Ford F-150 Lightning outsold the Cybertruck and was then canceled for poor sales
electrek.co595 points by MBCook 19 hours ago
595 points by MBCook 19 hours ago
I think the timing of the Cybertruck starting deliveries roughly aligning with when Elon got heavily involved in politics hurt it quite a bit. It is such a distinctive vehicle with a strong association with Elon, that there was an immediate brand association. It may have had poor sales anyway, but it certainly didn't help that many folks on the left, who are typically the most 'pro EV', had a large 'anti-Elon' shift around its launch.
That said, even though it's not to my taste, I do admire that they dared to do something different and took a big gamble on it. So many vehicles, especially in the truck space, are almost indistinguishable and lack any kind of imagination. Kudos to Tesla for trying to break the mold and push the category somewhere new.
>I think the timing of the Cybertruck starting deliveries roughly aligning with when Elon got heavily involved in politics
That and also it's just a bad product.
>That said, even though it's not to my taste, I do admire that they dared to do something different and took a big gamble on it.
A pickup truck should just be max utility, especially if you're a manufacturer making your first one
edit: agree there's a market for the raptor off-road tremor package thing, but it wasn't ford's first and they've been selling commerical trucks for 75 years. A true tesla f150 competitor would have sold like crazy, I think
> A pickup truck should just be max utility, especially if you're a manufacturer making your first one
The modern US pickup truck isn't built for utility. It's a $60,000 four-door lifted luxobarge with leather interior and a short bed. It signals (perceived) wealth while preserving working-class alignment. It can also be justified by way of having to pick up used furniture for TikTok refinish and flip projects or bimonthly runs to Home Depot to buy caulk and lightbulbs. Independent tradesman can write them off as work vehicles or, allegedly, use COVID-era PPP loans to buy them.
It's the suburban equivalent of a yuppie's Rolex Submariner. Investment bankers generally don't go scuba diving and if they did a dive computer would be vastly preferable.
I say all of that to say that making a pickup truck for that market segment isn't a bad idea from a numbers perspective. You just can't market it as a luxury vehicle because the whole point is that it is but it isn't.
Bingo.
Sprinter vans, utility vans, or even minivans are far, far more useful for trades than modern pickups. Heck, my minivan was the goat for home renovations—it’d easily fit a dozen full 4x8 sheets of drywall/osb/ply/mdf/etc and I could still close the rear gate. I always got chuckles from guys awkwardly wrangling/securing sheets onto a pickup’s bed at the supply yard when I’d easily slide the sheets off the cart directly into the van by myself.
A heavy duty pickup makes sense when you have regular towing, or large bulky transport, needs. While on this topic, I’ll take a moment to lament the demise of the light duty pickup that provided a bit of extra utility while still fitting in a normal parking space.
> I’ll take a moment to lament the demise of the light duty pickup that provided a bit of extra utility while still fitting in a normal parking space.
I miss the hell out of my '82 Chevrolet S10 with extended cab and two-tone paint job. The extended cab isn't going to be used for hauling the soccer team, but I could put it was plenty of space for "inside only" cargo. Damn thing threw a rod and cracked the case, and I never could convince my parents to keep it and put a new engine in it. I'd like to think I'd still own it today if they had.
You could run a single issue presidential campaign on bringing the S10 back (all it would really take is patching some weired emissions regulations mistakes). A better truck from a better time.
My pitch to the people near me who have no connection to the auto industry is that an electric Ranger (90's style) would have been a huge hit. I get the feeling that the Lightning came about because Ford managers don't really know how to make vehicles that regular people want.
Funny thing is that Ford made an electric 90’s Ranger. Sold only in Mexico IIRC. Internally it was referred to as the Ranger Glider.
That new Slate pickup looks pretty cool.
I have never owned a truck or a new car and I might buy one if they can truly keep the slate under 20knincluding delivery and all taxes and fees.
IIRC the 20k number depended on the 7k federal rebate that recently expired, so it will probably be more like 27k
Educate me: How is the Canyon, Ranger, or Frontier not a modern equivalent to the S10? All small(ish) trucks available in a two door or extended cab configuration with basic options.
They're substantially larger in all around size. Like comparable to a Dodge Dakota. A Maverick or Santa Cruz is comparable to a historical Ranger or S10, with the caveat that they're only available in one cab and bed configuration.
Buy a Ford Maverik hybrid. Similar size, great mileage.
Except it's a Ford and not a Chevy. If you think those things don't matter, you're just fooling yourself.
You can buy a hitch for any vehicle and a brand new 8 foot trailer for < $2k.
For the "I need to sometimes pick up large objects" use case it's hard to beat.
I have 3 vehicles, an old project jeep, an old truck, and a sedan.
Sedan handles 99% of my driving, but can't really tow anything. Truck handles all of my towing stuff, but gets ~14mpg which hurts so I don't drive it.
Jeep is a jeep, it's always being worked on, but when I use it I'm using it to go ride around on dirt paths or for camping. It gets 17-20mpg when I'm driving it but I don't want to drive it often.
If the jeep was a 2000's series jeep I would totally just get a small trailer for the occasional towing things that I do with the pickup and downsize to 2 vehicles. I know I could rent a uhaul from time to time for about what I pay for insuring and titling the truck, but the $100 annual difference is worth it for the convenience of not having to deal with uhaul 4 times a year.
But I said all of that to say, that a hitch isn't a perfect solution for everyone. I would feel very uncomfortable towing an empty 4x6 trailer behind my sedan, not to even mention the occasional couch or dresser or bunch of boxes from helping a friend move.
> I would feel very uncomfortable towing an empty 4x6 trailer behind my sedan, not to even mention the occasional couch or dresser or bunch of boxes from helping a friend move.
Why? 1500 lbs rated tow hook on an average sedan should be no problem at all. And that's more than enough for a 4x6 with a couch and a couple of boxes. Might even get a slightly larger trailer so you don't have to take the couch apart.
I've towed 14' sailboats including all gear behind a Corolla, didn't even feel the trailer was there.
2001 Wrangler owner, I do some towing (particularly like the flexibility of UBox for borrowing a box on a trailer for a few days to store items at my house or leisurely pack up for storage).
The 2 door model unfortunately has a pretty weak tow rating of 1 ton, and I'm fairly certain I have gone well over that a few times. IIRC the four door models a few years later took that up to 5000 lbs because of the extra length.
I think there's basically one 4x4 van on the market in the US right now. So you're making a pretty bad generalization here. In the Bay Area, it's probably true that a van would work well, although I lived in a mixed-income neighborhood and all the construction guys had beater pickups. But if you live in a place with snow and unpaved residential roads, 4x4 is pretty much a must (and pickups can be also be used for plowing, etc).
Since when? I sincerely do not understand that point about snow. I've lived in Canada (not southern Ontario) for most of my life and everyone had (and still mostly has) FWD. 4x4 was only for people actually going off road... I don't get how this is now a "must".
it's a perceived must. when running "all season" tires year round the AWD inspires more confidence, and most people don't even know winter tires are a thing. Plus 4x4 only helps you start moving, but once you are, every car still only has 2 wheels to turn and 4 to stop, which are quite possibly more crucial in snow....
There was an anecdote that went something like "a 4x4 will just get you stuck worse then a 2wd" =)
And, like you said, people think that an AWD car will stop faster. No, it'll just start moving faster, more traction doesn't make the brakes better or the road any less slippery.
I owned a single 4WD car and it was super fun in the winter, but... when it's icy, you're most likely moving faster than you would be with a 2wd, which again results in some heart palpitations when you're trying to stay on the road =)
I would rather drive my rear wheel drive Camaro with its snow tires in a snowstorm than my the pickups I've borrowed over the years with their all season tires. It's quite the thing to remember that you need to drive like an old lady suddenly, even though you're in a big bad 4x4 pickup.
4x4/AWD makes slides in snow/slush more controllable as you spin around the center of the vehicle and have two extra drive wheels to regain traction with.
More fun, you mean.
Couple years ago I was driving through Arizona during a massive blizzard. Everyone's doing 15, and I'm doing 50 - taking things slow and careful because of the traffic.
I had people in vests standing out in the road waving at me trying to get me to slow down! And I'm going "What in the hell are you doing out in the road!? Don't you know this is a blizzard!"
I grew up in Alaska, we laugh at the snow :)
If you mean true 4x4, there are none. Sprinter went AWD a few years ago.
But I believe most vans on the market have an AWD option. Ford Transit and Volkswagen IDBuzz both offer AWD. Toyota’s Sienna is (only?) AWD with a silly lifted trim for the off-roading soccer mom market. Chrysler’s van is AWD.
That leaves the ProMaster as the only two wheeler I’m certain about. Mazda and Kia also have vans, unsure about their drivetrain options. Did I leave anyone out?
I think your generalization is the bad one. Most trade jobs get better value out of vans compared to trucks. Vans offer awd, I am not sure a 4x4 offers much value.
Most companies prefer vans over trucks. Much better economics.
AWD is a luxury outside of the most extreme of extreme locations.
I grew up in Minnesota driving rear wheel drive cars to start. They worked fine even in the olden days where plows would take a couple days to clear the country backroads and even rock salt was applied sparingly due to the expense.
Not a single one of my vehicles had winter tires - all seasons were perfectly serviceable. You’d get stuck once in a great while but that’s what the bag of sand and shovel in the trunk were for.
Front wheel drive came along and made it easy mode.
All wheel drive is certainly something I love these days, but it’s an extreme luxury that makes winter driving laughably easy.
A basic utilitarian work vehicle does not need to be 4WD in 90% or likely even 99% of use cases anywhere in the country.
No vans are currently sold in the US with 4WD. The Sprinter and Transit are available in AWD, that's it. There are companies that will convert a van to 4WD but it's typically around $20,000 which is beyond the budget of most people.
I have a 2018 Forester and it holds a surprising amount of furniture or 8' lumber. My only regret is that it won't fit 4x8 sheet materials well - if only they had designed the interior plastic cladding a little better it would be a great workhorse.
I remember my 1982 Toyota Corolla wagon had an obvious cut-out in the plastic interior, that was just a hair wider than a 4x8 sheet. I still miss that car.
Yep, my parents had an old Honda Odyssey (minivan) that exactly fit a 4x8 sheet of plywood. Comical that some pickups can't quite measure up.
We bought our first minivan in 1998, a Ford Windstar. It was purchased to run our teenagers to activities, but I quickly fell in love with all the other things it could do, including what you've mentioned above. We put a ton of miles on it before trading it in. Next was a 2007 Town and Country with two sliding doors! By this time we were running grandkids and it was perfect.
After deciding to replace it, we struggled to decide what kind of vehicle to upgrade to. For our lifestyle and the side projects I like to do, another minivan was the obvious choice. Now it's a 2018 Pacifica and we're retired. The quality is outstanding, with 112K miles on it, I expect to put on another 100K before seeing what's available for the next upgrade. None of these vans ever gave us any engine or transmission trouble, despite the high number of miles I was able to put on them.
Light-duty pickups still exist, eg the Nissan Frontier with the 6’ bed is probably the most reliable, sturdy and cost-effective pickup out there. Europeans may know this truck as the Navarro.
Sprinters vans are the GOAT. My wife drives a 2009 Ford Ranger, love that damn truck. When it goes, the Sprinter it is.
The sprinter is massively over-hyped by people who've never owned one.
Yeah, everything about it is generally "solid" and well done but at it's roots it's a very german car. The longblock will theoretically go a million miles but realistically you're gonna replace every part around it several times over to get it there. I'm sure they're fine when new but as they age it's basically the same "replacing way too much BS because while nice it's over engineered" as the rest of german car ownership. Like c'mon man, an asian or american car would "just" require simpler less invasive things and generally be less of a headahce in old age.
Source: semi responsible for keeping one running
The only reason i have a pickup is because i put dirtbikes in it. They also fit in a van, but good luck finding a reasonably priced one with AWD (very high demand, especially due to camper conversions).
Vans are way better in almost every regard.
Actually, I'm buying a house with a garage and I may get a bike trailer, and a tow hitch for my BMW. That would be an even simpler solution
Really hoping Slate works out! The modern pickup is usually a tuba for assholes not a working tool.
As someone who's just been trying to buy a crappy used truck to haul some crap to the dump a couple times a year, you're absolutely spot on. I even live in the southwest US where trucks make up a considerable portion of vehicles on the road.
Crappy used trucks simply aren't up for sale. And even the rare listing I do come across, the asking price is ridiculously inflated.
Do you not have services in the US to do this for you? The problem: I have a pile of construction waste, household junk, garden waste etc. is solved by many businesses who'll come pick it up for a small fee.
If your local government doesn't offer this, there are many commercial operators that do this in the UK. Seems bizarre to buy a whole giant, inefficient, vehicle just for 'hauling' occasionally.
I was looking for the same thing and a friend gave me some advice.
Get an SUV with a trailer hitch.
worked out great. Maybe better than a pickup.
For example - taking mountain bikes somewhere to ride - you can put them in the back, go ride, and leave them there while you go eat without someone stealing them. You can even load them the night before.
dirty stuff can use a trailer (I've never needed one)
and suv carries lots of people - which has worked out many many times more than I predicted.
(it is a gas guzzler, but was cheaper because of that, and didn't compete with higher-priced pickup market)
Never understood why the yanks don't like vans? Pickups are much less popular here in the UK, many more people use vans. A crew cab van with removable seats is infinitely more flexible than a pickup, other than long stuff which you chuck on a roof rack.
Indeed. It's because of the fashion preferences of American SUV and pickup buyers.
I can attest to the fact that minivans are much more comfortable. I picked up my Pacifica hybrid minivan in early 2021 before the price hike and it was a steal compared to SUVs and pickups. When I was doing paperwork for the vehicle at the Chrysler dealership, I was chatting with some sales guys and discovered the shocking fact they had recently sold a luxuriously loaded-down pickup for over $100K. I was fortunate to easily haggle with them over my minivan because they don't make much money on minivans so they focus on pickups, Jeeps, etc.
A couple decades ago, I had started looking to replace an old hand-me-down car from my grandma, and had been mulling over whether I could ever justify spending $30K on an Infiniti at that time. My boss at work got a new pickup, and he was rather proud of it, and I innocently asked if it cost $25K because plenty of my Texan relatives had driven them over the years and I assumed they were a no-frills working man's practical vehicle. After a brief pause, he answered, "It was a little over 40 thousand." That was over 20 years ago.
The same reason we don't like wagons.
The 70s/80s screwed them up big time. They were big ugly garabge cars. I love fast wagons, but they are dying here.
Vans don't project manliness. Most people don't use pickup trucks for pickup truck things. They'd be fine with a station wagon, but they have self-confidence issues.
Vans usually have a very difficult time off-road or in mountainous terrain.
Vans are commonly used in urban areas, especially by businesses, but suburbs, rural, and construction benefit from higher clearences of SUVs and trucks.
SUVs are also usually much better in hazardous driving conditions because of a more optimal weight distribution.
Vans work just fine on mountain roads. And driving off road is simply not a thing for like 99% of drivers.
Reality is, people buy these things thinking they would drive them off road, and never actually do it.
It's possible to make an off-road van, by the way. It's just that real demand is so vanishingly small that you don't really see them.
Having grown up in the mountains, and currently living in a hilly snowy area, no thanks I'll keep my SUV. My in laws have a mini van, and it's not great.
I deal and have dealt with enough deep snow that would eat a van.
I still might get a Sienna Hybrid for daily commuter