Electric pickup trucks are being shunned by the American public
All-electric pickup trucks are struggling to attract the American public , despite the initial enthusiasm observed around models like the Ford F-Series Lightning, the Tesla Cybertruck or the Rivian R1T. In the first 5 months of 2025, all-electric pickup trucks have not reached 39,000 sales in the United States (all models combined), while Ford was counting on 150,000 sales per year of its F-Series Lightning and Tesla on 500,000 sales per year of its Cybertruck . Several reasons explain this lack of interest:
1. High purchase price : Electric pickup trucks cost significantly more than their internal combustion engine counterparts, even after tax deductions. For example, an F-150 Lightning can cost over $70,000, making it inaccessible to many regular pickup buyers.
2. Disappointing autonomy and charging : actual autonomy can drop sharply when towing or transporting heavy loads (typical uses of pick-ups). The US charging network remains perfectible, especially in rural areas where pick-ups are most popular.
3. Unmet habits and expectations : Pickup truck users are often attached to the robustness, mechanical simplicity, and versatility of thermal models. Electric pickup trucks are perceived as less suited to intensive or long-term work, despite their technical advantages.
4. Unfavorable economic and cultural context : inflation, high interest rates, and economic uncertainty are holding back new vehicle purchases, even in the United States. There is also cultural resistance to electrification in some regions of the United States, such as Texas, where pickup trucks are a symbol of identity.
In summary, 100% electric pick-ups face a double challenge: convincing a public loyal to combustion engines while meeting the real requirements of a pick-up.