New GM electric truck faces competition, skeptical drivers
PITTSFIELD TOWNSHIP, Mich. — The competition among U.S. automakers for a still-small pool of consumers seeking electric vehicles is intensifying.
General Motors, normally the top-selling U.S. automaker, officially unveiled the Chevrolet Silverado EV this week with a virtual press conference at the CES gadget show. Work truck versions go on sale in the spring of 2023, followed in the fall by a high-end consumer version.
By then, they’ll face competition from rival Ford’s electric F-150, startup Rivian’s R1T, and possibly Tesla’s Cybertruck. Stellantis, formerly Fiat Chrysler, has promised an all-electric Ram.
Industry analysts say the intense competition in the electric pickup market means that battery-powered vehicles are moving into the mainstream.
Pickups are among the most popular vehicles in the nation. Ford’s F-series is traditionally the topselling vehicle in America, followed by Stellantis’ Ram pickup and the Silverado. Automakers sold more than 2.3 million big pickups last year, about 15% of all vehicles sold in the U.S. Many go for well over $50,000 and are a huge source of profits and jobs with the automakers.
But converting buyers from gas-powered and diesel-powered V8 and V6 engines may be a tough sell.
“These are very loyal buyers, and they’re not only loyal to the brands, they’re loyal to the engines,” said Jeff Schuster, president of global forecasting for LMC Automotive, an industry consulting firm. “They know all the specs of what they’re driving”
Brian James, who works for a Birmingham, Michigan, company that supplies heaters and dehumidifiers for construction sites, says an electric truck wouldn’t work for his business with clients in four states.
Some days they drive more than 400 miles one-way to deliver heaters. “I go there. I deliver two heaters, and I’ve got to drive back,” James said.
“How long is it going to take me to charge the batteries?” for the return trip, he asked, also wondering where charging stations would be located.
GM says the new Silverado EV has all the answers. It’s planning to sell the truck’s roomier cabin and better handling than its combustion trucks. The Silverado, and competitors, also have the ability to power tools on the job site, tow trailers and even power a house when the electricity goes out.
The initial Silverado work truck, and a version for consumers that comes out in the fall of 2023, will be able to travel 400 miles on a single charge. It can handle direct-current fast chargers and get up to 100 miles of range in 10 minutes.
To ease anxiety over running out of juice, the truck will map a driver’s route, showing the optimal charging stations along the way, said Nichole Kraatz, chief engineer on the truck.
GM wouldn’t say the price of the first work truck, but said the early retail version, the RST, will start at $105,000.