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Can electric trucks breakthrough gas and diesel pickup loyalty?

Credit: R1T from Rivian | Cybertruck from Arash Malek | Nikola Badger from Trevor Milton

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5 years ago

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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.

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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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I use this newsletter to share my thoughts on what is going on in the Tesla world. If you want to talk to me directly, you can email me or reach me on Twitter. I don’t bite, be sure to reach out!

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Joey has been a journalist covering electric mobility at TESLARATI since August 2019. In his spare time, Joey is playing golf, watching MMA, or cheering on any of his favorite sports teams, including the Baltimore Ravens and Orioles, Miami Heat, Washington Capitals, and Penn State Nittany Lions. You can get in touch with joey at joey@teslarati.com. He is also on X @KlenderJoey. If you're looking for great Tesla accessories, check out shop.teslarati.com

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Elon Musk

Elon Musk reveals when SpaceX will perform first-ever Starship catch

“Starship catch is probably flight 13 to 15, depending on how well V3 flights go,” Musk said.

Published

11 hours ago

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August 28, 2025

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Credit: SpaceX

Elon Musk revealed when SpaceX would perform the first-ever catch attempt of Starship, its massive rocket that will one day take life to other planets.

On Tuesday, Starship aced its tenth test flight as SpaceX was able to complete each of its mission objectives, including a splashdown of the Super Heavy Booster in the Gulf, the deployment of eight Starlink simulators, and another splashdown of the ship in the Indian Ocean.

It was the first launch that featured a payload deployment:

SpaceX Starship Flight 10 was so successful, it’s breaking the anti-Musk narrative

SpaceX was transparent that it would not attempt to catch the Super Heavy Booster, something it has done on three previous occasions: Flight 5 on October 13, 2024, Flight 7 on January 16, and Flight 8 on March 6.

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This time, it was not attempting to do so. However, there are bigger plans for the future, and Musk detailed them in a recent post on X, where he discussed SpaceX’s plans to catch Starship, which would be a monumental accomplishment.

Musk said the most likely opportunities for SpaceX to catch Starship itself would be Flight 13, Flight 14, and Flight 15, but it depends on “how well the V3 flights go.”

The Starship launched with Flight 10 was a V2, which is the same size as the subsequent V3 rocket but has a smaller payload-to-orbit rating and is less powerful in terms of initial thrust and booster thrust. Musk said there is only one more V2 rocket left to launch.

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V3 will be the version flown through 2026, as V4, which will be the most capable Starship build SpaceX manufactures, is likely to be the first company ship to carry humans to space.

Musk said that SpaceX planned to “hopefully” attempt a catch of Starship in 2025. However, it appears that this will likely be pushed back to 2026 due to timing.

SpaceX will take Starship catch one step further very soon, Elon Musk confirms

SpaceX would need to launch the 11th and 12th test flights by the end of the year in order to get to Musk’s expected first catch attempt of Flight 13. It’s not unheard of, but the company will need to accelerate its launch rate as it has only had three test flights this year.

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Tesla Robotaxi rival Waymo confirms massive fleet expansion in Bay Area

New data from the California Public Utilities Commission (CPUC) said Waymo had 1,429 vehicles operating in California, and 875 of them were “associated with a terminal in San Francisco,” according to The SF Examiner.

Published

13 hours ago

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August 28, 2025

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Credit: Uber

Tesla Robotaxi rival Waymo has confirmed that it has expanded its fleet of driverless ride-sharing vehicles in the Bay Area of California massively since its last public disclosure.

It is perhaps one of the most important metrics in the race for autonomous supremacy, along with overall service area. Tesla has seemed to focus on the latter, while expanding its fleet slowly to maintain safety.

Waymo, on the other hand, is bringing its fleet size across the country to significant levels. In March, it told The SF Examiner that there were over 300 Waymos in service in the San Francisco area, which was not a significant increase from the 250 vehicles on the road it reported in August 2023.

In May, the company said in a press release that it had more than 1,500 self-driving Waymos operating nationwide. More than 600 were in the San Francisco area.

Tesla analyst compares Robotaxi to Waymo: ‘The contrast was clear’

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However, new data from the California Public Utilities Commission (CPUC) said Waymo had 1,429 vehicles operating in California, and 875 of them were “associated with a terminal in San Francisco,” according to The SF Examiner.

CPUC data from March 2025 indicated that there were a total of 1,087 Waymo vehicles in California, with 762 located in San Francisco. Some were test vehicles, others were deployed to operate as ride-sharing vehicles.

The company’s August update also said that it deploys more than 2,000 commercial vehicles in the United States. That number was 1,500 in May. There are also roughly 400 in Phoenix and 500 in Los Angeles.

While Waymo has done a good job of expanding its fleet, it has also been able to expand its footprint in the various cities it is operating in.

Most recently, it grew its geofence in Austin, Texas, to 90 square miles. This outpaced Tesla for a short period before the company expanded its Robotaxi service area earlier this week to roughly 170 square miles.

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Tesla one-ups Waymo once again with latest Robotaxi expansion in Austin

The two companies have drastically different approaches to self-driving, as Waymo utilizes LiDAR, while Tesla relies solely on cameras for its suite. Tesla CEO Elon Musk has made no mistake about which he believes to be the superior solution to autonomy.

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Tesla launches Full Self-Driving in a new region

Today, Tesla launched Full Self-Driving in Australia for purchase by car buyers for $10,100, according to Aussie automotive blog Man of Many, which tried out the suite earlier this week.

Published

14 hours ago

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August 28, 2025

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Credit: Tesla

Tesla has launched its Full Self-Driving suite in a new region, marking a significant step in the company’s progress to expand its driver assistance suite on a global scale.

It is also the first time Tesla has launched FSD in a right-hand-drive market.

Today, Tesla launched Full Self-Driving in Australia for purchase by car buyers for $10,100, according to Aussie automotive blog Man of Many, which tried out the suite earlier this week.

Previously, Basic and Enhanced Autopilot suites were available, but the FSD capability now adds Traffic Light and Stop Sign Control, along with all the features of the previous two Autopilot suites.

It is the first time Tesla has launched the suite by name in a region outside of North America. In China, Tesla has “City Autopilot,” as it was not permitted to use the Full Self-Driving label for regulatory reasons.

However, Tesla still lists Full Self-Driving (Supervised) as available in the U.S., Canada, China, Mexico, and Puerto Rico.

The company teased the launch of the suite in Australia earlier this week, and it appeared to have been released to select media members in the region earlier this week:

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Tesla FSD upcoming Australia release seemingly teased bv media

The rollout of Full Self-Driving in the Australian market will occur in stages, as Model 3 and Model Y vehicles with Hardware 4 will receive the first batch of FSD rollouts in the region.

TechAU also reported that “the initial deployment of FSDs in Australia will roll out to a select number of people outside the company, these people are being invited into Tesla’s Early Access Program.”

Additionally, the company reportedly said it is “very close” to unlocking FSD in customer cars:

Each new Tesla sold will also come with a 30-day free trial of the suite.

Australia is the sixth country to officially have Full Self-Driving available to them, following the United States, Canada, China, Mexico, and Puerto Rico.

Here’s the first look at the suite operating in Australia:

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