For years, automakers have promised that fully electric cars were the future, and that included pickup trucks. But as demand cools and early enthusiasm fades, a new reality is setting in: truck buyers aren’t quite ready to give up gas engines entirely. Instead, hybrids and electric range-extended vehicles (EREVs) are shaping up to be the sweet spot. Ram’s decision to scrap its all-electric pickup in favor of an EREV is the clearest sign yet.
Why All-Electric Pickups Are Struggling
Ford
EV sales are healthier than ever, but that’s not the case for pickup trucks. On paper, battery-electric trucks looked like the future. However, the reality hasn’t lived up to the hype. Models like the Ford F-150 Lightning and Chevrolet Silverado EV launched with strong buzz, but sales are cooling thanks to high prices, range anxiety, a lack of charging infrastructure, and concerns about towing capabilities for lower trim options. Even Mazda has flat-out refused to build electric pickups, sticking to diesel engines because the demand for EV pickups just isn’t there.
Range-Extended Trucks: The Best of Both Worlds
Stellantis
EREVs use electric motors for propulsion, with a gas engine acting as a generator to recharge the battery pack on the move. This setup blends the efficiency of an EV with the range and flexibility of a conventional truck. The segment stands to benefit more than most, since capability and convenience matter most to pickup buyers. A prime example is the Ram 1500 REV, formerly known as the Ramcharger. It pairs a liquid-cooled 92-kWh battery with a 130-kW generator and a 3.6-liter Pentastar V6, producing 647 hp and 610 lb-ft of torque. That setup moves the truck from 0–60 mph in 4.5 seconds. While it won’t outrun the wild 2025 Rivian R1T and its 2.9-second sprint, the REV shines in range and utility. It delivers 690 miles of driving range, up to 14,000 lbs of towing – nearly double that of a base model F-150 Lightning – and a 2,625-lb payload rating. In short, it has all the workhorse strength truck buyers expect, with electrification as a bonus.
Why Hybrids Could Win the Truck Wars
The reality is simple: truck buyers want range, towing strength, and reliability above all else. Hybrids and EREVs give them all of that, with the added benefit of fuel efficiency and electric performance. Ram’s pivot shows that automakers are starting to adapt to real-world needs, not just chase headlines. Pure EV pickups won’t become redundant overnight, but right now, hybrids and range-extended trucks look more likely to win over skeptical buyers. And with brands like Ram making the shift, it might just be the beginning of a bigger industry shift.
