Ford Survey Puts a Positive Spotlight on F-150 Lightning’s Hauling Prowess

Photo Source: Ford

The Ford F-150 Lightning is drawing in new types of drivers to the brand, particularly to the F-150 badge, with the company declaring it has taken note of a drastic change in the profile of the typical pickup truck consumer ever since it premiered the all-electric Lightning. Indeed, as one of the first electric trucks from a mainstream manufacturer, Ford needs help to keep up with demand. Some of that demand is arriving from some unconventional places, at least in terms of the individuals who tend to purchase a full-size truck. 

As an electric truck, the F-150 Lightning is beginning to distinguish itself in the market. It may be powered differently than the internal combustion engine-dependent F-150. However, for all intents and purposes, it still appears to be a commonplace pickup truck. When a typical 2023 Ford F-150 is put next to a 2023 Ford F-150 Lightning, neither looks dramatically altered in exterior design.

Surprising New Demographic

Even though the F-150 Lightning is not deviating from the traditional truck aesthetic, early adopters are shifting from what was once the norm. They have been coming from some exciting places. For example, according to the Detroit Free Press, more than 60 percent of individuals looking to get their hands on this electric vehicle are under the age of 50. That number indicates that most are either Millennials or Generation X. Another marked difference is that 70 percent of buyers have bachelor’s degrees. Compared to trucks with an internal combustion engine, that figure drops to 42 percent. 

Ford Lightning Owners Versus Ford F-150 Owners

Further research by The Drive suggests that many truck owners use their truck beds sparingly. The automaker itself offers up a few more numbers, demonstrating that approximately 74 percent of Lightning owners claim to use their trucks once a month for home projects such as hauling gardening supplies, appliances, lumber, and more. Once again, there is a dip compared to 51 percent of traditional pickup owners. 

The survey continues and highlights that 27 percent of Lightning buyers utilize their trucks for this task more than once a month, compared to only 14 percent of standard F-150 buyers. Last but certainly not least, 48 percent of Lightning owners assert that they use the truck for monthly camping excursions, compared to 40 percent of F-150 owners. With these figures in tow, Ford F-150 Lightning owners reportedly use their truck bed at least once a week at higher rates than the gasoline-powered pickup.

Who is Purchasing Pickup Trucks? It Matters

Despite the F-150 Lightning being an electric truck, research is progressively showing that owners are still working on hauling materials in their vehicles. It may have something to do with young people being more active. Of note, however, the study also found that Lightning buyers tend to be heavily technologically inclined, relying on iPhones rather than Android phones. Their propensity to be technophiles may influence the level of excitement they display upon receiving a new electric device and, in turn, how often they use it. Ford’s Jason Mase, Ford marketing general manager for electrified vehicles, seems to concur with these findings, claiming, “These people finally get their first pickup, and they’re excited. They use it like crazy.” 

The automaker is also ramping up production of the Ford F-150 Lightning to provide for ever-increasing demand. According to Ford, the new target for production is 150,000 units by the end of 2023. That means tripling output by the end of the year. That will mean more consumers can take advantage of this electric vehicle.

If the popularity of the 2023 Ford F-150 Lightning has piqued your interest, please come by NYE Ford, where our serviceable sales team can help you determine which automobile is right for you. Any financial help, needs, or suggestions can be dealt with, as we are here to make paying for a vehicle easier.