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

    You’re out of free articles.

    Subscribe to access Heatmap’s expert analysis of climate change, clean energy, and sustainability. Save $57 on an annual subscription, just $156 $99/year.
    To continue reading
    Create a free account or sign in to unlock more free articles.
    or
    Please enter an email address
    By continuing, you agree to the Terms of Service and acknowledge our Privacy Policy
    Q&A

    The Health Researcher Diving into Data Center Policy

    A conversation with Emma Uridge of the Kansas Health Institute.

    The Q&A subject.
    Heatmap Illustration

    This week’s conversation is with Emma Uridge, analyst with the Kansas Health Institute. Uridge spent copious hours analyzing state and local laws on data center development to best understand how policymakers are responding to the potential environmental public health impacts of large AI infrastructure, including power and water. The report, which came out this week, also goes in depth into those health impacts. I reached out to her to discuss what she sees as must-watch territory for our readers on this emerging policy arena.

    Our conversation was lightly edited for clarity.

    Keep reading...Show less
    Yellow
    Hotspots

    Anti-Solar Protests Are the Cool New Campaign Move in Wisconsin

    Plus more of the week’s big development fights.

    The United States.
    Heatmap Illustration/Getty Images

    1. Laramie County, Wyoming — Meta is fighting the fine it received in the Cheyenne data center water pollution controversy, and the conflict between the tech giant and the city’s small board of public utilities is continuing to spill out into the public.

    • Meta this week appealed the $10,000 fine that the board of public utilities issued over a rare bacteria found in Cheyenne’s sewer system. Meta is contesting any responsibility for the contaminant, claiming the board should’ve fined the construction company Fortis instead. You can read the full appeal here.
    • Afterwards, the board publicly released hundreds of pages of emails revealing how and why government employees linked the bacteria to Meta, specifically, including that officials tied the bacteria’s presence to the usage of closed-loop cooling systems for data centers. The emails also show local officials knew the water pollution was linked to the data center months earlier than previously thought. All the emails are available here.
    • Meanwhile, Cheyenne residents are attempting a long-shot bid to undo the annexation for the Microsoft data center I told you about. It’s unlikely to succeed because petitioners need to get about 10% of the last election cycle’s voting population to sign within 20 days… which at more than 2,000 people sounds all but impossible without a massive grassroots campaign.

    2. Niagara County, New York — This county just rejected a solar project’s highway work permits in a show of retaliation against the state’s Office of Renewable Energy Siting.

    Keep reading...Show less
    Yellow
    Spotlight

    How the Trump Administration Turned a Solar Farm Into a Data Center

    The local government of Boulder City, Nevada had previously rejected a proposal for the computing facility, which would draw power from the existing electricity supply.

    Donald Trump and Nevada.
    Heatmap Illustration/Getty Images

    The U.S. government for the first time approved a data center on federal lands. What the Trump administration is pitching as a demonstration of bureaucratic speed and ambition in the era of artificial intelligence, however, is turning into the same sort of mysterious backroom deal that’s upsetting other communities.

    On Monday, the Bureau of Land Management announced that it would allow a large AI data center to be built on a plot of federal land technically within the limits of Boulder City, Nevada. The approval was initially granted as a right-of-way in 2023 for the second phase of a solar project known as Townsite Solar, to be built by a joint venture between Skylar Opportunities LLC, a subsidiary of Houston energy trader Bill Perkins’ investment firm, and renewables developer Arevon. (Ironically, Perkins also just launched an ETF to profit from higher electricity demand.)

    Keep reading...Show less
    Yellow