The Detroit three will be able to lean on decades of building a customer base and experience in truck making to attract buyers to their electric pickups, putting the startups at a disadvantage
Shoppers who say they are considering buying an electric pickup in the next two years are a lot like traditional truck buyers. That’s good new for Detroit’s big three, and bad news for start-ups, because brand loyalty is playing a big role in what vehicles shoppers consider buying.Lightning is the electric pickup truck that shoppers are the most interested in buying in the next couple of years. However, on specs alone, another option comes out on top.
While that’s good news for Detroit, it may be a harder pill for startups to swallow. Rivian fared admirably, more or less tying withon its consideration scores. That’s an impressive feat for a startup, but given the price gulf between the two vehicles, Rivian has a lot of work to do before it can consider itself a mainstream player.
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