Ford Proves Truck Owners Are Seriously Loyal

Trucks / Comments

Ford's national truck survey reveals fascinating findings.

This Thursday, June 25, the all-new Ford F-150 will officially be revealed. Needless to say, it's a huge deal for the Blue Oval. The F-150 has been America's best-selling pickup truck for over 40 years and Ford has no intention of losing that status.

In a lead up to the reveal, Ford commissioned the Great American Truck Survey of 2,000 owners to help find out what people love most about their trucks. The survey itself was conducted by Penn Schoen Berland, a global research and analytics company. Truck owners took the survey between March 11 and March 23.

A total of 27 percent of those surveyed were between the ages of 18 and 34, while the next highest group, at 20 percent, were aged 55 to 64. Compared to rival brands, 38 percent were Ford truck owners. The male-female breakdown was 54 vs. 46 percent. Another interesting finding is that 94 percent of respondents claim they use their trucks to help others with numerous tasks, and 34 percent do so on a weekly basis.

Front Angle View Ford
2019-2020 Ford F-150 Limited Front Angle View Ford

To give a more accurate understanding of how important trucks are to Americans, the survey asked owners which activities they would give up for an entire year before giving up their trucks. The results speak for themselves:

• 82% would give up a streaming service such as Netflix.

• 79% would give up drinking alcohol.

• 71% would give up drinking coffee.

• 47% would give up using a phone.

• 44% would give up eating meat.

• 38% would give up sex.

Owners also replied that having a truck makes them feel capable, accomplished, proud, self-reliant, and dependable. Heck, 25 percent responded they've given their truck a name while 15 percent claimed they have a tattoo of their truck (or something related to it) on their body.

Front View Driving Ford
Aft View Ford
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Looking ahead a few years, respondents were also asked their opinions about all-electric trucks. A total of 40 percent are excited about the idea of an electric pickup (62 percent in California), while 38 percent are willing to buy one if they had assurance it didn't compromise on power, capability, and functionality. Another 37 percent would buy one as long as there are enough chargers, and 35 percent would take the plunge if full electrification promised lower maintenance costs.

Ford has promised to launch an all-electric F-150 in two years' time. We'll see then if these owners still feel the same.

Until then, the fourteenth-generation Ford F-150 is only a few days away.


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