Topic: pickup trucks
For the past two years, CarGurus has surveyed pickup truck owners on their sentiments towards the category, its brands, and its vehicles. This year, we conducted an iteration of the study in early February before the coronavirus shutdowns and benchmarked it with one in September. What we found is that the Covid-19 pandemic has spurred demand, especially among younger car shoppers, but affordability concerns remain in the category.
Last month, CarGurus checked in with current and former pickup truck owners for the second year in a row to see if their attitudes toward the category, its brands, and their vehicles have changed. Overall, the survey uncovered that brand loyalty among pickup truck owners is beginning to decrease compared to one year ago. This becomes especially true when truck owners are asked about their brand loyalty in conjunction with increased prices. The survey results were as follows: