Electrification

---

Challenge

The goal is to persuade traditional truck enthusiasts to consider electric pickups as a viable powertrain option. This is no easy task, but it's important to understand that truck enthusiasts don't love burning fossil fuels; instead, their priorities are performance, reliability, and range. These factors are why most truck purchases are made. 

Opportunity 

To understand the difficulty in adopting EV pickup trucks, it's essential to recognize how truck enthusiasts use their vehicles. They often use them for hauling, towing, and transporting large loads. Performance is crucial in these activities, and a limited range can significantly decrease fuel efficiency. Concerns about the availability of charging stations and the time it takes to recharge are significant for truck owners. While electric pickups can match or even surpass the performance of conventional engines in terms of torque and power, truck owners often lack confidence in the charging infrastructure. The real opportunity lies in providing truck enthusiasts with a viable powertrain solution for when they aren't using their trucks for work-related activities. Truck enthusiasts recognize the potential range of EV pickups; the challenge is to shift their mindset to see the full benefits of electric vehicles.

Insight 

Adopting and adapting to a new way of using large pickups. Most large pickups come equipped with advanced capabilities and safety technologies. EV trucks are not only highly capable and safe but also feature impressive advancements in technology. Enhancing the cabin experience, which is important to truck enthusiasts, offers a more comprehensive truck experience and can help facilitate the shift needed for broader acceptance. As truck needs continue to evolve and electric pickups become a mainstream vehicle choice, the adaptation to how one uses their truck will become as natural as fueling up has been for years. While the task is challenging, recognizing the age of the electric truck as a solid alternative is crucial. Ultimately, it comes down to understanding how one plans to use their truck. Electric vehicles are strong contenders in the world of combustion and diesel powertrains.

Strategy

The proof lies in performance. Truck enthusiasts prioritize performance, and while truck talk can be just that—talk— when a truck demonstrates its ability to meet and surpass the challenges faced by truck users, a change in perception begins. Notably, over 50% of large pickup purchases (excluding heavy-duty trucks) are made for commuting and everyday driving. This daily use highlights the appeal of an electric truck, especially when you consider that charging overnight can provide a “full tank” for the day ahead. Addressing the underlying concerns about the potential benefits of EV trucks opens the door for a meaningful dialogue with this audience.