During a call on Monday with reporters, Ford Motor Company executive Lisa Drake said that the company believes that by 2030 one-third of full-size truck sales will be electric vehicles. “We see a critical mass of battery electric vehicles on the horizon,” Drake, Ford’s chief operating officer of the North America region, told listening members of the media. Drake continued, saying that based on reservations for the F-150 Lightning, the company’s all-electric version of its regular duty pickup truck, “we see the potential by volume growth”. At the end of July, the automaker confirmed that it had already received more than 120,000 reservations for the truck.
Reservations do not equal sales. Customers must first reserve their place in line to get into the queue to order the truck once the order banks open. Then, customers must finance and take delivery of their vehicle when it arrives at their local dealership. Tyson Jominy, vice president of Data and Analytics at J.D. Power said in a statement to Newsweek that Drake’s prediction may be a bit premature. “The U.S. auto industry is only beginning to understand the factors that drive consumers to consider EVs because until now mainstream segments have been largely ignored.
“The winning formula to date was the one discovered by Tesla: an expensive tech-first product. However, the F-150 Lightning is aiming at the center of the industry, and middle America, with an aggressive starting price point in a vehicle that retains the shape and attributes that have made F-Series the best-selling vehicle in the US for over 40 years. Although a mix of a one-third is well below the 40 to 50 percent target that the Biden Administration has set for 2030, the fact that Ford feels full-size pickup owners are ready to switch to EVs at that rate is a leading indicator that the U.S. is more likely to be on the high end of the target by the end of the decade.” The Ford F-Series marked its 43rd straight year as being America’s best-selling pickup at the end of 2019. That year, the company sold 896,526 F-Series trucks. Those numbers include the F-150 and Ford Super Duty models.
During the same time period, General Motors sold 438,686 light-duty Chevrolet Silverados and 172,452 light-duty GMC Sierras. In 2019, Nissan sold 31,514 Titans and buyers purchased 111,673 new Toyota Tundras. Ram Brand reported sales of 633,649 trucks for 2019. Since that time, the first production Rivian R1T, a full-size all-electric truck, rolled off the line and promises of the battery-powered Tesla Cybertruck making its way to market have been continually pushed off, much like promises regarding the Tesla Roadster, an all-electric, performance-focused sports car. Other electric trucks are on the horizon. General Motors is developing a battery-powered version of the Silverado. Its GMC Hummer EV is on its way with deliveries starting in the coming months. Ram is working on an all-electric truck.