Ford Study: Pickups Are Better Than Sex


2019 Ford Raptor
Ford says 38% of the people they surveyed would rather give up sex than their Ford pickup. REALLY?

Thatís one of the findings of Fordís 2020 ďGreat American Truck Survey.Ē Itís being released as the company prepares to roll out the all-new Ford F-150 pickup truck. Itís the first big reveal from Ford since COVID-19 hit and new vehicle debuts were put on hold as the company built life-saving equipment to fight the coronavirus.

While the past several months have certainly been challenging Ford says truck sales in America have actually surpassed car sales for the first time in history, as Americans look to the power, versatility, and security a truck offers.

The new Ford commissioned survey of 2,000 pickup owners gives us some insight into truck customers and how much they live, love and work with Americaís most popular vehicle.

Among other top findings, the study found:


  • Not giving up my truck. Truck owners would rather give up streaming services like Netflix or Hulu (82%), drinking alcohol (79%), drinking coffee (71%) and having sex (38%) for a full year, before giving up the keys to their truck.
  • Lending a helping hand. Truck owners see themselves as dependable Ė and rightfully so given nearly all (94%) of truck owners report they have used their truck to help others.
  • Trucks are especially useful in dangerous situations. The survey showed that trucks are seen as especially useful in emergencies such as driving through rugged terrain to rescue someone, or driving others to safety in a natural disaster. While it would be difficult to predict the events of the past several months, these trends point to the uptick the industry is seeing in truck over car sales Ė truck owners feel they are seen as a hero and rescuer in these uncertain times.
  • Warming up to electric. Nearly half (40%) of truck owners are excited about the idea of an electric pickup Ė especially encouraging as Ford plans to introduce an all-electric version of its F-150 within the next two years. The top reasons truck owners would switch to an electric pickup truck? if they had assurance an electric truck didn't compromise on power, capability and functionality (38%) and if they had assurance there are enough places to charge their vehicle (35%).

To see the entire study and a timeline of Ford truck history, click here.

An all-new F-150 debuts on Fordís YouTube channel on Thursday, June 25, followed by the new Ford Bronco on July 13.
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