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Previously, if you were a "Ford trucker", that's all you drove. In fact, this author and his friends frequently cited Toby Keith's classic whenever anyone showed an overabundance of brand loyalty. Limit hysterical advertising includes a scene with Keith hitchhiking in the desert, refusing walks from anything that lacks a blue oval on the grid. Hyperbolic, for sure, but it was a bit like that people were buying trucks at the time.
Many people are still buying new vans in this way, but according to a recent survey, buyers are becoming less and less loyal as truck prices continue to rise.
Average transaction prices have steadily increased to about $ 36,000 in the United States, but buy-back prices are not representative of the national average. Your average collection in the United States costs about $ 48,500. Although you can absolutely get them cheaply, the option other than that of a normal cab with the basic engine will push you well beyond the $ 30,000 mark.
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CarGurus recently conducted a survey of 1,067 current and former pickup owners. The general consensus? Trucks are not good value for money and have begun to suffer in terms of overall quality. In fact, 68% of owners surveyed said their vehicle was too expensive. While this certainly did not destroy the segment (the notion itself is laughable), 17% of respondents said they would probably not buy another pickup.
While 24% cited overly ambitious prices as the main reason for dropping trucks, 42% claimed that energy efficiency was the main reason for the advertised exchange. Of the former pick-up owners who have already switched to another type of vehicle, 37% now drive an SUV or crossover, and 35% choose the proven sedan.
the Detroit Free Press We contacted Madison Gross, director of consumer information at CarGurus, to see if it was possible to draw more. "What an interesting discovery in this study," said Gross. "What we see as the number one reason people change is that trucks are energy inefficient and expensive. Switching to a big SUV might not make as much sense as a sedan. "
Gross also said that buyers are less likely to stay true to their current brand, although the data provided is not sufficient for us to be able to agree without warning. The study showed that 70% of truck buyers were considering trading brands if their favorite brand "raised prices by $ 10,000". This is a fairly modest increase from 64% last year and could potentially be attributed to a reasonable margin of error. But it is also formulated in such a way as to make disagreement difficult. Gross elaborated further.
"Year-over-year, the $ 5,000 threshold has not changed much, but at $ 10,000, it's really interesting," she said. "We've seen truck manufacturers expand the audience they want for the truck. In the past, it was mainly for an active or commercial buyer. Now people are driving him in everyday life. So, the change of loyalty to a brand is also impacted. "
Toyota owners stand out as the most loyal customers, with 40% saying they would not buy another brand's pickup. National brands were closer to each other, with around a quarter of their existing customers saying they would at least consider switching brands. Ford was the most common choice, outscoring his rivals by a few points. At the same time, Ford owners were slightly more likely to choose Ram in the event of a nameplate exchange.
[Images: Ford; FCA; General Motors]
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