"The company said it would be discontinuing production of Ram's much-hyped REV 1500, a full-sized EV pickup truck that was supposed to be the brand's flagship response to Ford's F-150 Lightning. Stellantis said in an announcement that it's "reassessing its product strategy" as demand for full-size EV trucks "slows in North America." The company was already facing its own set of issues, relying on fading brandssuch as Chrysler and Jeep without offering buyers a fresh product line."
"Some of the most popular EV trucks in the US, from Ford's F-150 Lightning to Tesla's Cybertruck, have seen year-over-year declines in sales this second quarter, according to estimates from Cox Automotive. It's a trend that reaffirms what Ivan Drury, director of insights at Edmunds, told Business Insider about the EV truck business: "The hype versus the reality just wasn't there.""
"Full-sized pickup trucks were once seen as the "holy grail of EV adoption," Drury said in an interview. But a combination of challenges - some related to selling trucks in general - has slowed that down, he said. "It's such a loyalty-based market, and because people are so deeply ingrained with their current brand, there was a lot against them from the get-go," Drury said of automakers."
Stellantis canceled production of the Ram 1500 REV amid slowing demand for full-size EV trucks in North America. The company is reassessing product strategy while confronting reliance on aging brands and a new CEO-led turnaround plan. Sales for prominent EV trucks, including Ford's F-150 Lightning and Tesla's Cybertruck, fell year-over-year in the second quarter according to Cox Automotive estimates. Analysts cite high costs relative to ICE equivalents, strong brand loyalty among truck buyers, and other truck-selling challenges as key barriers to wider adoption of full-size electric pickups.
Read at Business Insider
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