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Discussion Starter · #1 ·
A new study by Cox Automotive has revealed that people that are looking for an electric pickup are most excited about the electric F-150 over the Hummer EV, Rivian R1T, and the Cybertruck.

Can't say I'm not too surprised since Ford is the most established truck brand. But i'm sure that'll change when the other EV trucks start production ahead of it.



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That was a really interesting study. By the looks of the charts, especially that last one, I'd say that Team Hummer should be very proud of where they are, considering that they're technically the newest competitor to the field (even though the Hummer name is the second oldest historically, after Ford), and they're comfortably in second place to the brand of trucks that's been America's #1 selling vehicle for about 2 decades now.
 

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Thanks for sharing. That last chart is interesting though as Ford has shared nearly no information on their electric truck so I am not sure how anyone can have an opinion on many of the attributes. I am assuming that Ford's version will be very similar to their gas one though so many of those some attributes should be similar - such as interior and exterior design. But, we don't know the horsepower or electric range or anything like that. Let's see when the more mainstream Chevy version comes out given that the Hummer version is admittedly more extreme (in both "capability" and price) than what many people would desire/need.

I do find it also interesting given that Tesla supposedly has somewhere over 600,000 preorders on the truck last time I checked. Also, Sandy Munro (he mainly does car teardowns on Youtube) had a poll of his viewers on whether he should get a Rivian or a Hummer for his next electric car teardown. That poll supposedly was something like a 95% to 5% of Rivian to Hummer. That was very disappointing though as I don't think he will see much different battery/battery pack technology with the Rivian than with Teslas he has already done. The GM Utlium platform will utilize totally different technology than either Rivian (or Tesla for that matter) with their pouches and wireless battery technology being unique amongst the three brands.

But, good for Ford for somehow breaking through the noise and getting to the top of the heap - at least for now. If the Ford electric truck is anything like the electric Ford Transits, which are very underwhelming in comparison to the Brightdrop EV600, maybe GM has a chance to chip away at it with superior technology.
 

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Thanks for sharing. That last chart is interesting though as Ford has shared nearly no information on their electric truck so I am not sure how anyone can have an opinion on many of the attributes. I am assuming that Ford's version will be very similar to their gas one though so many of those some attributes should be similar - such as interior and exterior design. But, we don't know the horsepower or electric range or anything like that. Let's see when the more mainstream Chevy version comes out given that the Hummer version is admittedly more extreme (in both "capability" and price) than what many people would desire/need.

I do find it also interesting given that Tesla supposedly has somewhere over 600,000 preorders on the truck last time I checked. Also, Sandy Munro (he mainly does car teardowns on Youtube) had a poll of his viewers on whether he should get a Rivian or a Hummer for his next electric car teardown. That poll supposedly was something like a 95% to 5% of Rivian to Hummer. That was very disappointing though as I don't think he will see much different battery/battery pack technology with the Rivian than with Teslas he has already done. The GM Utlium platform will utilize totally different technology than either Rivian (or Tesla for that matter) with their pouches and wireless battery technology being unique amongst the three brands.

But, good for Ford for somehow breaking through the noise and getting to the top of the heap - at least for now. If the Ford electric truck is anything like the electric Ford Transits, which are very underwhelming in comparison to the Brightdrop EV600, maybe GM has a chance to chip away at it with superior technology.
Looking at BrightDrop, and the fact the USA is going to be looking for mail trucks, I think GM has opportunities galore, and for companies bidding against GM I just say good luck, making their own battery cells and their scale gives them a huge advantage over any startup, incl Tesla.
 

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That was a really interesting study. By the looks of the charts, especially that last one, I'd say that Team Hummer should be very proud of where they are, considering that they're technically the newest competitor to the field (even though the Hummer name is the second oldest historically, after Ford), and they're comfortably in second place to the brand of trucks that's been America's #1 selling vehicle for about 2 decades now.
I like Hummer's position here, clearly the word has gotten out. I have no doubt the Ford will have good utility, but its a modification of an ICE truck and not an all up EV design, this will be a disadvantage to the upcoming Chevy in cost and efficiency.
 

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It's definitely an interesting study. It's about market perception of their sample group and it shows a lot about what people think. GM and the Hummer team are doing very well here. That said, it shows some other interesting things. People don't seem to understand CyberTruck or Rivian. And I think many "truck people" are still operating on brand loyalty and looking for Ford or GM to provide their electric truck solution. Perception is powerful. Ford is winning in this survey of perception when the only thing anyone really knows about their upcoming electric F-150 is that it is electric and it's an F-150. And if the Hummer EV proves successful, you can bet we'll see an electric entry for the Bronco, and perhaps an electric Bronco/Warthog (Maverick?) styled pickup, in short order.
 

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Discussion Starter · #7 ·
Thanks for sharing. That last chart is interesting though as Ford has shared nearly no information on their electric truck so I am not sure how anyone can have an opinion on many of the attributes. I am assuming that Ford's version will be very similar to their gas one though so many of those some attributes should be similar - such as interior and exterior design. But, we don't know the horsepower or electric range or anything like that. Let's see when the more mainstream Chevy version comes out given that the Hummer version is admittedly more extreme (in both "capability" and price) than what many people would desire/need.

I do find it also interesting given that Tesla supposedly has somewhere over 600,000 preorders on the truck last time I checked. Also, Sandy Munro (he mainly does car teardowns on Youtube) had a poll of his viewers on whether he should get a Rivian or a Hummer for his next electric car teardown. That poll supposedly was something like a 95% to 5% of Rivian to Hummer. That was very disappointing though as I don't think he will see much different battery/battery pack technology with the Rivian than with Teslas he has already done. The GM Utlium platform will utilize totally different technology than either Rivian (or Tesla for that matter) with their pouches and wireless battery technology being unique amongst the three brands.

But, good for Ford for somehow breaking through the noise and getting to the top of the heap - at least for now. If the Ford electric truck is anything like the electric Ford Transits, which are very underwhelming in comparison to the Brightdrop EV600, maybe GM has a chance to chip away at it with superior technology.
I was surprised about the Tesla numbers too. But I imagine the people that they spoke to were more traditional truck buyers than Tesla fans.
 

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Discussion Starter · #8 ·
After looking at the numbers again another thing that stood out to me is that each of the 4 trucks appealed to women more then men. I wonder if that's because more men would rather stick to gas/diesel or if there's something else I'm missing.
 

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After looking at the numbers again another thing that stood out to me is that each of the 4 trucks appealed to women more then men. I wonder if that's because more men would rather stick to gas/diesel or if there's something else I'm missing.
Men are historically slower to change. Men will come around only when new technology is proven to work and be superior. This is especially true of HD pickup customers.
 
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