Pickups Rule the Road, But Few Are Actually Used for Work, Study Finds
Pickups are by far among the best-selling vehicles in North America, at least full-size models like the Ford F-150 and Chevrolet Silverado. One reason is that they have become extremely versatile and refined over the years, meeting a variety of needs including those of modern families.
However, according to a new study released by Strategic Vision, nearly 90% of pickup buyers say they never use them for business towing or work (whether as a mobile office or on a job site).
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Conversely, nearly 40% say they drive their truck strictly for pleasure at least once a week and 10% always use it as if it were a regular car or SUV.
Looking at specific segments, those who own a compact/midsize or electric pickup are more likely to use it for pleasure, which is of course the opposite for owners of heavy-duty trucks. Nothing surprising there.
One eye-popping stat, however, is that 63.8% of electric pickup drivers haul something in the cargo bed at least once a month, which is more than the proportion among drivers of regular full-size pickups (61.3%).
As for towing in particular, including for recreational purposes, 39% of electric pickups and 32% of regular full-size pickups never tow.
Based on the Strategic Vision study, we can conclude that the bigger the truck, the more likely it is to be used for real truck duties. That being said, image, perception and status matter a lot for many owners.
“They want that vehicle to take their self-perception and help them become their ideal self. When you get into your truck, you can be more confident, more capable, more reliable, more secure,” Strategic Vision president Alexander Edwards said in an interview with Carscoops.
The unfortunate thing about this is that, as other studies have demonstrated, taller, larger and heavier vehicles like pickups compromise the safety of pedestrians and other road users, not to mention the increased damage caused to the road surface due to the excess weight.
Now, who's to blame if pickups aren’t used very often for work—consumers or automakers with their marketing efforts? They're not the only ones, mind you. How many Jeep Wrangler owners never venture off-road? How many Porsche 911 drivers never take to a racetrack? It's all about image, once again.