Ford Authority

KBB Brand Watch Report Finds More Shoppers Are Considering Electrified Vehicles

Though some recent studies have found that most U.S. car shoppers would prefer to stick with ICE-powered vehicles, at least for now, there are indications that people are gradually becoming more interested in electrified vehicles. The latest evidence of that comes to us from the most recent KBB Brand Watch Report, which found that the number of people shopping for electrified vehicles (which includes EVs, plug-in hybrids, hybrids, and fuel cell vehicles) hit an all-time high in Q1 at 19 percent.

“As automakers introduce more electrified vehicles in their vehicle lineup, we are seeing shopping consideration increase and ultimately sales follow,” said Vanessa Ton, senior industry intelligence manager for Kelley Blue Book.

Perhaps unsurprisingly, the latest KBB Brand Watch report also found that sales of electrified vehicles rose along with shopper interest. Sales grew by 81 percent in Q1 versus last year as automakers sold over 300,000 electrified vehicles for the very first time.

Unfortunately for Ford, Japanese automakers Toyota and Honda fueled this growth with hybrid vehicles, as both dominated the top ten most-shopped electrified models list. The only purely electric vehicles to make the cut came from Tesla, but these rankings figure to undergo a big shakeup in the coming months, as more and more electrified vehicles hit the market and sales of the Ford Mustang Mach-E continue to eat into Tesla’s market share.

There was one bit of good Blue Oval news stemming from KBB’s Brand Watch report, however – the Ford F-150 is still the most-shopped truck in America, as we reported just last week. The all-electric version of the F-150 – the 2023 Ford F-150 Lightning – is also set to be revealed next week.

However, those trying to get their hands on an ICE-powered 2021 Ford F-150 are running into a bit of a snag, as the semiconductor chip shortage has had a major impact on production, to the point where dealers won’t be seeing any meaningful inventory until August, at the earliest.

We’ll have more automotive insights like this to share soon, be sure and subscribe to Ford Authority for continuous Ford news coverage.

Brett's lost track of all the Fords he's owned over the years and how much he's spent modifying them, but his current money pits include an S550 Mustang and 13th gen F-150.

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  1. JimL

    I’m definitely considering it, and that’s a recent change for me. If the charging network is vast and fast — as easy to find as a gas station, and 300 miles charge in 15 minutes — I’ll be full in.

  2. Me


  3. Tom

    Automobiles were not forced on people as they replaced the horse. They were simply the better transportation solution. Likewise, don’t force EV’s on me through government tax credits and coercion. Let the market decide.

  4. Mark L Bedel

    I’m sure many folks are and will continue too be. It’s what’s next in transportation evolution. Although, there seem to be rumblings again about hydrogen…either way, petroleum fuel is slowly on the way out, just like the dinosaur carcasses that made it possible…

    1. Lee

      Good grief. How can y’all read this nonsense and NOT COMMENT? Ford Owner is STILL revealing his(her?) level of intelligence by name calling anyone with an opinion that differs from his/hers.
      Guess what else, y’all? Petroleum didn’t come from the emaciated remains of dinosaurs. To be sure, Mother Earth is still brewing it.
      But just like politicians, it’s believed that if y’all tell the same lie over and over, again and again, eventually everyone has to swallow it as truth.
      That’s where all of this battery operated, electric vehicles BS is headed.

  5. Mick1

    When electric vehicles cost the same as ICE, it’s GAME OVER


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