Ford Survey Proves that the F-150 Lightning is an Authentic Truck

Photo Source: Ford

The Ford F-150 Lightning is attracting new types of drivers to the brand, particularly to the F-150 badge, with the manufacturer claiming it has taken note of a drastic change in the typical pickup truck buyer’s profile ever since premiering the all-electric Lightning. Indeed, as one of the first electric trucks from a mainstream carmaker, Ford needs assistance 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 starting to set itself apart in the market. It may be powered differently than the internal combustion engine-dependent F-150. Nonetheless, it still appears to be a usual pickup truck. When a run-of-the-mill 2023 Ford F-150 is put next to a 2023 Ford F-150 Lightning, neither looks conspicuously altered in exterior design.

Unexpected New Truck Buyers

Even though the F-150 Lightning is staying within the traditional truck aesthetic, early adopters need to catch up to what was once the average standard. They have been coming from some exciting places. For example, the Detroit Free Press states that over 60 percent of individuals yearning to purchase this electric vehicle are under 50. That number illustrates that most are 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. 

A Comparison of Ford Lightning Owners and F-150 Owners

Further research by The Drive indicates that several truck owners use their truck beds sporadically. The company itself offers up a few more numbers, establishing that approximately 74 percent of Lightning owners state that they use their trucks once a month for home projects such as hauling gardening supplies, appliances, lumber, and more. Once again, there is a decline compared to 51 percent of traditional pickup owners. 

The survey underscores 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 affirm that they use the truck for monthly camping excursions, compared to 40 percent of F-150 owners. With the survey propelling these figures, Ford F-150 Lightning owners reportedly use their truck bed at least once weekly at higher rates than the gasoline-powered pickup.

A New Generation of Pickup Truck Buyers

Regardless of the F-150 Lightning being an electric truck, research is increasingly displaying that owners are still working on hauling materials in their vehicles. It may have something to do with young people being more active. However, the study also found that Lightning buyers tend to be heavily technologically inclined, depending on iPhones rather than Android phones. Their penchant for being technophiles may influence the excitement they show 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 side with these findings, citing, “These people finally get their first pickup, and they’re excited. They use it like crazy.” 

The Blue Oval 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 Sunrise 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.