Ford F-150 Lightning Owners Use Their Trucks for 'Truck Stuff' - Even More Than ICE Owners

Matthew Guy
by Matthew Guy

A frequent remark about EV pickups is an argument that thanks to the limitations of electric motors and their attendant batteries, trucks powered by electrons can’t do the same amount of work as their gas-powered twins.


Turns out, if Ford’s findings are any indication, some EV pickup owners are actually using their workhorses more frequently than ICE owners. 


According to a Ford study cited by the Detroit Free Press, 74 percent of F-150 Lightning owners use their trucks once a month for home projects such as moving things like mulch, dirt, flooring, or drywall. Contrast this with owners of F-150s with internal combustion, a group of whom 51 percent used their truck once a month for such projects. Drilling further into the data, 27 percent of Lightning buyers are apparently using their truck’s bed for home project hauling once a week versus just 14 percent for F-150 ICE buyers. Roughly 3,500 buyers participated in the digital survey, carried out between September 2021 and October 2022.


There could be a couple of factors at play here. It is documented that a not-insignificant number of Lightning buyers are first-time truck owners, suggesting they’re experiencing the wonders of simply being able to make a Home Depot run for the first time. Specifically, more than half of Lightning buyers are coming from a non-pickup compared with roughly one-third for the standard F-150. After all, if people are trading out of a snazzy SUV or crossover (and some are) then they may be more likely to load up on mulch for their backyard garden or cart home supplies for a home improvement project. Newfound abilities can be exciting. How long it lasts until the bloom falls off the rose is a conversation for another day.


And while the novelty of having a pickup surely plays a role in these usage statistics, there’s also the realization that Lightning owners can deploy the utility of their truck’s enormous frunk as part of these hauling activities. It’s unlikely most would pile smelly compost in that area, but it can absolutely be used to haul home ancillary project gear sized correctly to fit in the frunk’s cube-shaped space.


Elsewhere in the survey, Ford says more than 60 percent of Lightning owners are under 50 years of age, and very nearly all (90 percent) are trading out of a non-electrified vehicle. Roughly 70 percent have a bachelor’s degree, compared to 42 percent in ICE trucks, and one-third have a graduate degree. Roughly 14 percent of ICE owners can claim the latter, apparently. In other words, it seems the Lightning is bringing a markedly different type of customer to the table than its gasoline-powered cousin.


[Image: Ford]


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Matthew Guy
Matthew Guy

Matthew buys, sells, fixes, & races cars. As a human index of auto & auction knowledge, he is fond of making money and offering loud opinions.

More by Matthew Guy

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  • Stuki Moi Stuki Moi on Mar 08, 2023

    "Truck stuff" is sleeping in the bed. Such that you're out of the wind at night. And your tent is out of the wind on the road/trail.......


    A "roof top tent" is _SUV_ stuff. Makes a bit of sense when you are limited to Land Rovers. At the speeds which those travel at, along Serengeti safari trails. While their passengers film videos of Zebras.


    Just figured I'd point that out. Who knows, doings so may, perhaps, save another hapless soul from overexposure to #dumbage.... And even if not, at least I tried....

  • Carilloskis Carilloskis on Mar 18, 2023

    I bought a Lightning and use it for truck stuff plus commute. I regularly fill the bed of the truck up. The frunk is extremely useful as well. It replaced my 2013 F150 5.0. I replaced my raptor with a Bronco. If you are not towing a trailer long distances the Lightning is a great replacement for ICE trucks. I have towed in town , hauled heavy loads and regularly fill the bed of the truck.

  • Mister They've got their work cut out for them. I live in a large metropolitan city of 1.2+ million people, the is a single Mitsubishi dealer. It's really more like a used-car dealer that sells Mitsubishi on the side. With the remarkably cheesy name of "Johnny Legends".
  • Kjhkjlhkjhkljh kljhjkhjklhkjh WHAT !?
  • Jeff Matt--I think this is a good move for Mitsubishi to expand their presence with satellite dealers. I had a 85 MItsubishi Mighty Max and my sister had a 83 MItsubishi Starion. MItsubishi needs to add a compact pickup to compete with the Maverick and the Santa Cruz but offer it for less. A smaller more affordable truck will sell. I believe MItsubishi should still offer an inexpensive subcompact like the Mirage it will sell in a slowing car market with high msrps. Yes I know the Mirage is probably going to be canceled but I believe in these times it is a mistake and they should reconsider cancelling the Mirage. Toyota is having problems selling the new redesigned Tacomas and Tundras with the turbo 4s and 6s. Most Tacomas have MSRPs of well over 40k. There is room for MItsubishi to grow their market share with more affordable vehicles. I am not saying Mitsubishi is going to overtake Toyota, Honda, or Nissan but they should take advantage of the more affordable market segment that these companies for the most part have abandoned. MItsubishi doesn't have to be the biggest just increase sales and become more profitable.
  • Cprescott More hideous garbage.
  • Jalop1991 Mitsubishi is planning dealer expansion? What, the dealer will be adding a customer-only bathroom?
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