Hyped, Reserved, Forgotten: Why electric pickups failed to win over American truck buyers

Once hailed as the future of American mobility, electric pickup trucks generated enormous excitement — and even more reservations. Tesla’s Cybertruck alone amassed over 1 million refundable preorders before its production began in late 2023. But despite the hype, EV pickups have fallen flat with the very audience they were meant to revolutionize: traditional truck buyers.

Industry analysts now paint a sobering picture. Tesla’s Cybertruck registered just 40,000 units in the U.S. last year, far from CEO Elon Musk’s projected 250,000 to 500,000 annual sales. Ford’s F-150 Lightning followed a similar path, logging 32,893 units in 2024, a far cry from its original 150,000-unit target. Rivian’s R1T trailed further behind with fewer than 10,000 units sold.

Promises vs Performance

Analysts cite high prices, range anxiety under load, and long charging times as key deterrents. While these electric trucks offer instant torque and quiet operation, they often underdeliver when it comes to towing, off-road endurance, and day-long job site work. Karl Brauer of iSeeCars didn’t mince words: “Generally speaking, electric drivetrains are the worst for getting things done.”

That disconnect between EV limitations and traditional truck expectations has shifted automaker priorities. General Motors recently invested $888 million in a combustion engine plant. Ford temporarily halted Lightning production. Meanwhile, Tesla released a base Cybertruck in April 2025 for $72,235, still nearly double the originally promised $40,000 model.

Buyers want workhorses, not tech experiments

In the first quarter of 2025, all EV pickups combined managed just over 22,000 U.S. registrations — a fraction of the 478,823 combustion trucks sold by Ford, Chevy, GMC, and Ram in the same period. Toyota’s Tundra alone outsold all electric pickups combined, with nearly 37,000 units.

Price expectations remain a barrier. While many EV makers teased sub-$40,000 models, real-world MSRPs are closer to $70,000 or higher. And although startups like Slate Auto aim to produce minimalist EV trucks at $27,500, experts doubt they can match the proven value of hybrids like Ford’s $29,840 Maverick.

EV trucks offered promise, but in a segment where utility trumps innovation, it may take a different kind of revolution to convert America’s most loyal drivers.

Read more on Tesla Cybertruck drops about $35,000 in value in a year