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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.”
Credit: @KimPaquette | Twitter
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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Tesla Model 3 filings in China show interesting hardware addition
The addition of a front bumper camera to the Tesla Model 3 is a big upgrade from a hardware perspective.
Tesla Model 3 filings in China are showing the vehicle could get a very interesting hardware addition, one that was not included on the “Highland” update when it rolled out to customers a year and a half ago.
The Model 3 Highland is Tesla’s updated version of the all-electric sedan, and was launched across the world in early 2024. It featured a variety of updates, including new exterior and interior designs.
However, there were a few things missing from the update that surprised Tesla fans because they were included on other cars.
One of them was the lack of a front bumper camera, a hardware piece that was included on other vehicles within the company’s lineup, including the Model Y Juniper, an updated version of the all-electric crossover that launched earlier this year.
Now, it seems Tesla is preparing to implement that front camera on the Model 3, as new filings with China’s Ministry of Industry and Information Technology (MIIT) showed the car with the addition:
🔥🔥 Tesla will soon add a front bumper camera to the Model 3!
The images confirming this upgrade were leaked on the official website of China’s Ministry of Industry and Information Technology (MIIT).
H/t @kas12323 pic.twitter.com/ieRv9wiwOK
— The Tesla Newswire (@TeslaNewswire) August 8, 2025
The front bumper camera is a small but powerful addition to Tesla vehicles. It not only enhances visibility for simple tasks like parking, helping avoid things like curbs, but it also helps provide a wider field of view directly in front of the car.
It is also a crucial part of the Full Self-Driving and Autopilot suites, helping provide yet another angle of vision for the vehicle as Tesla makes its suite more robust. It is already improving through software upgrades and data collection, but it could always use additional hardware to enhance accuracy.
A Model 3 Highland test mule was spotted near Boston, Massachusetts, back in May with a variety of additional cameras equipped. Some believed this was a vehicle that was assisting with collecting training data.
Tesla is testing a Model 3 with some mysterious cameras in the U.S.
However, it could be a sign of Tesla planning to add this piece of hardware to a slightly updated version of the new Model 3 that could come to production in various markets in the near future.
Elon Musk
Tesla CEO Elon Musk details massive FSD update set for September release
“This will substantially reduce the need for driver attention, but some complex intersections, heavy weather or unusual events will still require attention.”
Tesla CEO Elon Musk detailed the changes that are expected to come with a massive Full Self-Driving (FSD) update, which is set to roll out sometime in September, he revealed earlier this week.
Tesla has been refining its FSD suite for years, but it has never been as good as it is now. The focus is to get the suite to a point where interventions are no longer needed and drivers simply become passengers, as they will not be responsible for paying attention to the road.
Elon Musk teases crazy new Tesla FSD model: here’s when it’s coming
That version of FSD will come eventually, but not next month. However, there are dramatic improvements that will come with next month’s FSD update that will roll out to the public, Musk said:
“The FSD software update next month will be a major step-change improvement for rare conditions.”
The FSD software update next month will be a major step-change improvement for rare conditions
— Elon Musk (@elonmusk) August 8, 2025
Additionally, he provided specific details on what would change, hinting that the need for a driver to pay attention will be “substantially reduced,” but there are some “complex intersections, heavy weather, or unusual events” that will still require drivers to assume responsibility for the car:
“This will substantially reduce the need for driver attention, but some complex intersections, heavy weather or unusual events will still require attention.”
This will substantially reduce the need for driver attention, but some complex intersections, heavy weather or unusual events will still require attention.
Note, the Austin robotaxi FSD build is ~6 months more advanced than what is available in cars in America and there are…
— Elon Musk (@elonmusk) August 8, 2025
We have been teased about these types of updates before, but usually they involve some kind of mention of FSD being ready for unsupervised driving “by the end of the year.” Musk did not mention that here.
There is also the fact that Tesla has another FSD build in Austin for the Robotaxi suite that is more advanced than what is available to the public. It has performed well, Musk says, making claims that there are times when it feels “eerily human.”
Tesla Q2 2025 vehicle safety report proves FSD makes driving almost 10X safer
The improvements in FSD capabilities in subsequent releases are usually very evident. As Tesla continues to refine the suite for the public, it gains more confidence and becomes smarter through the collection of data and the use of neural networks.
The only thing left to wait for is the release itself, and we are hopeful it will roll out to the public in September, as Musk says.
News
Tesla Model Y L’s impressive specs surface in China’s recent MIIT filing
The Tesla Model Y L is expected to launch later this year.
The specs of the upcoming Tesla Model Y L has appeared in new Chinese regulatory filings, revealing key specifications including a six-seat layout and an extended range of up to 751 kilometers. The variant is expected to launch later this year alongside a new long-range Model 3 variant rated at 830 kilometers.
The updates were listed on the China Ministry of Industry and Information Technology’s (MIIT) latest batch of new energy vehicle models that are eligible for vehicle purchase tax exemptions.
Model Y L to debut with larger battery, six-seat layout
Listed under the model code TSL6500BEVBA0, the Model Y L will feature dual motors producing 142 kW at the front and 198 kW at the rear. It will be powered by a 465-kilogram 82.0-kWh lithium-ion battery from LG Energy Solution, with a pack energy density of 176 Wh/kg, as noted in a CNEV Post report. The long-range crossover achieves 751 km on the lenient CLTC cycle, making it Tesla’s highest-range Model Y to date in China despite its curb weight of 2,088 kg.
The “L” designation is believed to refer to the vehicle’s larger size and seating configuration, as the new variant is listed with six seats. It builds on Tesla’s strategy to diversify offerings in the Model Y lineup, which currently includes both RWD and AWD five-seat versions.
Model 3+ breaks record with 830 km CLTC range
Alongside the Model Y L, Tesla China also registered a new rear-wheel-drive Model 3, which was designated with the model code TSL7000BEVBR1. The vehicle boasts either 800 or 830 km of range on the CLTC cycle, depending on its trim. This marks the highest range yet for any Tesla vehicle in China.
The variant will use a 448-kilogram, 78.4-kWh LG-supplied battery with an energy density of 175 Wh/kg and a peak motor output of 225 kW. The vehicle’s curb weight is listed at 1,760 kg. The model was previously identified in filings as “Model 3+,” hinting at a possible tier above the existing long-range variant, which tops out at 753 km CLTC.
Tesla Model 3 filings in China show interesting hardware addition
Tesla CEO Elon Musk details massive FSD update set for September release
Tesla Model Y L’s impressive specs surface in China’s recent MIIT filing
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