Fuel Economy Still Key Decision Point for Truck Buyers, Towing Tops List

According to new research just issued, since 2010 buyers rating “fuel economy and mpg” as extremely to very important increased significantly from 55.4 percent to 71.1 percent in 2014. – despite dropping prices at the pump.

That said, fuel economy trails functional requirements truck buyers demand, such as towing capability. Some 80.9 percent rank that purchase consideration as extremely to very important, which is consistent with market findings in 2010. “Like car buyers, truck buyers have high expectations for advanced technology and innovation,” said John Krafcik, president of TrueCar.

“With the average full-size pickup transacting over $40,000, it’s a must that new generation trucks have improved fuel economy and more truck capability – from payload to towing – than ever before.”

With current fuel prices hovering just above $2.00, there has been a shift toward utilities and pickups and a waning demand for cars and hybrids. However, the benefits of fuel economy are not lost on the modern full-size truck buyer; when gasoline prices rebound to more normative levels, expect MPG to remain top of mind for these consumers.

“The full-size pickup buyer’s demand for improved towing and payload performance remains unaltered,” said Krafcik. “What has changed is that the buyer now expects the best of both worlds: more utility and more fuel efficiency.”

Category: Featured, Fuel & Oil