The Real Reason Electric Trucks Stalled in the US

There was a time when expectations for electric trucks, particularly electric pickups, were significantly heightened in the United States. They were seen as the "working vehicles of the future," with features like large cargo beds, powerful acceleration, quiet operation, and the ability to power homes or work sites during outages. However, actual sales have not met these expectations. In 2025, U.S. sales of electric pickups totaled 90,019 units, a 15.6% decrease from the previous year. Even the leading Ford F-150 Lightning sold only 27,307 units, Tesla Cybertruck 20,237 units, and Rivian R1T 7,416 units, with many key models seeing a decline from the previous year.

This slowdown is not simply a matter of "the EV craze ending." Rather, it highlights the fact that the pickup category is less willing to compromise compared to sedans or compact SUVs. For U.S. pickup buyers, it's not just about comfortable travel. The ability to drive long distances, tow heavy loads, function as a work vehicle, and perform well in rural areas are prerequisites. If any of these conditions are unclear, purchasing decisions become cautious. The sales slump is also attributed to high interest rates, high vehicle prices, and the end of tax credits, causing a slowdown in the U.S. new car market overall. U.S. new car sales from January to March 2026 decreased by 5.3% compared to the same period the previous year, with Ford's EV sales also significantly declining.

Particularly significant were the headwinds of price and policy. In the U.S., the $7,500 tax credit for new EVs ended on September 30, 2025, and the impact of this was felt in sales. Reuters reported that EV sales plummeted after the tax credit ended, and the Trump administration rolled back policies that supported EV purchases and production, shifting towards making it easier to produce gasoline vehicles. In fact, the overall sales ratio of EVs also dropped significantly in the most recent quarter, and manufacturers began shifting their focus to more affordable EVs and hybrids. High-priced models like electric pickups are the first to be hit by these headwinds.

What is important here is that while electric trucks are struggling in the U.S., a different picture is emerging globally. According to the IEA, global sales of electric trucks increased by about 80% in 2024, expanding to about 2% of all truck sales. The growth is centered in China, which accounts for over 80% of global sales in 2024. Reuters also reported that in China, sales of new energy trucks in the first half of 2025 increased by 175% year-on-year to 76,100 units, accounting for about a quarter of new truck sales. This suggests that it's not that "electric trucks themselves are unfeasible," but rather that the conditions of price, policy, infrastructure, and usage environment are not yet aligned in the U.S. market.

Looking at reactions on social media and forums, this reality is discussed quite frankly. The most prominent voice is that they are "too expensive." In discussions about the price revision of the Cybertruck, there was a view that "it's not that electric pickups aren't popular, it's just that they don't sell at the $80,000 level." In discussions about GM's electric trucks, there were also reactions that "while range and fast charging have improved, the price is too high for the budget of most truck buyers." It's perceived not so much as an immature market but rather that the price is setting a limit first.

The next most common concern is "charging anxiety" rather than "range anxiety." In related threads, opinions like "the current anxiety is not about range but about charging" and "if home charging were available, the impression would change significantly, but in public charging or cold regions, both economy and peace of mind drop sharply" are shared. When towing is assumed, this anxiety becomes even stronger. In the F-150 Lightning user community, the view is shared that while short-distance towing is feasible, long-distance towing makes charging planning burdensome. In Rivian-related discussions, experiences of significantly reduced actual range in cold regions or when towing are prominent. The "peace of mind to get the job done under any conditions" expected from trucks is not yet fully met.

However, the atmosphere on social media is not entirely pessimistic. During periods of rising gasoline prices, comparisons like "you can run the Lightning for nearly a month with the amount it takes to fill up an internal combustion F-150" became a topic of discussion. Reuters also reported that the current high fuel prices could provide some tailwind for EV sales. In fact, for users who can charge cheaply at home, the cost of daily use, quietness, acceleration performance, and power supply function are very attractive. It's more natural to think of electric pickups not as a "completely failed product," but as one that strongly appeals to those whose usage fits, though the target audience is still not wide.

Manufacturers have already begun to change direction. Ford has ceased production of the F-150 Lightning and shifted its strategy from relying solely on large fully electric pickups to more realistic price ranges and configurations that alleviate range anxiety. InsideEVs also reported that companies are moving towards EVs with range extenders and more affordable, realistic models. This is not a retreat but rather a redesign tailored to market usage. The stage has shifted from selling ideals to creating products that are chosen even with conditions.

Ultimately, what the U.S. electric pickup market is facing is not a defeat of technology but a "mismatch between product design and market conditions." The optimism that they would sell even at high prices or that consumers would tolerate some inconvenience has crumbled. However, this also means that it has become clear what was lacking. Lowering prices, making charging commonplace, and demonstrating performance that provides peace of mind even when towing or in cold regions. If these can be achieved, electric trucks have the potential to grow again. The current slowdown is not the end. Rather, it may be the beginning of a real competition that starts after the illusions have been stripped away.

Source URL

https://www.nytimes.com/2026/04/07/climate/electric-truck-sales-united-staes.html

Breakdown of U.S. electric pickup sales in 2025, checking increases and decreases in Ford, Tesla, Rivian, and GM models
https://insideevs.com/news/784397/best-selling-electric-pickups-america-2025/

Checking U.S. EV overall annual and Q4 sales data for 2025 (Cox Automotive / Kelley Blue Book)
https://www.coxautoinc.com/wp-content/uploads/2026/01/Q4-2025-Kelley-Blue-Book-EV-Sales-Report.pdf

Checking the point that the entire U.S. new car market is slowing down due to high interest rates and high prices
https://www.reuters.com/business/autos-transportation/us-first-quarter-auto-sales-expected-slip-affordability-concerns-2026-04-01/

Checking the slowdown in sales after the end of EV tax credits, the decline in EV market share, and the impact of high fuel prices on EV demand
https://www.reuters.com/business/autos-transportation/kia-sell-lower-priced-electric-vehicle-us-2026-04-01/

Checking the confirmation that the U.S. EV tax credit ended on September 30, 2025
https://www.reuters.com/sustainability/us-electric-vehicle-tax-breaks-will-expire-sept-30-2025-07-03/

Checking the flow of Ford shifting from the F-150 Lightning to a more realistic EV strategy
https://www.reuters.com/business/autos-transportation/ford-retreats-evs-takes-195-billion-charge-trump-policies-take-hold-2025-12-15/

Checking the confirmation that global sales of electric trucks increased by about 80% in 2024, with China accounting for over 80% of global sales
https://www.iea.org/reports/global-ev-outlook-2025/trends-in-heavy-duty-electric-vehicles

Checking the confirmation that sales of large electric trucks in China are rapidly increasing
https://www.reuters.com/sustainability/climate-energy/soaring-electric-truck-sales-deal-new-blow-diesel-use-china-2025-07-11/

Reference to the reaction on social media and forums that "economy is high if home charging is available"
https://www.reddit.com/r/F150Lightning/comments/1sc854c/145_to_fill_up_an_ice_f150_142_for_an_entire/

Reference to the reaction on social media and forums that "charging anxiety" is more of a concern than "range anxiety"
https://www.reddit.com/r/electriccars/comments/1py54ca/is_ev_anxiety_real_or_users_have_the_wrong_ev/

Reference to the reaction on social media and forums regarding usability when towing
https://www.reddit.com/r/F150Lightning/comments/1lhqa3q/f150_in_its_current_form_is_not_going_to_receive/

Reference to the reaction on social media and forums regarding concerns about actual range in cold regions and when towing
https://www.reddit.com/r/Rivian/comments/1i3k6z1/abysmal_winter_range_on_r1t/

Reference to the reaction on social media and forums that "performance has improved but the price is too high"
https://www.reddit.com/r/GMCSierraEV/comments/1osa8x3/fate_of_ev_trucks/