Electric trucks are becoming a hot topic in the automotive industry, with major players like Ford and General Motors trying to navigate the challenges of transitioning their massive vehicles to electric power. The shift to electric trucks is not as straightforward as it may seem, as highlighted by recent struggles faced by Ford with its F-150 Lightning.
The F-150 Lightning was supposed to be a game-changer, with Ford hoping to sell 150,000 units annually by 2023. However, sales have fallen short, with only 86,000 units sold so far. The high cost of electric trucks, limited range due to towing and hauling capabilities, and the political divide surrounding EVs have all contributed to the slow adoption of electric pickups.
In a recent Bloomberg Businessweek article, it was revealed that automakers sold only about 35,000 electric pickups in the US in the first half of 2025, compared to 1.6 million gasoline-powered full-size pickups. This discrepancy underscores the challenges that automakers face in convincing traditional truck buyers to switch to electric.
Ford is trying to address these challenges with the announcement of a smaller, more aerodynamic electric truck that is expected to debut in 2027 with a starting price of around $30,000. Other manufacturers like Ram and Volkswagen’s offshoot, Scout, are exploring alternative powertrains like extended-range EVs to appeal to a wider audience.
Despite the struggles faced by traditional automakers, Volkswagen has achieved a significant milestone by selling 1.5 million of its ID-series electric cars in the last five years. The success of Volkswagen’s electric vehicles highlights the progress being made in the industry towards electrification.
In Norway, Tesla continues to thrive despite challenges in other markets. The country’s aggressive government subsidies and high EV adoption rate have made it a key market for Tesla, with sales growing by 24% year-on-year. Norway’s success with EVs serves as a model for other countries looking to transition to electric vehicles.
As the automotive industry grapples with the transition to electric trucks, it is clear that there is no one-size-fits-all solution. Automakers will need to innovate, adapt, and find creative ways to overcome the challenges of electrifying their truck lineup. Whether it’s through smaller, more affordable models or alternative powertrains, the future of electric trucks looks promising but requires strategic planning and execution.