Written by Josh Fried

2022 saw over $86M in political ad spending surrounding energy. Almost $70M was spent on national energy Issues. There was also spending on a host of state energy Issues. California saw the most state energy spending at almost $5M. 2021 only saw $883K in national energy spending. The increase in energy spending draws parallels to an industry at the crossroads of clean energy and expanding market share: electric vehicles (EV’s). Electric vehicles can comprise of both electric cars, as well as such as electric vehicle pickup trucks. As EV’s enter the US, some political leaders are beginning to incorporate electric vehicles into their political agendas. For example, CA Governor Gavin Newsom (D) wants to have new cars and “light trucks” in the state to be 100% electric by 2035.

While much of the electric vehicle growth has focused on electric cars such as the Tesla Model 3 and the Ford Mustang Mach E, electric vehicle pickup trucks such as the Ford F-150 Lightning began to receive national attention this year. In late 2022, the F-150 Lightning received the 2023 MotorTrend Truck of the Year award and the Edmunds Top Rated Best of the Best 2023. These publications have historically been a revenue generator for automakers as they head into the new year. Unlike current electric cars on the market, American made electric vehicle pickup trucks represent the first attempts by automakers to bring electric trucks into the existing market by appealing to mainstream truck buyers.  This is significant because the gas powered Ford F-150 and Chevy Silverado are currently the top two sellers in the country, respectively.  Transitioning the top two selling trucks in the country and converting them to EV’s marks a shift in the way automakers are approaching EV growth. This blog will analyze advertising behind three EV pickups in the US market: the Ford F-150 Lightning EV, the Chevy Silverado EV, and the GMC Hummer EV. These unique models provide an understanding about the future direction of American EV pickups and the political/environmental implications they carry for the future of the US pickup truck market. 

The Ford F-150 Lightning, which first came into the marketplace in April 2022, popped some eyebrows with new features that were previously not found in its gas powered version. Whether it’s the Lightning’s ability to serve as a home power generator during a dangerous hurricane or the ability to use the Lightning’s “Frunk” as a diaper changing station, the F150 Lightning shows how Ford has attempted to enhance its truck technology with the introduction of an EV pickup. As the Lightning is already competing in the marketplace, there have already been ads on broadcast TV.  Notably, 75% of the F-150 Lightning airings are in California. California is one of the first states in the nation to offer a $7,500 EV rebate to residents who buy an EV.

A bar chart showing electric vehicle pickup trucks in each state

Since the F-150 Lightning’s debut, there were 427 broadcast airings in 2022. Dealerships across the country have begun to tout the F-150 Lightning to prospective buyers. One notable ad with 141 airings came from Fiesta Ford in the Coachella Valley near Palm Springs. The ad touts how Ford is “Investing in the Future” by investing in new automotive pickup technology. As the EV pickup market continues to become more competitive, The F-150 Lightning’s introduction as one of the first American EV pickups on the market coupled with disproportionate airings in California are indicative that Ford may not be targeting traditional pickup truck markets with the Lightning compared to the gas powered F-150.

an ad showing electric vehicle pickup trucks

The Chevy Silverado EV is another EV pickup truck that is attempting to establish itself in the US EV pickup market. While the Silverado EV may not be on the market until at least later this year, that hasn’t stopped Chevy from going on the air. Like the Lightning, an important feature is its “Frunk”.  Although the Silverado EV is currently not on the market, there are already broadcast airings across the country with Texas being the top state. In 2022, there were 13,956 airings specifically mentioning the Silverado EV which represents a much larger presence on broadcast than the F-150 Lightning. Houston tops all markets with a total of 94 broadcast airings.

a bar graph showing electric vehicle pickup trucks

A notable Silverado EV ad, which had 2,244 airings, demonstrates the utility of this EV pickup by highlighting taking a boat out to the lake. The ad features the Silverado’s 400 mile range on a full charge, which is 100 miles more than the maximum range for the F-150 Lightning. The ad also touts that the Silverado EV Pickup is an EV for “everyone, everywhere”. This ad attempts to show that Silverado EV is marketable beyond the traditional pickup truck demographic and is a model that every American would enjoy driving. The Silverado EV’s pre production airings highlight a new pickup for a new generation of drivers.

An ad showing electric vehicle pickup trucks

The GMC Hummer EV Pickup is a unique entry into the EV pickup lineup. The GMC Hummer combines the boxiness of the Hummer with the flatbed of a GMC Pickup. Like the Silverado EV, the GMC Hummer Pickup is currently not on the market, but its ads are already on the air.  So far, there have only been 31 airings on broadcast. Of the market airings, the Peoria-Bloomington, IL market has seen the most (4). Bloomington, IL is also the location of the new Rivian Factory, a fellow competitor that also has an EV pickup on the market.

While the F-150 Lightning and Silverado EV ads mainly touted the unique features of their own EV Pickups, the GMC Hummer EV Pickup utilizes the power of celebrity. The ad features LeBron James, drawing parallels between the NBA superstar changing the direction of the NBA and the GMC Hummer EV Pickup taking pickup trucks in “directions never thought possible''.  GMC having LeBron star in their ad is significant because it is one of the first times where we have seen celebrities tout an EV pickup truck. GMC Hummer is attempting to use the power of celebrity to attract customers to the EV pickup segment while Ford and Chevy specifically highlight new and innovative features that don’t exist in their gas powered counterparts.

The F-150 Lightning, Silverado EV, and GMC Hummer EV represent new unique EV pickups to the US market.  While the F-150 Lightning is currently the only model mentioned currently in the market, the Silverado EV has seen the most airings so far. In 2023, the US EV pickup market is expected to become even more competitive with the emergence of new vehicles such as the Rivian R1, Tesla Cybertruck, GMC Sierra EV and the Lordstown Endurance EV (there have not been any broadcast airings for these respective models).

 As broadcast EV pickup truck airings continue to increase across the country into 2023, these airings may captivate the interest of many Americans who will be learning about these EV pickups for the first time.  As a result, new questions may begin to arise.  What implications do increased EV pickup airings have on American automobile consumer purchasing habits, particularly those Americans who have driven a gas automobile or pickup their whole life?  What implications do EV pickups carry for automaker goals around Climate Change and reducing emissions? How will politicians on both sides of the aisle react to more EV pickups entering the market and the Federal EV rebates that come with them? These questions reflect the challenges and opportunities for the US EV pickup market in 2023 and beyond.  Don’t be surprised if you start seeing more of these electric vehicle pickup trucks on a road or Interstate near you in the coming months!

If you're interested in more industry analysis, check out our blog on airings during the World Cup.

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