Potential pickup buyers in the United States will automatically choose the all-electric Ford F-150 over the competition and credit that to the iconic truck's image etched on consumers' consciousness. That mainly was the result of an online survey that pitted the electrified F-150 against rivals such as the Tesla Cybertruck, Hummer EV, and Rivian R1T.
Cox Automotive posed questions that measured the four pickup brands' level of attractiveness and "familiarity" proved favorable to Ford's bet. Respondents were made to choose from the images of upcoming electric trucks and nearly six out of 10 picked the F-150.
The R1T came next and followed by the reinvented Hummer. Interestingly, the Cybertruck only managed to attract 19% of those polled, which indicated that visual appeal will play an important role in convincing would-be buyers to make the jump to an electric pickup.
However, the survey showed that when the respondents were informed that the Cybertruck is Tesla's entry, its likability surged to 32% but still unable to topple the F-150. Notably, when people became aware of Tesla and the company's EV technology, the interest level shoots up but not enough to beat the readily identifiable design that Ford employed with the F-150, according to The Driven.
The survey served as another confirmation of the Cybertruck's polarizing design and even Elon Musk seemed cognizant of this fact. The Tesla CEO recently explained that the truck's angular look is mostly about durability and not sexiness. He added that the Cybertruck's futuristic engineering is more focused on function and performance, which he pointed out are the EV's core attractions.
Musk said if the Cybertruck would turn out a flop as the new survey suggested, then Tesla will likely build an electric pickup with a more traditional design. But Tesla losing face on the Cybertruck seemed a remote possibility as the monster pickup is said to have already registered 800,000 reservations since it was unveiled last November 2019.
Meanwhile, the online poll also pointed to an encouraging scenario that consumers welcome the shift from gas-powered to electric vehicles, and more so in the case of pickup trucks. With so many EV options now available, would-be buyers are motivated to go electric in the next two years.
The research by Cox Automotive indicated that pickup trucks getting electrified has become a compelling argument for consumers to seriously consider buying an EV soon, according to Car & Driver.
It was estimated that over the next two years, four out of 10 car buyers will pick an electric pickup and their choice was influenced by the exciting development started by Ford and Tesla. The survey said vehicle buyers regard the current crop of EV models as "appealing" and it can be said that "EV pickups are a catalyst for EV growth."
