소비자의 목소리 : 북미의 픽업 차량 구매자 프로필

OEMs and Ecosystem Players Should Prioritize Investments in Digital Marketing Channels Over the Short to Medium Term

The report evaluates the growth potential of the pickup truck sector in North America (the United States and Canada), focusing on key demographics, consumer lifestyles and interests, consumer attitudes and adoption, and marketing channels. It analyzes the potential target audience, providing an overview of their behavioral patterns.

The assessment identifies notable differences between the United States and Canada. In the United States, the target audience consists of Generation X and rural residents who prioritize durability, versatility, and practicality. In contrast, in Canada, the target audience is primarily millennials, with a focus on large cities.

The report highlights the importance of features that reflect real-world needs, positioning trucks as essential for personal and professional life. By emphasizing these values and optimizing marketing efforts, brands can establish a stronger connection with this consumer base, enhancing long-term appeal and loyalty.

In response to economic pressures, the report recommends promoting affordable hybrid and electric models, flexible financing, and customization options that combine utility and cost savings. Highlighting family-friendly features and enhanced towing capabilities is also suggested to broaden appeal. Aligning brand messaging with consumer values of practicality, tradition, and reliability can boost customer loyalty and market reach.

Marketing campaigns should highlight cost-effectiveness, reliability, and real-life utility of pickup trucks. While traditional advertising channels, such as television and radio, remain dominant in this sector, the focus in the short to medium term should shift toward digital engagement via social media and digital video content. This is driven by consumers' increasing usage of smartphones, smart TVs, and laptops.

Table of Contents

Research Objectives and Methodology

• Research Objectives and Methodology

Segment Demographics

• Buyer Profiles of Pickup Vehicles: Age Cohort Analysis
• Buyer Profiles of Pickup Vehicles: Gender Assessment
• Buyer Profiles of Pickup Vehicles: Educational Attainment
• Buyer Profiles of Pickup Vehicles: Household Categorization
• Buyer Profiles of Pickup Vehicles: Community Classification

Lifestyle and Interests

• Buyer Profiles of Pickup Vehicles: Key Life Values
• Buyer Profiles of Pickup Vehicles: Topics of Interest
• Buyer Profiles of Pickup Vehicles: Recreational Pursuits
• Buyer Profiles of Pickup Vehicles: Top-Rated Sports Activities
• Buyer Profiles of Pickup Vehicles: Most Followed Sports

Attitudes and Adoption Insights

• Buyer Profiles of Pickup Vehicles: Understanding Consumer Attitudes
• Buyer Profiles of Pickup Vehicles: National Issue Sentiments

Marketing Channels

• Buyer Profiles of Pickup Vehicles: Media Engagement
• Buyer Profiles of Pickup Vehicles: Non-Digital Engagement Channels
• Buyer Profiles of Pickup Vehicles: Digital Engagement Channels
• Buyer Profiles of Pickup Vehicles: Device-Based Internet Usage
• Buyer Profiles of Pickup Vehicles: Social Media Engagement

Key Insights

• Key Insights-United States
• Key Insights-Canada

Appendix

• Growth Opportunities Fuel the Growth Pipeline Engine™
• Why is it Increasingly Difficult to Grow?
• The Strategic Imperative 8™

Next Steps

• Benefits and Impacts of Growth Opportunities
• Next Steps
• Legal Disclaimer