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money & economicsanalysisGrist

The Cybertruck era is over, but America’s electric truck experiment isn’t

the gist

Tesla plans to wind down Cybertruck production next year after barely three years, freeing its Texas factory for the Cybercab robotaxi. Before launch in 2023, Musk told investors Tesla would sell 250,000 a year; last year it sold just over 20,000. It is not alone: Ford discontinued the electric F-150 Lightning as a money-loser, Rivian's pickup sales have slid every year since 2023, and the Hummer EV has been called the worst-selling pickup of 2026. Automakers had bet that big, aggressive electric trucks would win over traditional pickup buyers, but sticker prices thousands higher than gas trucks put many off.

how it works

Pickups are the most profitable vehicles for US automakers. Electric versions cost more to build because of big batteries, so they sell at a premium that buyers worried about living costs wouldn't pay.

so what

Electric pickups are a test of whether EVs can win the vehicle category Americans buy most. Their price, not just their image, was the barrier, so industry hopes now rest on cheaper, less polarizing trucks.

the bigger pattern

Pricey, divisive flagship products have flopped before, like the Edsel, when design and pricing misread what buyers wanted.

fun fact

Ford's 1957 Edsel, the car often compared with the Cybertruck, was a heavily promoted flop that lasted only about three model years.