Sign In or Create an Account.

By continuing, you agree to the Terms of Service and acknowledge our Privacy Policy

Electric Vehicles

Did American Car Makers Make a Mistake with EV Pickups?

What electric car buyers really want is smaller sedans, research shows.

EV pickups in the garbage.
Heatmap Illustration/Getty Images

Over the next few months, the electric pickup truck lineup in the United States will double. Chevrolet, Ram, Tesla, and GMC are all set to release competitors to the three electric pickups already on the market: the Ford F-150 Lightning, the Rivian RT1, and the GMC Hummer EV.

That automakers are excited by the idea of electrifying one of their most lucrative gas-powered segments is hardly surprising. But what might be more surprising is how little pickup buyers seem to share their enthusiasm.

A recent survey from automotive market analytics firm AutoPacific shows that pickup truck buyers may be the most hesitant of all market segments to go electric. Only 12% of full-sized and 8% of mid-sized pickup buyers surveyed are interested in fully electric trucks. Yikes.

Get one great climate story in your inbox every day:

* indicates required
  • This research comes from AutoPacific’s Future Attribute Demand Study (FADS), an annual project which tries to gauge what exactly resonates with consumers. Between July 5 and July 17, the firm surveyed 11,000 licensed drivers all over the United States who intend to buy a new vehicle within the next three years. The survey’s sample size was split evenly between men and women and the average age of a respondent was 45.

    The survey found that out of all the segments where buyers are interested in going electric, pickups scored the lowest. “Pickup truck buyers are typically the most engrained in their roots and opinions when it comes to straying too far from the normal pickup truck DNA,” Robby DeGraff, a product and consumer insights analyst, told me over email. “Demand for ICE pickups will never fade, and it rages on in popularity, but that type of demand isn’t and likely won’t ever be mirrored for EV pickups.”

    There may be other factors at play, but it seems reasonably clear that pickup trucks aren’t yet top sellers in the EV space. GM has sold just over 1,200 Hummer EVs so far this year, while Ford has sold about 12,000 Lightnings. (Rivian does not disclose unit-by-unit breakdowns.) By comparison, GM has sold almost 50,000 units of the discontinued Chevy Bolt to date in 2023.

    AutoPacific says that although charging infrastructure and range are big reasons why pickup buyers in particular aren’t interested in EVs, price is one of the biggest for any type of EV consumer. The Rivian R1S and R1T are two trucks that easily can touch the mid $80,000 price range. Ford also dramatically raised prices on the F-150 Lightning, and it’s common for the model to hit $75,000 or above. Only recently has the brand reduced prices of the Lightning, and the new prices are still substantially higher than the initially promised $40,000 price point back in 2021.

    Similarly, the Chevrolet Silverado EV’s $39,990 base price is missing in action; GM has quietly admitted that it will now start at $50,000, but hasn’t revealed the exact price. The only pricing it has revealed is for the not-very-nice Silverado EV 3WT and 4WT fleet-only (work truck) trims, the former of which starts at $74,800. Initially, the only consumer-available Silverado will be the top-trim RST model, which starts at a whopping $106,895.

    By comparison, a basic gas-powered F-150 or Silverado starts in the mid $30,000 range.

    The low desire for EV pickup trucks doesn’t mean there isn’t a market for EVs at all. Crossovers like the Tesla Model Y and the Ford Mach-E are already selling like hot cakes. And there’s a huge opportunity, DeGraff told me, in reasonably priced sedans. “When we look at our most recent batch of data, EV powertrain intenders are much more interested in midsize and compact cars than pickup trucks, when it comes to segments. 26% of all polled EV intenders intend to buy a ‘compact car’ and 21% a ‘midsize car’… higher than demand among EV intenders for [SUVs and crossovers] that are compact, midsize, and subcompact, and even in some instances large,” wrote DeGraff.

    Although most of the respondents who wanted an EV planned on spending around $50,000 for one, it found that there was real demand for EVs in the $35,000 to $49,000 price range. The firm also found that an MSRP under $35,000 was the sweet spot that would get EV skeptics into the driver’s seat.

    Now, it’s worth asking the obvious question: Is this yet another front in the culture war, with urban, sedan-craving Democrats eager to go all-electric and rural, pickup-loving Republicans skeptical or downright hostile? It’s possible. Pickup trucks really do skew Republican, the market research firm Strategic Vision has found, and President Trump has turned EVs into a new bit. Meanwhile, Strategic Vision has also found that buyers of sedans and smaller cars skew Democrat. Democrats surveyed also said they wanted an “environmentally-friendly vehicle that is both economical and cool.”

    That might explain the Tesla Model 3’s rousing success. Not only is the base Model 3 attractively priced, starting now at about $39,000 before any tax credits or on-the-lot discounts, but its sedan-body style may make it a virtuous choice to a certain subset of buyers. It also might explain why the Chevy Bolt was doing pretty well before it was canceled — and why GM is now planning on reviving it.

    By comparison, Republicans want a vehicle that is seen as “powerful, rugged, and prestigious.” Trucks like the Rivian R1T and Ford F-150 Lightning are more powerful than most trucks – the Rivian R1T has 835 horsepower, and the F-150 Lighting is the second-fastest truck in Ford’s lineup. Yet, misinformation from Trump and a political identity centered around “drill, baby, drill” might be keeping truck buyers from lusting after EVs (which is particularly odd, considering Elon Musk’s politics).

    Still, what AutoPacific’s research unequivocally found is that we need cheap EV shapes to satisfy the underserved demand of drivers already out there. As our production capacity grows, we’ll need to figure out a way to get truck buyers into EVs or we won’t decarbonize. But for now, there’s an enthusiastic segment of buyers just waiting for the right form at the right price.

    Read more about electric vehicles:

    A Car Buyer’s Guide to the New EV Tax Credit

    Blue
    Kevin Williams profile image

    Kevin Williams

    Kevin Williams is an automotive journalist focused on the corner where electrification meets automotive culture. Published in spaces like The Verge, Road & Track, The Drive, and more, he focuses on how electric vehicles impact everyday drivers. Read More

    Read More
    Electric Vehicles

    AM Briefing: Solar Storm, Incoming

    On mass coronal ejections, China tariffs, and the Panama Canal

    What to Know About the Rare Severe Solar Storm Watch
    Heatmap Illustration/Getty Images

    Current conditions: Central Florida could see severe storms today • The cicadas are out in St. Louis • Kenya’s president declared today a public holiday to mourn the 238 people who have died in recent flooding.

    THE TOP FIVE

    1. NOAA issues rare severe solar storm watch

    The National Oceanic and Atmospheric Administration (NOAA) Space Weather Prediction Center has issued a rare “severe geomagnetic storm watch” due to intense explosions on the sun that are spewing solar material toward Earth. This week a “large sunspot cluster” that’s about 16 times the diameter of Earth has produced at least five mass coronal ejections, huge bursts of plasma and magnetic fields that can damage satellites and disrupt electrical grids. They will start to hit Earth today and could continue to do so through the weekend. NOAA is advising operators of satellites and grids to prepare. On the plus side, the event could mean people as far south as Alabama will be able to see the Northern Lights.

    Keep reading...Show less
    Yellow
    Economy

    The Anxiety Behind America’s New Economic Order

    The government is forcefully intervening across the economy — but only because it’s worried about China.

    Solar panels.
    Heatmap Illustration/Getty Images

    The Scene

    On Thursday, the top climate diplomats from the world’s two most polluting countries are meeting in Washington, D.C. John Podesta, America’s climate envoy, and Liu Zhenmin, China’s climate envoy, will hold their first formal session and lay the groundwork for the United Nations climate conference in Azerbaijan later this year. They will discuss, among other topics, boosting climate finance and making further cuts to methane emissions, according to Axios.

    Both men are new to their posts, with their predecessors John Kerry and Xie Zhenhua having each stepped down in the past year. That could prove important. Kerry and Xie could draw on their long personal relationship in their negotiations: During the UN climate conference in Glasgow in 2021, their friendliness seemed to hold the talks together.

    Keep reading...Show less
    Technology

    AM Briefing: New Power Transmission ‘Corridors’

    On electric corridors, carbon removal, and infectious diseases

    10 Regions Where the DOE Wants to Boost Power Transmission​
    Heatmap Illustration/Getty Images

    Current conditions: Severe overnight storms in Central states killed at least three people • London is gearing up for a “mini heat wave” • Residents in California’s San Bernardino County are being told to stay away from Silverwood Lake due to a toxic algal bloom.

    THE TOP FIVE

    1. DOE proposes 10 electric transmission corridors

    The Department of Energy yesterday announced the 10 “corridors” where new power transmission infrastructure could be expanded quickly in order to bolster the U.S. electrical grid. The potential National Interest Electric Transmission Corridors (or NIETCs) have been identified by the DOE as areas where “consumers are harmed, now or in the future, by a lack of transmission,” and new transmission projects could improve grid reliability and reduce costs for locals. Federal funds and special permitting options will be available to help build them out quickly.

    Keep reading...Show less
    Yellow