Pickups are highly profitable for U.S. automakers. Relatively simple to build, commercial and consumer demand drives prices higher than most luxury cars, and brand loyalty can be extreme – more than one bar fight has started with debates of Ford’s towing capabilities vs. Ram’s HEMI torque.
As the electric vehicle (EV) market matures, the pickup market could become the biggest battleground. By the end of 2021, consumers will be able to choose from:
- Tesla Cybertruck – An exercise in stainless-steel origami, the truck has thousands of pre-orders despite or because of its radical design
- Ford F-150 EV – Ford’s F-Series has been the most popular vehicle in the U.S. for generations, and the company promises to defend its turf in EVs
- GMC Hummer – General Motors (GM) is reviving the SUV brand name for electric pickups (See Vehicle News, pg. 29)
- Rivian R1T – The EV startup will also make Lincoln EVs for Ford Motor Co. and delivery vans for Amazon
- Lordstown Motors Endurance – Another startup operating out of GM’s former Ohio plant, the truck will use in-wheel motors to eliminate drivetrain components
- Bollinger B2 – Set to be the most powerful and most expensive ($125,000 starting price) EV truck, the B2 is nearly as angular as the Cybertruck
- Nikola Badger – Due out late this year, the 906hp Badger comes from a company that has been working on EV Class 8 trucks
In addition, GM and Toyota have hinted that electric or plug-in hybrid trucks are in the works.
The big question will be how the market will respond to this glut of truck options, making the response to 2021’s EV Pickup Wars a big test for eMobility’s future.
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