Electric Pickup Truck Sales Plummet Amidst Customer Concerns and Political Divisions

Electric pickup truck sales have been disappointing, with only about 35,000 units sold in the US in the first half of 2025, down 4% from the previous year. Automakers such as Ford and GM have invested heavily in electric pickups but have struggled to persuade pickup-loving Americans to switch to electric. Drivers say electric pickups lack the capacity to handle heavy loads and the throaty growl of a V-8 engine is missed. The market has also been influenced by political divisions, with some drivers choosing electric motors over gasoline engines as a political statement.

Electric pickup truck sales have been disappointing, with only about 35,000 units sold in the US in the first half of 2025, down 4% from the previous year. Automakers such as Ford and GM have invested heavily in electric pickups but have struggled to persuade pickup-loving Americans to switch to electric. Drivers say electric pickups lack the capacity to handle heavy loads and the throaty growl of a V-8 engine is missed. The market has also been influenced by political divisions, with some drivers choosing electric motors over gasoline engines as a political statement.

Ford Motor Co., one of the leading automakers, has announced a significant investment to address these challenges. The company plans to build a midsize electric pickup truck priced around $30,000, starting production in 2027 at its Louisville Assembly Plant in Kentucky. This investment, which totals nearly $2 billion, is part of Ford's broader strategy to strengthen its electric vehicle (EV) portfolio and expand its domestic manufacturing capabilities [3].

The new electric pickup will be powered by batteries produced at Ford's $3 billion battery plant in Michigan, highlighting the automaker's strategy to integrate its domestic supply chain for EV production. Ford will also use a universal platform for its EVs, aiming to reduce costs and streamline development. This approach reflects Ford's historical innovation, drawing parallels to the early 20th-century production lines that revolutionized automotive manufacturing [3].

The timing of the investment comes as the U.S. political landscape grows increasingly complex for the EV industry. The Trump administration has signaled its opposition to EV incentives, with plans to eliminate a tax credit that reduces the purchase price of electric vehicles by up to $7,500 [1]. Despite this, Ford remains committed to modernizing U.S. manufacturing for long-term resilience and targeting the lucrative pickup truck segment with a cost-effective, sustainable alternative to gas models.

Ford's midsize electric pickup truck is set to compete with existing offerings from other automakers. GM, for example, has struggled with electric pickup truck sales and has had to retool one of its plants to accommodate both electric and gasoline-powered trucks to avoid tariffs on Mexican- and Canadian-built vehicles [2]. Ford's strategy to produce an affordable electric pickup truck at a lower price point may help revive lagging plug-in truck sales.

The success of Ford's new electric pickup truck will depend on its ability to meet the demands of truck buyers, who often use their vehicles for heavy-duty tasks. Jim Weber, whose Columbus, Ohio-based mulch company relies on a fleet of about 100 pickups, mostly Fords, to get the job done, says he tried a demo of a Ford F-150 Lightning EV pickup six months ago to see if it could handle like a work truck. Loaded up for a long day, the plug-in got far less than its rated 320 miles on a charge [1].

The market for electric pickup trucks is still in its early stages, and automakers are learning from their initial missteps. The plug-in truck fizz-out marks a big shift from automakers’ expectations five years ago, when Tesla's sales were soaring, and its market value had left the legacy carmakers in the dust [1]. Ford's new investment is a clear indication that the company is committed to adapting to the evolving market and meeting the needs of its customers.

References:
[1] https://www.fromtheroad.ford.com/us/en/articles/2025/ford-affordable-electric-vehicle-platform-midsize-electric-truck
[2] https://www.bloomberg.com/news/articles/2025-08-13/ford-gm-ev-pickup-trucks-lose-drivers-over-price-range-politics
[3] https://www.ainvest.com/news/ford-invests-2-billion-kentucky-plant-build-affordable-electric-pickup-truck-2508/