From Ford To Tesla, Big Electric Pickups Are A Tough Sell |
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0none level, news that Ford is taking a massive $19.5 billion charge to downsize its electric vehicle plans, highlighted by the elimination of the battery-only version of the F-150 Lightning pickup, seems to confirm that U.S. automakers are falling further behind global rivals as the world’s embrace of EVs accelerates. On another, it just confirms that pricey 6,000-pound EVs probably – especially if they’re expected to tow or haul heavy loads – are a tough sell.
Trucks are Ford’s bread and butter and a battery version of its top-selling F-150 probably seemed like a no-brainer, especially given Elon Musk’s boasts about how the Tesla Cybertruck would shake up the pickup world. Not wanting to be left out, General Motors, another pickup powerhouse, rolled out the twin Chevy Silverado and GMC Sierra EV models to ensure it was in the mix. Toss in Rivian’s R1T and suddenly truck buyers had a range of options, albeit pricey ones.
Ford invested heavily in new production capacity and battery factories to support Lightning, but sales fell short of expectations. And the same is true for all its competitors. Cybertruck has been the biggest flop, selling about a tenth as many units as Musk predicted. Its polarizing looks and poor design for hauling and towing turned it into a niche statement vehicle for Musk fans, rather than a work vehicle. Rivian, to its credit, positioned its R1T as an outdoor activity vehicle, for camping and various adventures, rather than a truck for contractors and ranchers. But its high pricetag, starting at $73,000, limits its appeal.
The current limitations of battery technology mean big, heavy trucks are extremely tricky to electrify. Lightning’s battery pack weighed in at over 1,800 pounds, and though it provides driving range of up to 300 miles per charge, that drops precipitously if it’s hauling heavy loads or towing a boat or trailer. Going forward, Ford is turning Lightning into an extended-range electric vehicle – a kind of plug-in hybrid that will allow it to operate solely on battery power for limited periods, but use gas when more range or towing is required. It’s not a bad idea, but unclear whether many truck buyers will be interested.
Ford is planning to roll out a new electric pickup in 2027, a midsize model using new........