America isn't buying expensive electric trucks
Expensive electric pickups are proving a hard sell in the U.S., based on declining 2026 sales and steep discounts on these vehicles from automakers such as General Motors.
While mass adoption of EVs has been slower in the U.S. than in Europe, these large pickups are moving off lots at an especially glacial rate. High prices, lower capability than gas-powered trucks, and the loss of the federal tax credit have all impacted this category.
The numbers point to a broader problem for brands including General Motors (GM), Ford (F), Rivian (RIVN), and Tesla (TSLA) in the large electric pickup segment. These carmakers may be forced to rethink their pricing or their EV strategy as a whole if the slowdown continues.
Electric trucks are a hard sell
GM's current discounts for full-size electric pickups have been especially telling.
As spotted by automotive publication Carscoops, one dealership is offering a whopping discount of up to $21,396 on the Chevrolet Silverado EV. The dealer still has a 2024 model in stock, despite the industry already starting to introduce 2027 model-year vehicles.
In Missouri, another Chevy dealer is offering $15,000 off the same truck. Discounts of more than $10,000 are also available for the Silverado's corporate cousin, the GMC Sierra EV.
These significant discounts are unthinkable for gas-powered full-size trucks, which remain in high demand across America.
Sales data from Cox Automotive align with these discounts. Over the first half of 2026, all but one full-size electric pickup has seen a decline in sales.
Model | First-Half Sales (2026) | Year-Over-Year Change |
Ford F-150 Lighting | 4,481 | -65.6% |
Tesla Cybertruck | 7,263 | -32.2% |
Rivian R1T | 2,877 | -17.3% |
Chevrolet Silverado EV | 3,672 | -32.5% |
GMC Sierra EV | 3,044 | +9.8% |
GMC Hummer (including SUV) | 3,601 | -54.9% |
Only the Sierra EV has sold more units this year, but its growth was overshadowed by another GM EV's decline, as the Hummer tumbled by almost 55%.
Ford's F-150 Lightning was discontinued as the company revised its EV strategy and prepares to launch a more profitable EV platform.
Convincing Americans to spend well over six figures on an electric pickup is a major challenge faced by these automakers.
Why automakers are rethinking their EV truck plans
Large pickups have dominated in the U.S. for decades, so many automakers have bet that this success story will continue as pickups transition to electric power.
This didn't happen, as the advantages of an electric powertrain clash with the expectations of a pickup, most notably towing. The need to fit these trucks with large battery packs also contributed to their elevated price tags.
There's now a shift away from large electric pickups.
More Automotive:
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Ford has already discontinued the F-150 Lightning and has plans to launch a smaller and much cheaper electric truck at around the $30,000 mark, while GM is relying on heavy incentives.
New startup Slate will soon introduce a back-to-basics electric truck at below $25,000, which it claims will be profitable, reports CNBC.
Those prices are a far cry from the $80,000 buyers can easily spend on any of the current, full-size electric trucks on sale.
While consumers have not entirely rejected electric trucks, they've largely shown they aren't prepared to spend luxury-car prices on one.
Next-generation electric trucks may look entirely different
The industry's next battleground could be cheaper, smaller electric pickups.
Ford's upcoming challenger and Slate's stripped-down pickup are two confirmed models redefining the future of this segment. Another EV startup, Telo Trucks, recently showed off its $41,000 MT1.
The MT1 is a compact electric truck that charges at a rate equivalent to luxury EVs costing double the price, reports Autoblog.
At under $50,000, towing expectations are less demanding. Battery sizes can also go down, promoting a shift toward affordability and efficiency, while still offering buyers a more practical alternative to a sedan or SUV.
While bigger may be perceived as better for gas trucks, the brands winning the electric truck war may be the ones that can make them affordable for mainstream buyers.
Related: Toyota sends mixed message on its EV future
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This story was originally published July 17, 2026 at 10:47 AM.