Leading battery-electric pickup trucks from Tesla, Ford, and Rivian faced significant sales declines and production pauses in 2025, despite a rush of EV deliveries before federal tax subsidies ended. The Tesla Cybertruck, Ford F-150 Lightning, and Rivian R1T accounted for much of the segment's challenges, with low volumes raising questions about their viability heading into 2026. While Tesla's Model Y set sales records, the pickup models highlighted broader market hurdles for electric trucks.
The year 2025 proved challenging for battery-electric pickup trucks, even as overall EV sales benefited from buyers rushing to claim federal tax subsidies before their September 30 expiration. Rivian's R1T saw deliveries drop 32% year-over-year, totaling just 5,857 units over nine months, averaging about 650 per month. The company paused production of its EV truck and announced significant layoffs, with an expected investment lifeline from Volkswagen reportedly falling through.
Ford halted production of the F-150 Lightning, leaving its return timeline unclear. The model, praised for its specs, struggled with a high price exceeding the average full-size truck and limited appeal to traditional F-150 buyers. Ford indicated plans for a smaller all-new electric truck, potentially waiting until after the first quarter of 2026 to assess the market.
Tesla's Cybertruck fared no better, with deliveries not separately reported but lumped with low-volume models like the S, X, and Semi. Sales reached around 16,000 units in the first three quarters, a 38% decline, including a 63% year-over-year drop to 5,385 in the third quarter. High pricing above $100,000 for premium trims, design polarization, and recalls for issues like faulty accelerators contributed to the slump. Reports suggested Elon Musk directed purchases by his other companies to clear nearly $1 billion in inventory.
Comparisons between the Cybertruck and F-150 Lightning revealed divided preferences. Social media users noted the Cybertruck's edges in off-road capability, full self-driving, handling, range, and fast charging, while the Lightning excelled in comfort, home charging speed, frunk space, and everyday utility. One owner who considered the Lightning cited its high ride height as a deterrent, opting for the Cybertruck due to Tesla loyalty.
General Motors also idled its EV truck plant, with the Silverado EV at about 1,100 units per month despite competition from its GMC and Hummer variants. Historical context shows many EV truck projects, including the Fisker Alaska and Nikola Badger, canceled before launch, underscoring limited demand where less than 1% of U.S. shoppers have bought an electric pickup.
