton stated in a prepared statement. “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.”
In regard to the specific factors that are important to consumers, the Ford electric truck topped all categories, including overall look/styling and technologically advanced. As a whole, this study appears to indicate that prospective buyers are highly influenced by reduced fuel costs and the expected positive environmental impact of driving an EV. Of course, pricing woes remains a sticking point for many customers.
“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,” Vanessa Ton added. “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.”