The sector for electric pickup trucks in the United States is contracting, with major automakers scaling back models due to disappointing sales. Ford has decided to discontinue its F-150 Lightning after a sales drop, while Ram abandoned plans for its 1500 REV. Despite these setbacks, new affordable options are in development to revive interest.
The push for electric vehicles in the US has led automakers to develop pickup trucks aimed at traditional buyers, including models like the Ford F-150 Lightning, Rivian R1T, GMC Hummer EV, Chevy Silverado EV, and Tesla Cybertruck. These vehicles were designed with capabilities for hauling, towing, and off-roading, though some fall short of their gas-powered counterparts. For instance, the F-150 Lightning offers a maximum towing capacity of 10,000 pounds, compared to 14,000 pounds for the standard F-150.
In 2025, Ford's F-Series achieved sales of over 828,800 units, marking an 8.3% increase from the previous year. This included 84,934 units of the F-150 Hybrid, up 15%. However, the F-150 Lightning saw only 25,583 sales, a 18% decline from 2024, prompting Ford to announce its discontinuation due to lower-than-expected demand.
Ram's 1500 REV, announced in 2021, never entered production, with the company citing insufficient demand in North America. Ram also delayed its plug-in hybrid pickup. Tesla's Cybertruck has experienced a sharp sales drop, leading to the cancellation of certain trims.
Despite these challenges, the market is evolving. Ford is developing a $30,000 electric pickup under its Universal EV Production System to better compete with lower-cost options from China. CEO Jim Farley stated, “American innovation is how we compete and win against China and the rest of the world.” Additionally, Slate offers a customizable electric pickup that allows buyers to opt for basic features to reduce costs.
US drivers have shown interest in inexpensive trucks, such as a $10,000 model available in Southeast Asia, but strict safety regulations prevent such low prices domestically. Projections suggest Chinese electric pickups could reach $15,000 by 2027. Currently, options like the returning Chevy Silverado EV RST and the Rivian R1T remain available, alongside the Cybertruck.
