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Study Shows Why Ford Super Duty Owners Will Not Go Electric Anytime Soon

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As Ford Authority reported back in May, Ford plans on electrifying its entire North American lineup at an as-yet-undetermined point in the future. Ford has already committed to going all-electric with its European passenger vehicle lineup by 2030, but commercial vehicles and heavier trucks are a bit of a wild card, as battery technology isn’t quite at the point where it’s feasible for use in those applications. This is also true of the Ford Super Duty, which as Ford Authority reported last November, won’t be going electric anytime soon. And, as it turns out, Ford Super Duty owners won’t be easy to convert if it ever does, according to new research from environmental activist group Coltura.

The report, titled “Gasoline Superusers,” sought to discover what it might take to convince drivers in the top 10 percent of gasoline consumption to switch to an electric vehicle. The organization believes that getting these superusers into EVs as quickly as possible is the key to hitting current climate goals, as they’re responsible for nearly one-third of the gasoline consumed in the U.S. each year, while the top 20 percent of gasoline users burn 48 percent.

Coltura’s research found that these superusers consume, on average, more than 1,000 gallons of gas per year, and cover three times the number of miles an average driver does. They’re also more likely to drive a pickup truck or SUV, live in a rural area that might require driving longer distances, and have similar incomes to the average of the general U.S. population. However, those folks also spend around eight percent of their incomes on gas, which is more than double what the average driver spends.

For these reasons, Coltura believes that government EV incentives should be revised to focus on gasoline consumption, rather than providing consistent tax breaks or rebates across the board. It believes that targeting gasoline superusers will reduce consumption and emissions at a faster rate, to boot.

“The current flat EV incentives are being used primarily by higher-income drivers who tend not to use much gasoline,” said Janelle London, co-author of the report and the co-executive director of Coltura.
“The people who use the most gasoline are more evenly spread across the income spectrum, and many lower-income gasoline superusers spend upwards of 20 percent of their household income on gasoline. It’s more equitable as well as more efficient to give these drivers the biggest incentives to switch to EVs.”

Even though Ford expects EVs to account for 30 percent of the full-size truck segment by 2030, the biggest obstacle to converting Ford Super Duty owners to EV owners is, of course, the limitations of EVs themselves. Towing or hauling heavy loads, as many Super Duty owners do, significantly reduces the driving range of current electric vehicles. Couple that with the lack of charging infrastructure in rural areas and the long distances many owners drive on a regular basis, and EVs will certainly be a tough sell for owners of larger trucks for the foreseeable future.

We’ll have more automotive insights like this to share soon, so be sure and subscribe to Ford Authority for the latest Ford F-Series news, Ford Super Duty news, and ongoing Ford news coverage.

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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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Comments

  1. Stephen Ketterer

    Except that it’s not about strategizing “incentives” to achieve a desired customer demographic, it’s about providing one of two scenarios:

    1. A cleaner-burning, more efficient fossil fuel vehicle, or
    2. An alternative to the current BEV technology that allows for greater energy density combined with faster charge times

    Those are the choices. Nobody I know wants to be inconvenienced by the current EV tech, that’s basically a knee-jerk reaction to a problem that does not exist.

    Reply
  2. John

    Here’s my question with the invention of biodiesel diesel is now a renewable resource so why are they pushing to get rid of it?

    Reply
    1. Lance

      Biodiesel has its limits which include getting feed stock to actually make it. Although it reduces CO2 emissions it actually increases NOx emissions. It’s also not suitable for cold weather as it will gel up as high as 50* for some formulations and it’s all useless anywhere near freezing.

      Reply
  3. Phillip h

    The same scenario with the same problems. You want a so called cleaner environment with greater efficiency (no ICE), but the infrastructure and cost effective battery technology is not here. Alot of talking by experts, but no action or clear solutions. Not to mention, how the auto industry will change.

    Reply
  4. James leone

    Big blocks forever you go ford be brave be bold that’s what I love about ford motor co the undisputed king of trucks

    Reply
  5. Frank Viola

    I do not know what happened to my last comment. My screen went blank.

    Reply
  6. Gearhead2020

    A super user is 1000 gallons a year. If you drive a super duty towing a load the mentioned 3x average mileage. That would be 45000 miles at maybe 10 miles to the gallon that’s 4500 gallons a year at over 15k cost. The mere 1000 gallons I could burn in just the motorhome and boat just for recreation in a year. People in densely populated areas will never understand the use of fuel for people that live every where else.

    Reply
  7. Lance

    Why did this even need a study? We sell trucks that tow 20-30k+ pounds and get less than 10mpg doing it. No current EV can tow more than 5k and the ones in the works are advertised at 10k. We struggle to 3-400 miles of range from a battery that takes 45 minutes to recharge. Meanwhile we can have a 3-400 mile range fully loaded in an ICE and 10 minutes to fill up. I wonder why these users won’t be buying electric anytime soon we should do a study….. *facepalm*

    Reply
    1. Stephen Ketterer

      Exactly!

      Reply
  8. Glenu

    Actually I was replying to a comment that is no longer shown on this site?? My comments only make sense if that comment was read. Thanks –

    Reply
  9. Greg

    If they go electric, I will need 4 trucks for every 1 truck I have. I run a plow business and alot of times run 24 hours or more straight. If they only last 500 miles, then will only last 4 or 5 hours of plowing with all the electric plow use. Have to go home plug it in and take next truck out. Then bring that one back, plug it in an take 3rd one out because 1st one won’t be done charging yet. Plowing a driveway will triple in price because I have to triple my fleet.
    Fun wow

    Reply
  10. Matthew

    I hope the price of gas quadruples. That will take care of gasoline super users. The only thing liquid hydrocarbon fuel is justifiable for is aviation and rail. All passenger and truck traffic can and should be electric or at least hybrid. I’d prefer prioritizing a tenable planet for my grandchildren more than protecting fat, lazy, stupid rural Americans’ lifestyle.

    Reply
    1. Bob

      Maybe you should get out of the city more. The food you eat every day doesn’t just magically appear at the store, it comes from who you refer to as “fat, lazy, stupid rural Americans” and they drive trucks because they need to. The technology of EV is not far enough along yet to satisfy the needs of everyone. The lower operating costs and fewer moving parts of an EV offer massive savings, so anyone would welcome such a thing if practical, but at this point in time, it is not suitable for everyone.

      Reply
    2. Halter

      Wow!!! Calling rural America fat and lazy! That is a pretty bold statement. I’d say why don’t you take a look at how city air is more polluted, and hazy and then drive your happy ass out the city ( or maybe ride your bike) and see how the air is out in the country and look at the vastness of it all. People from populated areas are so close minded, and seem to only think about themselves.

      Reply
  11. Oden

    Fact is if it were truly about the environment we would be pushing nuclear and fast. Clean and steady.

    I drive a f350 and have invested in Atlis which is a company looking to build 3/4 and 1 ton trucks.

    After owning a tesla I’m totally sold on electric motors and their power. Trains have been running them for years.

    Also no one wants to talk about the net tons of carbon it takes to make a electric vehicle compared to an ice. It does not truly save the environment at all. Especially when most people will be charging on the grid.

    Reply
  12. JRH

    This comment thread devolved as I was expecting. Some urban dweller who works in a cubical can’t imaging having to haul feed for two hours or pulling logs or trailers, etc. Aviation and rail only!?! Can you imagine driving pilings with batteries? Excavating? Trenching? Combining?

    If challenged the response is: Move! Find a new career.

    They walk among us.

    Reply
  13. Brett

    While I don’t expect a full-electric Super Duty anytime soon, I sure would like to see a hybrid engine with a PowerBoost option included in the SD lineup. I really hope Ford makes this happen for 2022 or 2023 models.

    Reply

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