CHanging perceptions
upending stereotypes about electric vehicle drivers
Changing the game
Prior to Ford launching the All Electric F-150 Lightning, there was a big problem.
The vehicle was testing poorly amongst pick-up truck drivers, men, current electric vehicle drivers, and electric vehicle enthusiasts. With billions of dollars on the line, Ford was forced to rethink how they marketed this ground breaking electric pick-up truck to potential customers. But marketing success would mean that major changes would have to be made in how the public and Wall Street viewed the viability of an all electric pick-up.
Could we break the stereotype of electric vehicles being for ‘wussy hippies?’
Operation Thunder
Goal:
The objective of this project was to delve into the perceptions that male consumers have about electric pick-up trucks and the typical drivers of these vehicles. The aim was to leverage demonstrable features and factual information to shift these perceptions—and consequently, opinions—towards a more favorable outlook. The insights gathered were intended to inform a revamp of current and future advertising strategies, ultimately boosting pre-sales and positively impacting the bottom line.
The Team:
The project was a collaborative effort, bringing together representatives from Advanced Product Marketing, Global Consumer Insights, Advanced Product Design, and the Product Pre-Launch/Launch teams.
My Role:
In this project, my responsibilities included designing the research methodology, developing all test guides, and securing necessary company assets. I also managed the project, retained, and oversaw a third-party research firm, and took the lead on analyzing the findings to produce actionable insights. These insights were then presented to and discussed with VP and C-Level leadership.
Methods/Target Customer:
We employed a combination of card sorting and focus groups, involving a total of 100 focus groups consisting of 4-6 participants each, spread across five key markets: Chicago, Boston, Miami, Dallas, and Los Angeles. The majority (90%) of the participants were Gen X and Boomer males with annual incomes of $150k or more, who were current truck owners but had not considered purchasing an electric pick-up truck. The remaining 10% of participants included a mix of Millennials, both male and female, as well as non-truck owners and current electric vehicle drivers.
Data Collection Methods:
Participants in the focus groups were paired and asked to create a persona of who they believed an electric pick-up truck driver to be. They used a large grid with 12 spaces, each representing a lifestyle artifact category, such as sunglasses, beverages, dogs, footwear, clothing, headwear, hobbies, etc. Each category offered a range of options, generally from something perceived as more feminine to something perceived as more masculine—for example, footwear choices ranged from barefoot to steel-toed work boots, and beverage choices ranged from apple martinis to whiskey, neat.
After creating the persona, participants moved to another room for hands-on demonstrations with a pre-production electric truck. The moderator highlighted vehicle features, auxiliary functions, and performance metrics, particularly where the electric vehicle outperformed traditional combustion engine vehicles. Importantly, all information presented was accurate, with the Lightning truck showing superior performance in almost every category.
Finally, participants were asked to revisit their earlier persona creation exercise. With the new information on the electric vehicle's performance and functionality, they were tasked with creating a second persona reflecting their updated perceptions of an electric pick-up truck driver.
Findings:
In every single focus group, we observed a significant positive shift in how participants perceived electric pick-up truck drivers. Many admitted that they had previously underestimated the power and capability of electric trucks, but after gaining a better understanding of their functions, performance, and capabilities, their views changed drastically. Remarkably, 86% of the participants reported that they would likely or strongly consider purchasing an electric pick-up truck after the experience.
Strategy:
Building on these insights, I developed a new corporate persona called the "Conscious Warrior." This persona embodies a driver who is confident in their commitment to making eco-friendly choices while still upholding the traditional rugged masculinity associated with pick-up truck drivers. Collaborating with the marketing teams, we refocused our advertising to emphasize this balance—highlighting toughness, a sense of responsibility towards others, and environmental consciousness.
Outcome:
The strategy was well-received by VP and CEO leadership, who approved the new advertising tone. The results were outstanding, with pre-sales skyrocketing, and when the vehicle was finally launched, demand exceeded supply, underscoring the success of the campaign.
