Voice of Consumer: Pickup Vehicle Buyer Profiles in North America

OEMs and Ecosystem Players Should Prioritize Investments in Digital Marketing Channels Over the Short to Medium Term

The report evaluates the growth potential of the pickup truck sector in North America (the United States and Canada), focusing on key demographics, consumer lifestyles and interests, consumer attitudes and adoption, and marketing channels. It analyzes the potential target audience, providing an overview of their behavioral patterns.

The assessment identifies notable differences between the United States and Canada. In the United States, the target audience consists of Generation X and rural residents who prioritize durability, versatility, and practicality. In contrast, in Canada, the target audience is primarily millennials, with a focus on large cities.

The report highlights the importance of features that reflect real-world needs, positioning trucks as essential for personal and professional life. By emphasizing these values and optimizing marketing efforts, brands can establish a stronger connection with this consumer base, enhancing long-term appeal and loyalty.

In response to economic pressures, the report recommends promoting affordable hybrid and electric models, flexible financing, and customization options that combine utility and cost savings. Highlighting family-friendly features and enhanced towing capabilities is also suggested to broaden appeal. Aligning brand messaging with consumer values of practicality, tradition, and reliability can boost customer loyalty and market reach.

Marketing campaigns should highlight cost-effectiveness, reliability, and real-life utility of pickup trucks. While traditional advertising channels, such as television and radio, remain dominant in this sector, the focus in the short to medium term should shift toward digital engagement via social media and digital video content. This is driven by consumers’ increasing usage of smartphones, smart TVs, and laptops.