Currently, only three electric pickup trucks are available for purchase: The Rivian R1T, Ford F-150 Lightning, and the GMC Hummer EV. However, there are numerous upcoming electric trucks, and the strong demand for these cutting-edge vehicles is evident. The GMC Sierra EV has garnered around 20,000 reservations in just over a month, as reported by GM Authority. When combined with the reservations for the Chevy Silverado EV and Hummer EV, the total number of people eagerly awaiting a new truck without a petrol engine reaches hundreds of thousands.
During General Motors’ Investor Day on November 17, CEO Mary Barra revealed that total reservations for the Silverado EV had exceeded 170,000. Coupled with the overwhelming interest in the various trims of the Hummer EV, GM has accumulated at least 280,000 reservations for electric trucks. It’s worth noting that the Silverado and Sierra models have not even hit the market yet.
The rate at which reservations for electric vehicles are being made is remarkable. Additionally, Ford has also experienced significant demand. The automaker closed reservations for the F-150 Lightning in December of the previous year after reaching 200,000 reservations. It only began accepting new orders in August.
Ford
The initial success of models like the GMC Sierra EV has sparked rumors and semi-official announcements about potential new electric pickups. Ford CEO Jim Farley has mentioned plans for a new companion to the F-150 Lightning, and there are talks about a mid-size Hummer EV being in the works as well.
The traditional pickup truck buyers are yet to join the conversation. Rivian’s offering is positioned more as an adventure vehicle rather than a standard workhorse, making it a fashion statement. The EV startup doesn’t target conventional truck drivers. Similarly, established automakers have noted peculiar trends among their reservation holders. Many of them, regardless of the brand they prefer, have no prior experience with electric vehicles, or even pickup trucks for that matter.
I like to call these buyers “Unconventional Electric Pickup Enthusiasts.” The question arises: What motivates them to make these purchases now? It’s akin to choosing the “guilt-free” frozen mac and cheese at Trader Joe’s. Do you get where I’m going with this, cameraman? Personally, it’s not something I’d opt for, but these individuals are different. They perceive themselves as embodying the essence of owning a truck without attracting the disdain sometimes associated with these vehicles by certain Twitter-centric coastal elites. Consequently, they can enjoy the benefits without the guilt.
Rivian
The fervent demand for electric pickups will persist as long as these new types of buyers continue to emerge, as their main concern seems to be the image rather than the practicality of the vehicles. It’s probable that these trucks will be used primarily for everyday commuting and as family vehicles, much like conventional combustion-powered trucks are used. This explains why each electric pickup is exclusively offered in a crew cab variant. Considerations such as towing capacity, charging times, and other technicalities don’t pose significant concerns for individuals who don’t frequently engage in heavy towing or long-distance charging away from home.
The critical question remains whether automakers can meet the demand for materials required to manufacture these large vehicles. Given that all these electric trucks are equipped with batteries exceeding 100 kilowatt-hours, a substantial number of cells are needed, and these are currently in short supply. Despite the astronomical reservation figures, some buyers may have to wait for years before receiving their promised slice of the pie.
Contact the author at peter@thedrive.com