What makes current truck owners so passionate? What do they want out of their future trucks? Ford recently commissioned a Penn Schoen Burland (PSB) survey of 2,000 current truck owners to find out.
Those surveyed ranged from construction workers to C-Suite executives, and everything in-between. Their ages were widespread as well. Persons aged 18 to 34 made up 27 percent of the respondents. Those over 65 years old and between 35 and 44 represented 17 percent while two decades worth of owners aged 45 to 64 made up the remaining 39 percent, split nearly evenly.
Photo courtesy of Ford Motor Company
Just 38 percent owned Ford trucks. Fifty-four percent were men and 46 percent were women.
PSB asked respondents which activities they would be willing to give up for a year before they would give up their truck. A whopping 82 percent said that they would give up a streaming service like Netflix, Hulu, or Disney+. Slightly less (79 percent) said they would say goodbye up alcohol while 71 percent would stop drinking coffee.
Less than half would be willing to stop using the phone (47 percent) or eating meat (44 percent). Even less would be willing to give up sex (38 percent).
Photo courtesy of Ford Motor Company
Of those surveyed, 25 percent said that they had given their truck a name, offering up the examples of Betty, Big Bertha, and Cognito. Fifteen percent of truck drivers have a tattoo of their truck or one related to their truck on their body.
According to the research, 94 percent of truck owners to help others.
Forty percent are excited about the idea of an electric pickup across the U.S. In California, that number is 62 percent.
Buyers are split pretty evenly on why they would purchase an electric pickup. Most (38 percent) want assurances that they won’t have to compromise on power, capability, or functionality. Thirty-seven percent say they need enough places to charge and 35 percent say that they’d switch if the electric truck had lower projected maintenance costs.
