R_1_T
Well-Known Member
I wasn't referring to buyer demographics in any way - just the market segment itself. Styling jokes aside - the R1T is essentially an extremely capable, BEV Honda Ridgeline. Despite Honda's reputation for quality, it's never really caught on. Partially because it's not considered a "real truck" and partially because it's always had awkward styling. The R1T is a supermodel by comparison and LOOKS more like a traditional pickup.I think you make some good points; however, I am not sure you got the target buyer segment correctly.
Although I agree the pickup market is very difficult to crack, I do not believe the R1T is in competition with traditional pickups from the big 3 (or 5 depending on how you target). The R1T is not a work truck, so I don't think it is competing with the F150 Lightning for example.
The buyers of R1T, at least from simplistic impressions on this board, seem to be people who will replace their SUVs or crossovers with something "different" and that does not look like a work truck. R1T buyer is far less concerned about payload, utility, towing ability, etc. than wheel design, 0-60 performance, infotainment, etc.
For example, a buyer of a RAM 1500 PowerWagon or even TRX is not interested in the R1T. They don't see the R1T as a serious 'truck,' they actually ignore it. They want to drive the 'big boy' trucks, which I still haven't figured out what it actually means.
So, I believe the R1T is creating its own segment, competing with CyberTruck, and not just because they are EVs, but more about the intended use of those.
I agree that most people are using pickups as SUV/CUV substitutes and often end up purchasing vehicles for the just in case 5% scenarios. There's also a size=safety perception which factors into the purchase decision.
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