Ford pickup owners tailgate more than any rival brand, study finds

A new survey by American Trucks reveals that Ford pickup owners are the most likely to use their trucks for tailgating compared to owners of other brands. The study, which polled 1,000 truck owners, found that 29 percent of those who tailgate own a Ford, making it the top choice for pre-game festivities.

Tailgating isn’t just a niche activity either—82 percent of all truck owners use their vehicles for some form of social gathering, with 30 percent saying their trucks have become central to how they socialize. Beyond tailgating, truck owners engage in a variety of group activities: 51 percent use their trucks for group drives, 36 percent for camping or overlanding, 25 percent for tailgating at sporting events, and 24 percent for cookouts or backyard gatherings.

Accessorizing for these outings is big business too, with tonneau covers and portable speakers/sound systems ranking as the most popular add-ons. The versatility of pickups extends even further—34 percent of owners said their truck was the primary reason an event happened at all, while 31 percent reported that owning a truck made them far more likely to host or organize events.

From farmer’s markets to beach bonfires and outdoor concerts, trucks are proving to be the ultimate social vehicles, blurring the line between utility and lifestyle.