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Tesla and Rivian are poised to battle Ford and GM for the US’ electric truck market

Tesla CEO Elon Musk unveils the Tesla Semi. (Credit: Tesla)

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The US pickup truck market is a hefty prize for any automaker. In the second quarter alone, pickup trucks accounted for 33% of sales from Ford, GM, and Fiat Chrysler, up from 30% the previous year. Full-size trucks, such as the F-150, Silverado and RAM, continue to see growth as well, with the average price of such vehicles hitting $47,255 per unit. 

Tyson Jominy, an analyst at research firm J.D. Power, explained in a statement to The Wall Street Journal that the US car industry’s interest in pickup trucks continues to be strong. “Trucks are the one sure bet for all three. They’re trying to take every cent off the table and use it to fund their research and development,” he said. 

Yet, just like the passenger car sector, the pickup truck segment is about to feel the disruption from dedicated all-electric vehicles. Elon Musk has announced that Tesla will be releasing its own pickup truck later this year, and that it would be a vehicle so loaded with tech that it would not look out of place in the Blade Runner franchise. Rivian, itself a Detroit-based company, is poised to start producing its R1T pickup truck soon. The R1T is critically acclaimed, being a true off-roader that exudes luxury. 

Rivian R1T truck at the NY Auto Show 2019. | Image: Dacia J. Ferris/Teslarati

Both Tesla’s pickup truck and Rivian’s R1T will likely enter the market as quickly as their respective automakers are able. The pickup market is ripe for disruption after all, and any company that breaches the segment first with a truck that is both capable and reasonable in price would likely enjoy momentum for years to come. Quite surprisingly, neither Ford nor GM seem to be in any hurry to launch their own pickup trucks to the market. 

This is quite surprising considering that both companies have immense experience in truck building. Each company has also stated that it will be releasing its own electric truck. Ford provided a teaser of its F-150 EV last June, which involved an impressive demonstration featuring the truck pulling over a million pounds of cargo. Back in April, GM CEO Mary Barra stated that General Motors will be releasing a “complete range of EVs, including full-size pickups.”

Ford, for its part, stated after its impressive F-150 EV demonstration that the vehicle is not slated for production anytime soon. Ford Chief Product Development Officer Hau Thai-Tang explained in an interview with Yahoo Finance that while a hybrid F-150 will be introduced next year, a battery-electric variant similar to the unit used in the 1-million-pound demonstration is still “a couple years out.” GM is equally vague, if not more. FCA is even less committal, not even confirming its plans for an electric pickup truck. 

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A Ford F-150 electric prototype pulls over 1 million pounds of cargo. (Photo: Ford Motor Company)

Considering the coming competition from younger companies such as Tesla and Rivian, both of whom are still hungry and aggressive, Ford, and GM’s decision to adopt a deliberate pace in their EV truck initiatives might prove to be a miscalculation. Such wait-and-see strategies, after all, could easily be remembered in the future as the stuff of hubris, if they are not careful. 

This is especially true if one were to look at what the Tesla Truck and the Rivian R1T are both set to offer. Elon Musk has spoken a lot about Tesla’s pickup truck, from its “cyberpunk” appearance, Porsche 911-esque performace, and its $49,000 starting price. Rivian’s R1T, on the other hand, is so steeped in luxury amenities and nifty features that it almost seems like a full suite of Patagonia outdoor gear with wheels.

Granted, both Tesla and Rivian lack the experience in truck-building enjoyed by Ford and GM. That being said, Tesla has extensive experience in developing electric vehicles, and its battery tech is second to none. Rivian, on the other hand, is backed by what could very well be the deepest pocket in the tech industry today: Amazon. With this in mind, veteran automakers might be well advised to expedite the release of their own electric pickups, or risk being outperformed and outmaneuvered by upstart electric vehicle makers that are a fraction of their age.

Simon is an experienced automotive reporter with a passion for electric cars and clean energy. Fascinated by the world envisioned by Elon Musk, he hopes to make it to Mars (at least as a tourist) someday. For stories or tips--or even to just say a simple hello--send a message to his email, simon@teslarati.com or his handle on X, @ResidentSponge.

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SpaceX’s Crew-11 mission targets July 31 launch amid tight ISS schedule

The flight will lift off from Launch Complex 39A at Kennedy Space Center in Florida.

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(Credit: SpaceX)

NASA and SpaceX are targeting July 31 for the launch of Crew-11, the next crewed mission to the International Space Station (ISS). The flight will lift off from Launch Complex 39A at Kennedy Space Center in Florida, using the Crew Dragon Endeavour and a Falcon 9 booster.

Crew Dragon Endeavour returns

Crew-11 will be the sixth flight for Endeavour, making it SpaceX’s most experienced crew vehicle to date. According to SpaceX’s director of Dragon mission management, Sarah Walker, Endeavour has already carried 18 astronauts representing eight countries since its first mission with NASA’s Bob Behnken and Doug Hurley in 2020, as noted in an MSN report.

“This Dragon spacecraft has successfully flown 18 crew members representing eight countries to space already, starting with (NASA astronauts) Bob (Behnken) and Doug (Hurley) in 2020, when it returned human spaceflight capabilities to the United States for the first time since the shuttle retired in July of 2011,” Walker said.

For this mission, Endeavour will debut SpaceX’s upgraded drogue 3.1 parachutes, designed to further enhance reentry safety. The parachutes are part of SpaceX’s ongoing improvements to its human-rated spacecraft, and Crew-11 will serve as their first operational test.

The Falcon 9 booster supporting this launch is core B1094, which has launched in two previous Starlink missions, as well as the private Ax-4 mission on June 25, as noted in a Space.com report.

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The four-members of Crew-11 are NASA astronauts Zena Cardman and Mike Fincke, as well as Japan’s Kimiya Yui and Russia’s Oleg Platonov.

Tight launch timing

Crew-11 is slated to arrive at the ISS just as NASA coordinates a sequence of missions, including the departure of Crew-10 and the arrival of SpaceX’s CRS-33 mission. NASA’s Bill Spetch emphasized the need for careful planning amid limited launch resources, noting the importance of maintaining station altitude and resupply cadence.

“Providing multiple methods for us to maintain the station altitude is critically important as we continue to operate and get the most use out of our limited launch resources that we do have. We’re really looking forward to demonstrating that capability with (CRS-33) showing up after we get through the Crew-11 and Crew-10 handover,” Spetch stated.

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EV fans urge Tesla to acquire Unplugged Performance for edge in fleet and security industry

Unplugged Performance has built a name for itself by producing performance upgrades for Tesla vehicles.

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Credit: Unplugged Performance

A growing number of Tesla enthusiasts and longtime community voices are calling on the electric vehicle maker to acquire Unplugged Performance, a California-based aftermarket company best known for tuning Tesla vehicles and developing specialized government fleet solutions under its UP.FIT division.

The idea was once considered a niche proposal among EV fans, but it is now gaining serious attention not just as a performance play but as a strategic move to deepen Tesla’s roots in the fleet and security industry. 

A strategic fit

Unplugged Performance has built a name for itself by producing performance upgrades for Tesla vehicles, from track-optimized components to visual and aerodynamic upgrades. But in recent years, its UP.FIT division has pivoted toward a more functional future by outfitting Tesla vehicles like Model Ys for police, military, and government use.

That work has sparked growing calls for closer collaboration with Tesla, especially as the EV maker increasingly leans into autonomy, AI, and fleet services as core components of its next chapter.

“I posted this four years ago, but I think it’s more true now than ever,” wrote Whole Mars Catalog, a well-known Tesla investor and FSD Beta tester, on X. “Tesla should buy Unplugged. But not just as a Performance division. What they are doing with UP.FIT unlocks large government and commercial fleet purchases that can improve utilization.”

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Tesla fans such as shareholder Sawyer Merritt echoed the sentiment, calling Unplugged a “great fit within Tesla.” adding, “They are literally located directly next to Tesla’s design studio in Hawthorne.”

Enabling the next wave

Supporters of the idea noted that integrating Unplugged into Tesla’s corporate structure could help accelerate the adoption of autonomous technologies in government sectors. With UP.FIT patrol cars already in use across some U.S. police departments, Tesla fans envisioned a future where self-driving Teslas could potentially revolutionize law enforcement, search-and-rescue, and public service logistics.

“Just imagine how autonomous patrol cars could transform policing and bring us into a safer future,” the veteran FSD tester wrote.

The benefits could also extend to Tesla’s existing consumer base. “They also have some incredible products in the works that I think will appeal to many ordinary Tesla drivers — not just those looking for performance or mods. Stuff that’s so good it should have come straight from the design studio next door,” Whole Mars Catalog noted.

Unplugged Performance, founded in 2013, shares not just a product vision with Tesla, but also geography. Its Hawthorne headquarters sits directly adjacent to Tesla’s design studio, and the two companies have maintained a close working relationship over the years. The aftermarket firm has long positioned itself as a “mission-aligned” partner to Tesla.

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In response to the recent calls for acquisition, Unplugged Performance acknowledged the support from the community. “Our very existence is to support the Tesla mission with @UpfitTesla and @UnpluggedTesla,” Unplugged CEO Ben Schaffer posted on X. “We love working with Tesla and are grateful for the community’s support since 2013!”

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Tesla debuts hands-free Grok AI with update 2025.26: What you need to know

All new Tesla vehicles delivered on or after July 12, 2025, will include Grok AI out of the box

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Credit: Tesla China

Tesla has begun rolling out Grok, an in-car conversational AI assistant developed by xAI, to eligible vehicles starting July 12. The feature marks the most direct integration yet between Elon Musk’s artificial intelligence startup and Tesla’s consumer product lineup, offering drivers hands-free access to a chat-style companion while on the road.

Grok comes pre-installed on new vehicles

According to Tesla’s FAQ page for the feature, all new vehicles delivered on or after July 12, 2025, will include Grok AI out of the box. Owners of older vehicles may gain access through an over-the-air update, provided their vehicle meets a few hardware and software requirements.

Specifically, Grok is currently only supported on Tesla models equipped with an AMD infotainment processor and running vehicle software version 2025.26 and higher. Compatible models include the Model S, Model 3, Model X, Model Y, and Cybertruck. A Premium Connectivity subscription or active Wi-Fi connection is also required.

Tesla notes that additional vehicle compatibility may arrive in future software updates.

Grok’s features and limitations for now

Drivers can engage with Grok using the App Launcher or by pressing and holding the voice command button on the steering wheel. Grok is designed to answer questions and hold conversations using natural language, offering responses tailored to its chosen personality—ranging from “Storyteller” to the more eccentric “Unhinged.”

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For fun, Tesla posted a demonstration of Grok likely running on “Unhinged” talking about what it would do to Optimus when they are on a date, much to the shock of the humanoid robot’s official social media account.

It should be noted, however, that Grok cannot currently issue commands to the vehicle itself, at least for now. Traditional voice commands for tasks like climate control, navigation, or media remain separate from Grok as of writing.

The feature is being released in Beta and does not require a Grok account or xAI subscription to activate, although that policy may change over time.

Grok privacy and in-car experience

Tesla emphasizes that interactions with Grok are securely processed by xAI and not linked to a user’s Tesla account or vehicle. Conversations remain anonymous unless a user signs into Grok separately to sync their history across devices.

Tesla has also begun promoting Grok directly on its official vehicle webpages, showcasing the feature as part of its in-car experience, further highlighting the company’s increasing focus on AI and infotainment features on its all-electric vehicles.

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