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Worth a read if you're in the market for EV trucks...

TLDR highlights:
  1. EV owners surveyed do not like the Silverado EV; surprising the CEO of Autolist.
  2. Gen X and Boomers like known brands more than upstart brands Tesla and Rivian.
  3. EV trucks seem more poised to convert non-truck buyers into trucks than just upselling a traditional truck-buyer into an EV truck.
  4. The 2024 Toyota Tacoma EV has an expected $50k MSRP price tag that may be more in line with buyers' budgets.
  5. Majority of those surveyed thought these EV trucks were too expensive.


Link here, but pasted below 'cuz paywall:
November 16, 2022 08:58 AM
For the second year, Ford Motor Co.'s F-150 Lightning is the most preferred all-electric truck, according to an Autolist survey.

The Lightning not only topped its competitors overall, but ranked highly among various shoppers, including truck owners, current EV owners and those age 42 and up. Autolist, a car buying search service, surveyed the attitudes of 1,175 car shoppers toward the electric pickup truck market in October and November.

The models included in the 2022 survey were the Lightning, Toyota's Tacoma EV, Tesla's Cybertruck, Chevy's Silverado EV, the GMC Hummer SUT and Sierra EV, Ram's 1500 Revolution and Rivian's R1T. At this time, only Ford, Rivian and Hummer models are in consumers' hands, according to Autolist.

The Lightning's lead is narrowing as more options enter the market. In 2021, 38 percent of consumers ranked it first, followed by 26 percent who said they want the General Motors' Silverado EV. This year, the Tacoma EV ranks close behind.

"There's an approachability to the F-150 Lightning that the other trucks in the market don't have right now," said David Undercoffler, Autolist editor in chief.

The Lightning performs significantly better than the other electric pickups, Rivian and Hummer, that are in consumer hands. That could be attributed to a few reasons, Undercoffler said, adding the Lightning has a lower price tag and a familiar appearance. Not to mention, brand trust is an important factor, and like any newcomer, Rivian has a lot of work to do, he said.

Ford's likelihood to remain on top in 2023 depends. Ford benefitted from a lead on the market, Undercoffler said.

"Anyone out first, like Tesla for a long time, they had such a lead on electric vehicles and now their market share is shrinking, which is very understandable," Undercoffler said, adding next year's ranking could depend on upcoming announcements about the Tacoma, which is in its conceptual phase but still ranking as a close second to the Lightning.
In 2022, 24 percent named the Lightning as their top pick, followed by Toyota's Tacoma EV at 20 percent, Tesla's Cybertruck at 15 percent and the Chevy Silverado EV at 13 percent. The Ram 1500 Revolution was the top pick for 9 percent of shoppers, ranking over GMC's Hummer EV SUT (7 percent) and Sierra EV (6 percent), as well as the Rivian's R1T (6 percent).

"Trucks have always been a cornerstone of the US auto market, and truck buyers are among the most brand-loyal in the industry," Corey Lydstone, CEO of Autolist, said in a statement.

Those loyal shoppers ranked Ford (26 percent), Toyota (20 percent) and Chevy (13 percent) in their top spots, while non-truck owners ranked Toyota first, followed by a tie between Tesla and Ford. However, non-truck owners were more likely to consider an electric truck as their next purchase, Autolist noted.

Tesla's Cybertruck also brought differences among EV owners and non-EV owners. For EV owners, 20 percent preferred the Cybertruck, compared to 14 percent of non-EV owners. Non-EV and EV owners alike favored the Lightning, differing mostly when it came to Toyota and Tesla.

EV owners reacted poorly to Chevy's Silverado EV, Autolist said in a statement. These shoppers were less than half as likely to choose Chevy's electric truck than their non-EV counterparts.

"We were expecting that Chevy's considerable experience with the Bolt and the Volt models would translate into excitement by EV owners for the Silverado," Lydstone said in a statement. "But in fact, it had the opposite effect."

Gen Z shoppers were most excited about the Cybertruck, with 32 percent ranking it first, however, the Tesla model ranked lower and lower among older age groups.

Ford took the top spot among Gen X and Baby Boomers and Toyota was preferred by millennials. The two brands consistently ranked high across age groups, which will be essential to their success, according to Lydstone.

While shoppers might rank the electric trucks, many have concerns about buying one. More than half say they are too expensive, half cite concern over access to charging and 35 percent note concerns about the vehicle's range.

"When you hear about or read about these new models, it's usually in the context of their six-figure price tags; this does little to convince people that electric trucks are a viable option for the near future," Lydstone said in the statement.
 

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Will Toyota get a Tacoma EV out in 2024? Maybe … I’d avoid it personally. Toyota is the most EV hating OEM in the lot. They lobbied the US against EV’s to the tune of millions, far exceeding the lobbying by gas and oil. Instead they pushed this stupid hydrogen idea which thankfully a flop. They’ve finally realized what a mistake they’ve made and are working towards ‘a plan’ (any plan) by early next year for EV’s. They have no architecture, background or resourced spent on EV’s and now they’re caught flat footed. I betcha that Tacoma will be a ICE body with a bolt on platform from somebody - maybe MEB.

As to why they’re so against them, to a suicidal degree, my guess is that it’s due to the Japanese power grid. They don’t want to import electrons from their Frenemy China presumably, so really depend on an Energy based system (Oil/nuclear) that can be easily imported via shipping, not a work based (electricity). And with land such a premium the economics aren’t good for renewables, grid batteries, etc I would expect. Maybe they could make it up with Nuclear but I imagine they have mixed feelings about that for a number of reasons (Fukashima most recently).

Anyhow I wonder if the Silverado dislike was the show car. I dismissed it out of hand initially, didn’t even look into the truck because that blue bomb was garish and ugly. Too much bling which I think was a mistake. I had to dig into the truck to realize I liked it.
 

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2022 Kia EV6 GT-Line AWD, 2022 Rivian R1T
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If a Tacoma EV comes along I would be interested but I don’t expect them to use the reservation system and they may not sell them in all states, much like the Rav4 Prime.

Honda is not breaking any speed records to bring an EV to market either!
 

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SilverDan, an ice platform like your bolt? 😂 I would take our RAV4 prime over the bolt any day in EV mode or Hybrid mode. Its a better built EV in every way, they are begging people to buy the bolt and people will pay Lexus prices for the prime. We just put down a deposit for the new Prius Prime we like our rav4 Prime so much. Again it seems very likely I’ll end up with a Tacoma prime or EV over an 80k Silverado at this point, we shall see. I want to get a full size with the midgate but I’m not going to pay $80k+ for questionable GM quality with unproven LG cells, for 60k I would have taken the gamble. Truth is GM is taking a completely unproven risk with full electrification while Toyotas Hybrids and Plug in Hybrids are the most reliable vehicles on sale today and ready for everyone to try electrification. We get over 200 mpg in our RAV4 prime and that’s with over 500 miles range per tank without charging. I’ll wait and see if GM can compete at all, because they have absolutely nothing now….
 

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2022 Kia EV6 GT-Line AWD, 2022 Rivian R1T
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I have and still consider the Rav4 Prime a reasonable alternative to my Kia EV6. What I don’t understand is why it is only sold in 35 states. Unfortunately ID is not one of those 35 states. Just over the border in OR dealers want $10k over MSRP for OR residents and even more for out of state.
 

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I would say there will be a good chance you can get one soon. They just migrated their whole product line to hybrid essentially and I don’t think all being primes is far behind. It was the top selling EV last year besides teslas. Toyota wants to meet demand and was just having issues sourcing enough of the Panasonic prismatic cells.
 

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I'm not surprised. Everyone I talk to seems to think the Silverado EV is the worst looking of the bunch.
I prefer the Sierra or Lightning over the Silverado but was able to reserve the Silverado and I want a $40k electric truck. :)
I would definitely consider a Toyota Tacoma EV.
 

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I want a $40k electric truck. :)
I would definitely consider a Toyota Tacoma EV.
$40K electric truck ain't gonna happen anytime soon, Tacoma included. And with truck I'm referring to anything larger than a mid-size truck, such as Tacoma. Mavericks and such aren't trucks. 🤦‍♂️
 

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$40K electric truck ain't gonna happen anytime soon, Tacoma included. And with truck I'm referring to anything larger than a mid-size truck, such as Tacoma. Mavericks and such aren't trucks. 🤦‍♂️
The reason why I reserved a Silverado EV was because of the price not the appearance.
Let's hope by the time we are able to order that the MSRP is still around $40k.(y)
 

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Let's hope by the time we are able to order that the MSRP is still around $40k.(y)
One can only hope. Maybe, just maybe, a very bare bones one with no range and no options, but based on the news and speculations, even that is highly unlikely. I think it was @Holeydonut who referred it to as 0WT as opposed to the $70K+ 3WT and 4WT that have been discussed in another thread. 😁
 
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