At the Consumer Electronics Show in Las Vegas in January, Ram unveiled its 1500 Revolution electric pickup concept with sleek, swaggering style, autonomous driving, third-row jumpseats, and – if reports are accurate – a range-extender engine for cross-continent travel.
“The Ram 1500 Revolution is a glimpse at the future of the ultimate pickup truck,” said Brant Combs III, senior brand manager for Ram 1500. “This will inspire truck buyers, delivering confidence and unmatched EV performance, styling and technology for hardworking people every day, no matter their line of work.”
Those hardworking people inhabit a glass-roofed cavern enlarged by a powered midgate for carrying 18-foot objects. Check the voice-activated Shadow Mode that autonomously follows walking humans as they load tools and work fencelines. Expect a production version circa 2024.
Busting “bro culture”
The Ram is just one of about 10 electric pickups to hit the road by 2024. Focusing on heavy EV pickups over efficient compacts seems counterintuitive, but the reason is simple.
“Profit margin,” said Tim Esterdahl, creator of the website Pickup Truck + SUV Talk. “Full-size trucks really make the bottom line for automakers. They can also put on more features at higher price points – can really pay off R&D cost quickly.”
While EV pickups are potentially profitable, the road to mass-market adoption drives right through cultural muck and over political divides. Who’s buying them might surprise you.
“We’re seeing a growth in truck sales overall,” Esterdahl said. “When I talk to consumers of Rivian and the Ford Lightning, for the most part, they’re new to pickups but like the technology. They can get the utility they want but don’t have to worry about fuel economy or ‘bro culture.’ ”
If my father is any indication, some traditional truck buyers will never embrace electricity. When I recently showed him the Ford F-150 Lightning, he admired the convenience of charging and the frunk (front trunk), but he questioned towing distances and limited range before long recharges. Clearly, many truck fans aren’t sold.
“They are open to electrification but won’t sacrifice key capabilities,” Combs said. “They use their vehicles for a wide range of activities and have high expectations for towing, range and payload.”
Still, they’re not Luddites.
“Nobody is against cleaner air,” Esterdahl said. “Power tools with Lithium-ion batteries have been a staple of toolboxes for years. They appreciate features like the frunk and how cheap they are to fill up, but towing is an unknown. Estimates from automakers have ranges cut in half.”
In fact, Car and Driver reported towing a 6,100-lb. double-axle trailer that dropped range from 314 miles to 110 miles at 70 mph.
Beyond practical considerations, EVs have are often associated with liberal leanings while gas-guzzling V-8s often coincide with conservative beliefs. Even the shoving rush of electric torque won’t convert everybody.
“You’re asking a conservative audience to buy something they perceive as liberal,” Esterdahl said. “There’s a portion of that audience that feels forced to buy an EV. The truck market has historically been about freedom, and now we’re asking people to drive less and spend more money. Going back to the Model T, we have never done this before.”
A drive in one of the latest EV pickups could change attitudes.
The full stable
Tesla’s upcoming Cybertruck may be getting the glamour with its stainless-steel forms and modernist interior, but Ford, GM and Rivian are already slaying showrooms with their electric pickups.
Motor Trend’s 2023 Truck of the Year, the Ford F-150 Lightning, has only a flush grille insert to differentiate its aluminum body. But you only have to power-open the frunk to realize how monumental the transformation is from the F-150 of old. The gas engine has been replaced by batteries and motors delivering up to 580 horsepower, 0-60 mph in 4 seconds and 10,000 lbs. towing capacity. It has a range of 320 miles and can even serve as an off-grid generator. Prices start around $40,000, with luxury versions topping $70,000.
General Motors has rolled out the $110,000 GMC Hummer EV flaunting removable roof panels, modernist military attire and hands-off Super Cruise. Max its 1,000 horsepower and 11,500 pound-feet of torque for 0-60 mph in 3 seconds. An air suspension with 6-inch lift and four-wheel CrabWalk steering clear obstacles. DC fast charging nets 350 miles range, but models with a 250-mile range and $80,000 price arrive in 2024.
“We had one goal for Hummer EV: Build the most capable factory truck – ever,” said Al Oppenheiser, GMC Hummer EV chief engineer. “It’s an absolute off-road beast with a unique e4WD drive system that provides maneuverability unlike anything GM has ever offered before.”
GM's other EV pickup offerings, the 2024 Chevy Silverado and GMC Sierra Denali EV, have their own brand-specific style. Chevy channels its inner Avalanche and GMC is dressed for bourbon runs, but they share GM’s Ultium EV architecture, feature large frunks and retractable midgate cab walls for long cargo.
Both trucks deliver up to 400 miles range, recharge 100 miles in 10 minutes, and clip 0-60 in 4.5 seconds. Work Trucks will start around $40,000 with initial stickers reaching $100,000. Civilian prices will start around $50,000 as lower trims fill in.
Also consider the strapping Rivian R1T that runs 0-60 mph in 3.3 seconds, tows 11,000 lbs. and achieves over 300 miles range. An air suspension and carbon fiber skid plates attack trails. Talents include the ability to “tank turn” on its own axis and serve campers from an optional cooking station that slides from a cubby behind the cab. Bring $74,800 to play.
And there’s the Tesla Cybertruck, launching later this year for around $50,000 – or more with available 400 miles range and 0-60 mph in 2.9 seconds. Yoke-style control for four-wheel steering maintains the sci-fi vibe.
So, who’s doing it best?
“I have a Silverado EV deposit down,” Esterdahl said. “They’re being realistic with it. It has a frunk, which is cool, but actual range is also good. It’s more of a lifestyle vehicle. Rivian is also being smart – call it a Lifestyle Activity Vehicle, but never a truck. Ram is interesting if they can get the range extender option to work – could be a game-changer.”
