While America’s roads may be clogged with gas- and diesel-powered pickup trucks, an impending tidal wave of electric products is about to flood into the market. However, consumer demand for electric pickup trucks (EV pickups) is among the lowest compared to other intended segments. Just 12% of future mid-size and 8% of future full-size pickup truck intenders plan to take the plunge into going all-electric. Yet despite lower demand for electric than other segments, EV pickups look to have the most adventurous and feature-demanding buyers, giving automakers the opportunity to introduce many new features and technologies.
EV Pickup Intenders View Their Vehicle as Being More of a Lifestyle Companion
An impressive 84% of EV pickup intenders say their vehicle needs to accommodate their active outdoor lifestyle, compared to just 59% of ICE pickup intenders. When researching and shopping around, finding a vehicle that matches one’s self is also much more of a “must” for EV pickup intenders compared to ICE pickup intenders as 77% (+25% pts) stated their vehicle should express their personality, style, and individuality. “What these data show is that EV pickup truck intenders are a different breed,” says Product and Consumer Insights Analyst, Robby DeGraff. “Compared to a typical ICE pickup truck intender, they’re way more adventurous and desire a vehicle whose role is to serve as a proper companion with all the right equipment to support their hobbies.”
Source: AutoPacific 2023 Future Attribute Demand Study
EV Pickup Intenders More “Wowed” by Innovative Features and Tech than ICE Pickup Intenders
Manufacturers of EV pickups, both startup and legacy, are unearthing exterior and interior packaging innovations, resulting in new features and tech that haven’t yet been seen before. While some of these new features may be offered on existing ICE or diesel pickup trucks, AutoPacific research shows EV pickups offer the perfect home for them as demand for modern technology and features is much higher among EV pickup intenders. “With 75% of EV pickup intenders saying they want their next vehicle to have the most modern technology available, compared to less than half of ICE pickup intenders, automakers clearly have a welcoming buyer, a statistic also shown when looking at feature demand,” says DeGraff. Even relatively simple, routine features that have been around for years, like power tailgates, lockable under seat storage, pickup bed extenders, and bed tie-down rail systems are considerably wanted more by EV pickup truck intenders. In the coming years, EV pickups may become the go-to, ideal choice for adventurous consumers in need of a unique, innovative vehicle that’ll lower their carbon footprint. Automakers will need to be ready to answer the demand for features and technology that supports their pursuits both on the pavement and beyond.
Source: AutoPacific 2023 Future Attribute Demand Study