
__Highlights:__

- __An all-electric version of Toyota’s Tacoma grabs the top spot as the most popular electric truck in a hypothetical matchup__

- __Ford’s Lightning falls to #2 after two years in the top spot__

- __Electric trucks in general have lost some appeal for buyers versus previous years, in line with recent headwinds EVs of all types are facing__

- __Gen Z shoppers preferred the Tesla Cybertruck; Millennials, Boomers, and all other age groups chose the Tacoma__

- __Price remains the top concern of shoppers about electric trucks, though less so than in previous years__

---

__Full Story:__

Move over, Ford F-150 Lightning. 

The electric Toyota Tacoma now ranks as the most popular type of all-electric pickup truck in Autolist.com’s annual Electric Truck Survey, pushing out the Lightning that had landed in the top spot the two previous years. 

Chevy’s Silverado EV ranked #3 and Tesla’s Cybertruck was #4 in a hypothetical matchup for consumers. 

These rankings come as the popularity of electric trucks as a whole is waning, Autolist’s survey found. Compared to previous years, fewer buyers in 2023 said they would consider an electric truck as their next vehicle, while more shoppers said electric trucks were less appealing than traditional internal combustion trucks. 

“After years of promises and delays, 2024 will see a bumper crop of new all-electric trucks hitting the road from Chevy, GMC, Ram, and yes, finally Tesla,” said Corey Lydstone, founder and CEO of Autolist, a CarGurus company. “Despite this, our survey found that shoppers have soured a little on electric trucks, compared to previous years.” 

“This echoes other recent signs that enthusiasm for EVs broadly is cooling off, as shoppers grapple with pricing, charging infrastructure, and range anxiety,” Lydstone added. 

Autolist surveyed 3,600 car shoppers from August 2023 to November 2023 to gauge their attitudes towards electric trucks and the EV market in general. This 2023 Electric Trucks Survey follows similar surveys conducted in [2019](https://www.autolist.com/news-and-analysis/survey-electric-pickups-GM-ford-tesla-rivian), [2021](https://www.autolist.com/news-and-analysis/2021-survey-electric-trucks), and [2022](https://www.autolist.com/news-and-analysis/2022-survey-electric-trucks). 

Here’s a look at the details of the survey results:

---

### Bleaker Big Picture:

![2025 Ram 1500 REV](https://www.autolist.com/6tuem73u73an/7lRGC9ZtbX143voKK2jsxS/e1e472daa59b6345cbfaf26daa80f19c/2025_Ram_1500_REV.jpg)

Before diving into the winners and losers of this year’s poll, let’s take a look at a snapshot of electric trucks and EVs in general. 

The basic trendline from the 2022 to 2023 versions of Autolist’s electric truck survey was of increased reluctance by shoppers to consider an all-electric truck. 

“As all-electric trucks moving from concepts to reality, many consumers are taking a harder look at whether they see one fitting into their lives,” Lydstone said. “As concerns about price and range remain a sticking point, we’re seeing a slowdown in enthusiasm from shoppers of all stripes.” 

To gauge interest in all-electric trucks, Autolist first asked respondents how they viewed electric trucks when compared to those with traditional internal combustion engines (ICEs). 

![Q7 EV vs ICE](https://www.autolist.com/6tuem73u73an/3k8jznM6q0uAaP0CxRqMb1/1ee86e7633e973c406b803ebce3ed92c/Q7_EV_vs_ICE.jpg)

The percentage of people who said electric trucks were ‘less appealing’ than ICE models jumped to 39% in 2023, up from 32% in 2022. 

Meanwhile, the percentage of people who found them ‘more appealing’ than ICE trucks dropped to 22% in 2023, down from 29% in 2022. 

Autolist then asked people who planned on buying a truck for their next vehicle how likely they would be to choose an all-electric model. 

![Q17 Next truck electric](https://www.autolist.com/6tuem73u73an/5c2JfOzy5wTzOxcjZe8uxQ/95ee999df14dc3ea14199d88a438de91/Q17_Next_truck_electric.jpg)

The number of shoppers who responded ‘Unlikely’ jumped to 39% in 2023, up from 32% in 2022. 

Meanwhile, the number of people who responded ‘Likely’ dropped to 27% in 2023, down from 35% in 2022. 

This increased pessimism about electric trucks echoes the results of [Autolist’s general EV survey from earlier in 2023](https://www.autolist.com/news-and-analysis/2023-survey-electric-vehicles). 

That survey found that fewer people saw themselves owning an EV in the future in 2023 than did in 2022, despite gains the EV industry has made in the variety of models available, pricing decreases, and improvements to charging infrastructure. 

While EV sales overall are up in 2023 versus a year earlier, the pace of growth has slowed significantly, driven by the fact that the consumers who accept EVs’ higher prices, charging needs, and range limitations have already made the leap. 

As a result, inventories of EVs are starting to pile up, especially compared to their numbers a year ago. [According to CarGurus’ data from October 2023](https://dealers.cargurus.com/drc/cargurus-intelligence-report-october-2023-recap), they’re up a whopping 506%. 

EVs are also sitting on dealer lots longer (82 days on market compared to 64 days for an ICE vehicle) despite EV prices this year sitting 28% lower than they were a year ago. 

---

### Popularity Contest:

![Q3 main v2](https://www.autolist.com/6tuem73u73an/6m087l9XWV6uB5LgixgaF/fac81a38c55a71d7b179628a9ab01e7a/Q3_main_v2.jpg)

Now let’s turn to the electric trucks themselves.

As with Autolist’s previous electric truck surveys, this 2023 survey asked shoppers to choose their top model in a hypothetical matchup. In 2021 and 2022, Ford’s F-150 Lightning took top honors. But for 2023, an electric version of the Toyota Tacoma took the #1 spot, with 24% of the vote.

“Anytime we run a survey about electrification of any kind, Toyota consistently comes out on top as the greenest brand in the eyes of consumers,” Lydstone said. “That goodwill is clearly translating into high expectations for the brand’s all-electric pickup, no matter what form it takes.” 

(Toyota has confirmed that it will build an all-electric pickup truck in “the near future” but it hasn’t yet released specifics. Whether that’s an electric Tacoma that it previewed in 2021 or an altogether different model like the EPU Concept it showed at the 2023 Tokyo Motor Show remains to be seen.)

While the Toyota moved up four percentage points from 2022 to 2023 to claim top spot, the Ford Lightning fell by the same percentage year-over-year. 

“We would attribute some of this decline by the Ford to the fact that it’s less of a novelty for consumers these days,” Lydstone said. “With more than a year of deliveries under its belt, the Lightning may not hold the same gee-whiz cache as the rest of the top-ranking models on our list, all of which have yet to launch.”

![2023 Ford F-150 Lightning](https://www.autolist.com/6tuem73u73an/1VicmyRLzP7qv8i72qwy6q/4a9ae822cd90620052cdc6d62f395db9/2023_Ford_F-150_Lightning.jpg)

The rest of the electric truck lineup was largely unchanged from 2022 to 2023; the Tesla Cybertruck still garnered 14% of the vote, with the Chevy Silverado EV leapfrogging it to 15% in 2023, from 13% in 2022. 

Key to an electric Tacoma’s success in Autolist’s survey was the model’s broad appeal across all types of shoppers. It was the most popular pick for truck owners and non-owners alike, most age groups (save for Gen Z), and non-EV owners (EV owners preferred the Cybertruck). 

Let’s take a closer look at some of those cohorts:

---

### Truck Owners:
![Truck owners](https://www.autolist.com/6tuem73u73an/3ypbipi2lp2PyFfbJH7foW/1b664f1009e78610f3ca8ff05be65ba5/Truck_owners.jpg)

Autolist’s survey found that an electric Tacoma was the top pick among consumers who own or have owned a truck *__and__* among shoppers who’ve never owned a truck before (61% of respondents said they’re current or former truck owners). 

That the Tacoma was the top pick among non-truck owners wasn’t a big surprise; Autolist’s earlier electric truck surveys have found the same result. 

But the fact that an electric Tacoma would also be the top pick for truck owners was a bit of a coup for Toyota; previously it’s been the Ford F-150 Lightning that’s ranked at the top with this group. With Ford’s ICE F-Series trucks ranking as the most popular vehicles in the U.S. for decades, it made sense that this familiarity and popularity would rub off on the all-electric version of the F-150. 

Thus, it was a little unexpected that Toyota would top Ford here. 

“This surprised us because truck owners are a very loyal group,” Lydstone said. “For Toyota to outrank Ford here means either truck owners have high hopes for the electric Tacoma or they’re underwhelmed by what they see in the current F-150 Lightning, possibly both.” 

---

### EV Owners:
![EV owners](https://www.autolist.com/6tuem73u73an/5nPAVKFwFn0O5m2oTkUt83/09d738032b28e5e165db43e14712d935/EV_owners.jpg) 

This was another area where the Ford F-150 Lightning lost some ground in this 2023 Autolist survey, compared to the 2022 version. 

Last year, the Lightning was the top pick for electric trucks among respondents who were current or former EV owners; Tesla’s Cybertruck was number two, and Toyota’s electric Tacoma was number three. 

But in 2023, the Ford dropped two spots and the Cybertruck moved into the top spot, with 25% of EV owners saying they’d prefer the Tesla, 23% choosing the Toyota, and 12% choosing the Ford. 

“This was another surprise for us,” Lydstone said. “Ford has proven its EV chops with the Lightning and the Mustang Mach-E electric crossover, yet that didn’t seem to earn it much goodwill in our survey.”

![Tesla Cybertruck](https://www.autolist.com/6tuem73u73an/54zzhlvuqeSKCVTnuOSjwf/6e0d1bfcd383c130d49071c71f5014d0/Tesla_Cybertruck.jpg)

Meanwhile, Tesla’s popularity among the EV faithful remains strong, as evidenced by the Cybertruck’s popularity with EV owners in Autolist’s survey. 

The tables were turned, however, among shoppers who had never owned an EV. They choose the Tacoma first (23%), then the Ford (18%), then the Chevy Silverado EV (14%), and then the Cybertruck, with 12%).

“Clearly much of the enthusiasm for the Cybertruck lies in the hands of people already familiar with electric vehicles as a whole,” Lydstone said. “With deliveries of this truck right around the corner, it will be interesting to see how this stated enthusiasm translates into actual sales of this long-delayed model.”

---

### Age Groups:

![Age groups](https://www.autolist.com/6tuem73u73an/5HR0iK1BEIVA8NPF242OAY/e2c7a78ec892f3d173c8a0bd82dcd9ab/Age_groups.jpg)

Finally, Autolist found that another reason the electric Tacoma fared so well overall: it appeals to consumers of all ages. 

Gen-Z shoppers were the only group not to choose the Toyota as their top pick. From Millennials to Gen X to Boomers and beyond, the Tacoma ranked at the top. 

The Tacoma’s age-agnostic appeal was also noteworthy because earlier surveys had ranked the Ford Lightning at the top for most age groups. As with other cohorts – EV owners/non-owners, truck owners/non-owners – the Toyota supplanted the Ford in this 2023 survey across a number of different groups of consumers. 

Only Gen Z respondents chose something different, opting for the Tesla Cybertruck as their most popular model; 23% said it was their preferred choice while the Tacoma was number two with 18% of the vote. 

As buyers’ ages went up, the interest in the Tesla fell accordingly; just 7.5% of Baby Boomers chose the Tesla. 


Sales of EVs are gaining momentum as a host of impressive new models are landing in consumers’ driveways, numerous big-name brands have signed on to use Tesla’s charging standard and Supercharging network, and the Inflation Reduction Act is poised to bring down the cost of EVs. So how is all of this affecting consumers’ outlook on EVs?


Survey: Toyota beats Ford, Tesla for Top Electric Truck as Consumer Enthusiasm Cools

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