by The popularity of pickup trucks among buyers remains exceptionally high. This is explained not only by their practicality, power, or durability. Today we will look at what the owners of these vehicles are passionate about off the road, moving away from technical characteristics like towing capabilities or torque. It turns out there is a clear common pattern in how these people spend their free time.
The data for analysis is provided by Strategic Vision, which annually surveys about 250 thousand vehicle owners across the country. The research covers a wide range of questions: from the frequency of trips for pleasure to hobbies people engage in outside the car. Below are the main hobbies of pickup truck owners, some of which may explain certain design decisions by automakers.
Camping and Outdoor Living
As mentioned earlier, almost a third of pickup truck owners go off-road monthly, with at least ten percent of them visiting truly remote places. Therefore, it’s not surprising that 36.19 percent of respondents named camping as their primary hobby. The study does not detail whether these are trips with a trailer or using rooftop tents, but it’s obvious that the pickup is seen as a key tool for such adventures, providing a sense of being able to get anywhere.
Listening to the Radio
This hobby turned out to be unexpectedly popular among pickup truck owners: 38.45 percent named it as primary. Perhaps this is explained by the fact that modern pickups are expensive vehicles, and their buyers often belong to a generation for whom radio was the main source of entertainment. Automakers apparently receive similar data from their focus groups, which explains the proliferation of high-quality audio systems in this segment. For example, GM collaborates with Bose, Ford offers excellent Bang & Olufsen systems, and Ram has options with Harmon Kardon audio systems with 19 speakers or Klipsch Reference Premiere with 23 speakers.
Watching TV
This hobby is important for 38.64 percent of pickup truck owners. Automakers actively support this trend. Almost every modern pickup, regardless of size and type of powertrain, is equipped with household-type power outlets that can even power a large TV during, for example, tailgate gatherings. Furthermore, the number and size of screens are increasing: large main displays, monitors for rear passengers, separate infotainment systems for the passenger. As an example, Ram offers a main 14.5-inch screen, while the passenger can watch their content on a separate 10.25-inch display.
Traveling Across the USA
Despite less-than-ideal handling and high fuel costs, modern pickups are excellent for long trips. 44.45 percent of owners named traveling across the country as their primary hobby. This is easily explained by comfort: a spacious cabin, comfortable, sometimes even massage-function seats, advanced driver assistance systems that ease long routes, and the already mentioned entertainment systems. As one traveler said, traveling across the country is like watching National Geographic live.
Do-It-Yourself (DIY) Projects
The stereotype is confirmed: 57.08 percent of pickup truck owners love doing things with their own hands. This is the most popular hobby on the list. Many pickups near hardware stores are not just about the practicality of transporting cargo. Automakers respond to this need by integrating various useful tools into the vehicle’s design, such as rulers, protractors, or even markings with calculations right in the bed or cabin, to make it easier for owners to realize their projects.
What Does This Mean?
It’s no surprise that pickup truck owners love camping, and manufacturers add corresponding features. But what’s interesting is that regardless of brand, size, or engine type (electric or gasoline), these people demonstrate an impressive similarity in their hobbies. They build, travel, relax, listen to music, and go hiking. Their pickup is not just transportation, but a platform for a certain lifestyle. The data clearly shows that, despite all external differences, these buyers have much in common.
This data could be significant for the future of the market. The growing popularity of electric pickups, often criticized for lacking “authenticity,” could receive a new impetus. After all, if the key needs are comfort during travel, quality sound, entertainment, and the ability to transport cargo for hobbies, then electric vehicles with their quiet cabins, powerful multimedia systems, and instant torque for towing could perfectly meet these requirements. Automakers might need to focus on developing precisely these aspects, and not just off-road capabilities, to attract a broader audience that values comfort and technology.
