According to a new report from Kelley Blue Book parent company Cox Automotive, more electric truck shoppers consider the Ford F-150 Lightning than other electric pickups. The research suggests shoppers are more likely to consider full-size EV trucks from brands they know or currently own.
Gas-Powered F-150 Has Long Held a Lead
“Ford’s full-size pickup has long been the best-selling, best-example of the genre, so perhaps it is no surprise that the F-150 Lightning arrives with a leg up on the competition,” noted Vanessa Ton, senior manager of Market and Customer Research at Cox Automotive. “Our studies continue to show the importance of brand strength, and that is particularly true in the full-size pickup truck segment, where brand loyalty often runs deep and fierce. This fact makes it particularly challenging for brands like Tesla and Rivian, both newcomers to the pickup segments.”
The Badge Alone Sways Some
The effect of brand loyalty was particularly stark in the study.
When shoppers were shown details of the trucks without revealing what brands built them, 67% of shoppers found the 2025 Ram 1500 REV appealing. When researchers revealed the Ram badge, that fell to 63%.
The Lightning had almost the opposite score – 65% of shoppers found it appealing before the researchers revealed the Ford badge. 67% liked it after the brand reveal.
In specific factors that matter to shoppers, the full-size Ford was on top in all five categories, scoring particularly well in “overall look/styling” and “technologically advanced.” The latest survey indicates that shoppers of full-size EV pickup trucks are motivated by reduced fuel costs and the expected positive environmental impact of driving an EV. As with all EVs, price is a challenge for consumers. Unsurprisingly, the lowest scores in the survey are related to price, with Tesla’s Cybertruck and the GMC Hummer EV scoring at the bottom of the list.
Tesla Cybertruck Has a Different Audience
Just 29% of shoppers found Tesla’s unique Cybertruck appealing when they didn’t know who built it. That figure fell to 27% when the Tesla badge was uncovered.
But Tesla claims nearly 2 million customers have reserved a Cybertruck, perhaps revealing that the vehicle can succeed without support from traditional truck shoppers.
“This research really shows how important it will be for a brand like Tesla to attract consumers and shoppers who are NOT traditional pickup truck buyers,” explains Ton. “The new Cybertruck will have to convert shoppers who are not already pickup owners or intenders. It is natural to consider the new Tesla truck as part of the full-size pickup segment, but this research demonstrates Tesla’s need to attract a different audience.”
