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Can electric trucks breakthrough gas and diesel pickup loyalty?
Electric trucks haven’t yet made their way to the market, but plenty of them are announced. The big question is: Will EV trucks ever see the success that sedans and crossovers have? Can they be more popular than the gas and diesel trucks that are widely utilized across the world?
Pickup trucks are popular outside of the United States. In Canada, China, and even Australia, pickups are used by everyone from construction use to daily drivers. Their versatility as a luxury vehicle or a way to move large objects from one location to another makes them one of the more feasible types of vehicles available to consumers. For years, trucks have been listed as powerful, sturdy, and capable machines that have loyal consumer bases because of their adequacy for a wide range of activities.
But with the ongoing transition away from gas powertrains and toward electrification, trucks are simply next on the list to receive battery-powered operation. With several manufacturers releasing designs, pricing, and other variables for electric trucks, the question remains of whether or not the EV truck segment as a whole will be able to make a dent in the popularity of petrol-powered trucks in the future.
There seem to be several boundaries that EV trucks need to cross into to gain the trust and secure a sale to a driver who is interested in a truck but has their mind set on gas or diesel powertrains. I believe that one is going to be proving effectiveness in “work” settings like towing, off-roading, and hauling. The other is breaking through the brand loyalty that many truck buyers have with a certain manufacturer. Interestingly, it is tough to determine which will be harder for an EV truck maker to break, but it will likely be switching an owner away from their usual manufacturer.
Truck owners seem to hold a loyalty to their favorite manufacturer that is unmatched by owners of other segments. All too often, especially in my neck of the woods, I see and hear truck owners talking about why their manufacturer is the best, why others cannot seem to compare, and why they’ll never buy another brand of truck. Sometimes, you’ll even see the infamous bumper sticker of a kid peeing on a rival truck maker’s logo.
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But breaking a consumer away from a brand that they have put many years, and many dollars, into owning a certain vehicle is arguably one of the most difficult parts of selling cars. Past the production issues, which have plagued many car companies, Tesla included, for years, growing a brand is difficult. To have a consumer willingly switch brands is a tough task, and it usually relies on that company providing a massive shortcoming to that consumer in particular.
For example, bad customer service, poor quality, or even a political stance can cause a consumer to switch sides and consider other options. But these things are rare occurrences, so to really convince someone to try a different brand without any negative experiences really requires a product that makes someone go, “Wow, I need that.”
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Electric trucks certainly have the pizzazz and the appeal to make this happen. I would argue that the Cybertruck is probably the truck that will most likely drive more people to switch from gas or diesel-powered machines to electric ones. Simply because the design is so unique, many people may just be looking for something new that looks “tough” and “durable.” The Cybertruck certainly fits that bill.
However, the Rivian R1T has it’s own advantages too. Because of the fact that it has more of a “traditional” truck look, which is exactly what Tesla and Elon Musk were looking to avoid, it may be more fitting for many recurring truck buyers. It has the durability; it has the look, it has the options. It also is around the same price as many other trucks on the market, so the “too expensive” argument goes out of the window for those that still use it.
The next real test is proving durability and effectiveness. We have seen the Cybertruck pull the F-150 in a tug of war, but people still may be looking to see the vehicle perform normal everyday work. Same with the R1T.
The typical truck buyer is likely hauling things as small as 2x4s or as large as a boat. Before religious pickup buyers truly accept EV trucks, the manufacturers will have to prove that their products are capable of hauling normal, everyday things and large and difficult items. Performance and overall use capabilities will be proven before any truck buyers consider an electric option.
Please e-mail or tweet your thoughts about this subject. I am certainly interested in hearing what you all have to say about trucks and how EV makers can start making a dent in gas-powered pickup sales once deliveries begin. I think it will take more than a new, fresh, and fun way to drive a car to swing consumers to the “other side,” unlike it was with the sedan segment. Sedans are sedans, and they’re all pretty similar. I don’t believe there is as much brand loyalty on that side of things, but I could be wrong.
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News
Tesla Sweden appeals after grid company refuses to restore existing Supercharger due to union strike
The charging site was previously functioning before it was temporarily disconnected in April last year for electrical safety reasons.
Tesla Sweden is seeking regulatory intervention after a Swedish power grid company refused to reconnect an already operational Supercharger station in Åre due to ongoing union sympathy actions.
The charging site was previously functioning before it was temporarily disconnected in April last year for electrical safety reasons. A temporary construction power cabinet supplying the station had fallen over, described by Tesla as occurring “under unclear circumstances.” The power was then cut at the request of Tesla’s installation contractor to allow safe repair work.
While the safety issue was resolved, the station has not been brought back online. Stefan Sedin, CEO of Jämtkraft elnät, told Dagens Arbete (DA) that power will not be restored to the existing Supercharger station as long as the electric vehicle maker’s union issues are ongoing.
“One of our installers noticed that the construction power had been backed up and was on the ground. We asked Tesla to fix the system, and their installation company in turn asked us to cut the power so that they could do the work safely.
“When everything was restored, the question arose: ‘Wait a minute, can we reconnect the station to the electricity grid? Or what does the notice actually say?’ We consulted with our employer organization, who were clear that as long as sympathy measures are in place, we cannot reconnect this facility,” Sedin said.
The union’s sympathy actions, which began in March 2024, apply to work involving “planning, preparation, new connections, grid expansion, service, maintenance and repairs” of Tesla’s charging infrastructure in Sweden.
Tesla Sweden has argued that reconnecting an existing facility is not equivalent to establishing a new grid connection. In a filing to the Swedish Energy Market Inspectorate, the company stated that reconnecting the installation “is therefore not covered by the sympathy measures and cannot therefore constitute a reason for not reconnecting the facility to the electricity grid.”
Sedin, for his part, noted that Tesla’s issue with the Supercharger is quite unique. And while Jämtkraft elnät itself has no issue with Tesla, its actions are based on the unions’ sympathy measures against the electric vehicle maker.
“This is absolutely the first time that I have been involved in matters relating to union conflicts or sympathy measures. That is why we have relied entirely on the assessment of our employer organization. This is not something that we have made any decisions about ourselves at all.
“It is not that Jämtkraft elnät has a conflict with Tesla, but our actions are based on these sympathy measures. Should it turn out that we have made an incorrect assessment, we will correct ourselves. It is no more difficult than that for us,” the executive said.
Elon Musk
Music City Loop could highlight The Boring Company’s real disruption
The real story behind the tunneling startup’s Nashville tunnel project is the company’s targeted $25 million per mile construction cost.
Recent commentary on social media has highlighted what could very well prove to be The Boring Company’s real disruption.
The analysis was shared by tech watcher Aakash Gupta on social media platform X, where he argued that the real story behind the tunneling startup’s Nashville tunnel project is the company’s targeted $25 million per mile construction cost.
According to Gupta’s breakdown, Nashville’s 2018 light rail proposal was priced at roughly $200 million per mile. New York’s East Side Access project reportedly cost about $3.5 billion per mile, while Los Angeles Metro expansion projects have approached $1 billion per mile.
By comparison, The Boring Company has stated it can construct 13 miles of twin tunnels in the Music City Loop for between $240 million and $300 million total. That implies a cost near $25 million per mile, or roughly a 95% reduction from industry averages cited in the post.
Several technical departures from conventional tunneling allow the Boring Company to lower its costs, from its smaller 12-foot diameter tunnels to its fully electric Prufrock machines that are designed to mine continuously with no personnel inside the tunnel and their capability to “porpoise” for easy launch and retrieval.
Tesla and Space CEO Elon Musk responded to the post on X, stating simply that “Tunnels are so underrated.”
The Boring Company has seen some momentum as of late, with the company recently signing a construction contract in Dubai and the Universal Orlando Loop progressing. Recent reports have also pointed to tunnels potentially being constructed to solve traffic congestion issues near the Giga Nevada area.
While The Boring Company’s tunnels have so far been used for Loop systems publicly for now, Elon Musk recently noted that the tunneling startup’s underground passages would not be limited only to ride-hailing vehicles.
In a reply to a post on X which discussed the specifications of the Music City Loop, Musk clarified that “any fully autonomous electric cars can use the tunnels.” This suggests that vehicles potentially running systems like FSD Supervised, even if they are not Teslas, could be used in systems like the Music City Loop in the future.
Elon Musk
SpaceX IPO could push Elon Musk’s net worth past $1 trillion: Polymarket
The estimates were shared by the official Polymarket Money account on social media platform X.
Recent projections have outlined how a potential $1.75 trillion SpaceX IPO could generate historic returns for early investors. The projections suggest the offering would not only become the largest IPO in history but could also result in unprecedented windfalls for some of the company’s key investors.
The estimates were shared by the official Polymarket Money account on social media platform X.
As noted in a Polymarket Money analysis, Elon Musk invested $100 million into SpaceX in 2002 and currently owns approximately 42% of the company. At a $1.75 trillion valuation following SpaceX’s potential $1.75 trillion IPO, that stake would be worth roughly $735 billion.
Such a figure would dramatically expand Musk’s net worth. When combined with his holdings in Tesla Inc. and other ventures, a public debut at that level could position him as the world’s first trillionaire, depending on market conditions at the time of listing.
The Bloomberg Billionaires Index currently lists Elon Musk with a net worth of $666 billion, though a notable portion of this is tied to his TSLA stock. Tesla currently holds a market cap of $1.51 trillion, and Elon Musk’s currently holds about 13% to 15% of the company’s outstanding common stock.
Founders Fund, co-founded by Peter Thiel, invested $20 million in SpaceX in 2008. Polymarket Money estimates the firm owns between 1.5% and 3% of the private space company. At a $1.75 trillion valuation, that range would translate to approximately $26.25 billion to $52.5 billion in value.
That return would represent one of the most significant venture capital outcomes in modern Silicon Valley history, with a growth of 131,150% to 262,400%.
Alphabet Inc., Google’s parent company, invested $900 million into SpaceX in 2015 and is estimated to hold between 6% and 7% of the private space firm. At the projected IPO valuation, that stake could be worth between $105 billion and $122.5 billion. That’s a growth of 11,566% to 14,455%.
Other major backers highlighted in the post include Fidelity Investments, Baillie Gifford, Valor Equity Partners, Bank of America, and Andreessen Horowitz, each potentially sitting on multibillion-dollar gains.
Tesla Sweden appeals after grid company refuses to restore existing Supercharger due to union strike
Music City Loop could highlight The Boring Company’s real disruption
