YDR37
Well-known member
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- Dec 29, 2023
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- Tacoma
I doubt that we will see low MSRPs for electric trucks as long as manufacturers keep producing full-size models. Big trucks need big batteries, and big batteries are expensive.Lowering the MSRP devalues the product and brand. You'll likely see end of quarter financing incentives, probably some "demo" deals...but I can't see the MSRP dropping.
What could lead to lower MSRPs are smaller electric trucks -- electric versions of the Tacoma, Colorado, Ranger, or Maverick. Or a version of the Model Y with a bed. Ford recently trademarked the "Maverick Lightning" and "Maverick Ranger", so they could be coming.
The ICE and hybrid Mavericks start around $25,000. A fully electric Maverick Lightning would probably cost more, but there is still a lot of room there to undercut existing electric pickups on price. Maverick buyers tend to skew younger and more urban than "typical" truck buyers; they are probably more receptive to electric vehicles in general, and less likely to care about range and towing.
I wouldn't be surprised if an electric Ford Maverick or Hyundai Santa Cruz is the first electric truck to find true mass-market success.
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