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For decades the love of trucks has been passed down from parent to child and even grandchild. But America’s favorite truck, the Ford F-150 is losing a little of its magic. Younger generations aren’t loving it the same as Baby Boomers and Generation X. 

Younger generations are losing interest in the Ford F-150 

The Ford F-150 has been a huge success since it launched in 1975. For decades kids argued because some of their parents loved Ford trucks while others loved the Chevrolet Silverado 1500. 

However, today’s kids might not care very much. Millennials and Generation Z are interested in more affordable options like the Honda Accord and Honda Civic. 

Insurify found that the Ford F-150 is the most popular vehicle to own among Boomers and Gen X. About 3.16% of Boomers and 3.74% of Gen X have an F-150 model.  

Roughly 3.23% of millennials own the Honda Accord and 5.05% of Gen Z owns the Honda Civic. The F-150 is the sixth most popular car for Millennials to own. There are no trucks in the list of the 10 most popular vehicles for Gen Z to own. 

The 2024 Honda Civic on the road
2024 Honda Civic | Honda

However, preferring smaller, more efficient vehicles isn’t helping Gen Z save on insurance costs. The average cost of insurance for Gen Z is about $246 a month for full coverage. 

Baby Boomers are paying about $134 a month for full coverage. Premiums are related to risk rates. Younger drivers often lack driving experience and get charged more as a result. 

But pricing could be why younger generations are turning their backs on the F-150. The 2024 Ford F-150 has an MSRP of $36,965. The 2024 Civic has an MSRP of $23,950. That’s a $13,015 difference before delivery fees and dealership markups are added.  

Plus, the F-150 gets an EPA-estimated 20 mpg in the city and up to 26 mpg on the highway. The Civic gets an EPA-estimated 30 mph in the city and up to 37 mpg on the highway. So, younger folks are buying more affordable and efficient options to save. 

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Staff Writer

Allison Barfield

Allison Barfield joined MotorBiscuit in 2020 and covers all things trucks, SUVs, and Jeeps. Having grown up on a farm in Rock Hill, South Carolina, she’s no stranger to the “Best in Class” truck and SUV debates; people in her hometown were always gathering to help work on vehicles together, and deliberation would naturally arise.

Allison graduated from the University of South Carolina with a degree in Media Arts. She has helped bring awareness to issues Women In Trucking face and has promoted Truckers Against Trafficking, an anti-trafficking NGO.

A fan of creatively dark literature, Allison appreciates the works of Shirley Jackson and Emily Dickenson. She lives in a mountainous area of the country and enjoys off-roading and camping. Her dog, Bruce, often joins her in testing trucks and SUVs for our site.