Is the $30k EV Truck Dead?

[PJnc284]

What was the best selling full size EV truck in 2025 then?

That obviously means nothing at those numbers. That basically equates to a participation trophy.

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[Altivec]

That obviously means nothing at those numbers. That basically equates to a participation trophy.

It is a growing market and will continue to grow. Although the lightnings sales stayed relatively flat the last couple of years, more and more full size trucks kept getting introduced during that time frame so the growing sales numbers got distributed between more OEM's. If Cybertruck and GM sales were added to the lightning numbers, you would see a big uptick year over year. The fact the lightning was #1 in sales even though they were the oldest with no refreshed tech was pretty remarkable.

Even at those what you call "participation" trophy numbers, there are many models, even within Ford, that never even reach those numbers.

 

[PJnc284]

I'll give you that it's impressive they stayed at the top without making any meaningful upgrades over the 4 model years and no real marketing or dealer support. The Lightning also had a head start though. Rivian sales are meh in general probably mostly due to cost. The refrigerator overpromised and underdelivered and muskrat didn't do any favors. The combined GM twin sales ended up being slightly less than the Lightning for 2025 but they probably outpriced themselves as well before more affordable options became available. Would've been interesting to see 2026 numbers with the Lightning still in the mix but I suspect overall sales will trend down this year.

 

[garsh]

What was the best selling full size EV truck in 2025 then?

Technically, the GM trucks (Silverado, Sierra, & Hummer) outsold the Lightning slightly in 2025.

However you look at it, full-size EV truck sales were rather dismal last year. The Lightning was never going to be profitable for Ford at those levels. Better that they concentrate on designing a lower-cost EV platform before trying again.

 

[garsh]

The combined GM twin sales ended up being slightly less than the Lightning for 2025

Triplets. Don't forget the GM Hummer.

https://insideevs.com/news/784397/best-selling-electric-pickups-america-2025/

 

[PJnc284]

Triplets. Don't forget the GM Hummer.

https://insideevs.com/news/784397/best-selling-electric-pickups-america-2025/

I think the hummer variants have their own niche of buyers that probably wouldn't consider the others.

 

[chl]

You know I hate to say it but authors these days are using AI to gather their info for stories etc. and we have seen this garble the facts many times before.

It's a damn shame but we have to double check every fudging thing we see on line now, even from usually reliable sources, thanks to AI and laziness.

And they want AI to run our trucks?!

 

[Ford Motor Company]

Really Brian. I appreciate you out here supporting the community but that's BS to me... I believed you about a months ago when you had similar Ford propaganda reassuring us that the aluminum shortage was just temporary, the plant shut downs were temporary (see here is a statement from Ford just like this one). You even said those sites and "journalists" posting the demise of the lightning didn't have a clue and that they were all garbage sites including the WSJ... It was reassuring when you said those things and I believed you. I am pretty sure you weren't aware of what was going on nor were you intentionally trying to mislead us but at the same time why should I believe anything you or Ford puts out. Sorry Brian but Trust has been destroyed.

This is a very fair statement to make and I completely understand. At the time I shared that information with this group, that was the current plan and information I had to share and personally understood.

The UEV truck is well under way. I can assure you of that. And we will be sharing more about it when ready.

 

[02Reaper]

Here is the reality. Does Ford produce a gas truck that is 30k today? How about a ev truck that is 30k today? Not saying they can't produce a truck, but I don't think they can produce a 30k truck in any form. Not today and certainly not in the future.

 

[Ford Motor Company]

Here is the reality. Does Ford produce a gas truck that is 30k today? How about a ev truck that is 30k today? Not saying they can't produce a truck, but I don't think they can produce a 30k truck in any form. Not today and certainly not in the future.

The Ford Maverick.

 

[StevenC56]

The Ford Maverick.

A tiny bare bones stripped truck with a gas engine. Well done!

 

[02Reaper]

The Ford Maverick.

You right and that is the bare bones model. Some of them are just barely under 30k. Still I don't see prices getting any cheaper. I guess we will see.

 

[Altivec]

So Ford can barely build a bare bones 30k ICE truck today (in Mexico) but I've been told by a certain company that "the battery" made a certain truck that has been recently cancelled too expensive to build and make the company profits. Now let's add in a couple more years of inflation, said battery, mentioned innovative tech, and still have dealers that gouge anything EV and say we are going to do that for 30k and also make it in the USA so there are no tariffs.

HA HA HA....Good luck with that. If a $30K model is ever sold, it will be a la lightning. Just for show. Fleet only, wait a year until we make about 4 of them, all so we can say we kept our promise of a $39k lightning.

At least for us in Canada, $30KCAN ($21.5K US) EV's will be a reality as Canada was forced to make a deal with China to sell low cost EV's with almost no tariffs. This is the beginning of American Auto losing out on a 1.8 million unit/year market. All avoidable and for no reason.

 

[Jseis]

Here’s a likely scenario: USA balance of trade goes off the rails and becomes unsustainable as tariffs become political tools only. Meanwhile Chinese engineers keep churning out advance BEVs and make serious inroads to Canadian, South American, Euro markets. A glut of oil keeps gas prices low, thus ICE hybrid monstrosities prevail US BEV tech lags. Skateboard platforms have ICE screaming 4 cylinders for “range” ! Worse, US electric grid and new energy sources lag. 10 years from now, China wins. Repeat of 70’s.

 

[j1wetter]

Jseis- totally agree. During the 70’s oil crisis when American automakers chose not to build smaller more efficient vehicles, Japanese automakers filled the void. Appears American automakers haven’t learned the lessons.
During 2 recent visits abroad we had the opportunity to use Chinese BYD. It was an incredible vehicle!

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