Ok, anyone interest in the electric truck survey really ought to ready the original report from Autolist.
Poll: Consumers prefer EV trucks from GM, Ford over Rivian, Tesla Cybertruck, but not by much
There is much more helpful information in it that clarifies the different ways consumers are approaching these options.
First age is a really good surrogate for willingness to buy any electric vehicles.
Popularity by age group
Autolist’s survey found that the popularity of Tesla’s Cybertruck was closely linked to the age of the respondent: the younger the consumer, the more likely they are to choose the Tesla.
It was the most popular choice by a wide margin among respondents 18 to 28 years old, with Ford’s F-150 Electric ranking second with this age group, Rivian’s R1T coming in third, and GM’s EV truck in fourth.
The Rivian was the most popular with shoppers 29-35, followed by the GM, the Ford, and the Tesla. Those results repeated themselves for shoppers 46-55 years old.
For all other age groups, it was the GM electric that was on top, followed by the Ford, with the Tesla Cybertruck on the bottom.
So right here is the problem for GM and Ford: their strongest support is from truck buyer in or nearing retirement. While they may have the money for expensive trucks, they aren't going to be easy conquests to any electric vehicle. Ford and GM will certainly have little incentive to get seniors out of profitable ICE vehicles and into electrics.
By contrast Tesla gets strongest support among young adults. Openness to new technology amd new aesthetics is greatest in this age group. The only hold back is the affluence to afford higher end vehicles. But I think Tesla is optimizing value and price here. So Tesla is well positioned to pick up a lot of younger buyers.
Middle age consumers seem most impressed with the exterior stylings of the Rivian. This is a good start, but will it be enough to draw buyers away from ICE trucks and into the electric market? If styling was a prime consideration, Ford and GM can easily match the styling. It may well be that the LL Bean aesthetic is the right note for many EV pickup buyers, but it is too easily copied. By contrast, Ford and GM will have a much more challenging problem matching the value, performance and price of the Cybertruck. (When is someone going to design a skin for the Cybertruck that looks like a Rivian?)
Finally, it is really helpful to compare the top reasons why a certain truck is preferred.
Cybertruck:
- Expected performance (50 percent)
- Expected efficiency (tie -- 33 percent)
- Tesla’s AutoPilot (tie -- 33 percent)
- Tesla’s Supercharging network (29 percent)
- Expected practicality and features (26 percent)
GM undisclosed EV truck
- Prefer/trust GM brands more than others (62 percent)
- Expected reliability (41 percent)
- Expected performance (37 percent)
- I currently own or have owned a GM pickup (27 percent)
- Expected vehicle size (27 percent)
I want to contrast Tesla and GM respondents. Clearly GM will be banking on its brand and loyalty to that brand. This works for retention, but nothing stands out as a basis for conquest. Tesla OTOH is all about the performance and value that is the Cybertruck delivers. Notice that efficiency and Supercharging rank highly. This suggests that those preferring a Cybertruck have a keener appreciation for the practicality of EV ownership. Fuel efficiency is not likely a big value for current owners of fuel guzzling trucks, but it has a huge impact on electrics from how far you can tow stuff to how quickly you can charge. Consumers that are serious about EVs will care about charging, range and efficiency. So my impression is that Cybertruck fans are much closer to converting to an EV truck than are GM fans.
I think that Tesla will do very well in the early adoption stage of the EV truck segment. The relative advantages of incumbents will wear thin as the market transitions to early mass market, unless they are able to deliver solid value consistent with their brands. Even so Ford and GM will be fighting a battle of attrition to hang on to an aging consumer base. Tesla and Rivian will likely win over the loyalty truck owners who are most ready to switch to EVs. Often we hear concern about whether diehard truck traditionalists can be won over. I would recommend that the most resistant to change are most irrelevant to the emerging EV truck market. The focus rather should be on the easiest to convert within the next 5 years.