Chevy Launched an All-American EV Truck—So Why Aren’t the Sales Following?

As a child, I picked up driving skills for my dad’s Chevrolet S-10 pickup from the passenger seat, yet I don’t conform to the typical Chevy buyer profile—I lean more towards hatchbacks. However, after a day of driving the Silverado EV in Detroit, I found myself contemplating a shift toward truck enthusiasm.

The driving experience in the Silverado EV mirrors that of a car. The bed is notably expansive, complemented by a roomy frunk. My long legs fit comfortably in the back seat, and the cabin is remarkably quiet. Additionally, it has the capability to power your home during a hurricane, tow heavy loads effortlessly, and it offers over 400 miles of range on one charge. For pickup lovers in America, that’s a dream ride.

Oddly enough, the Silverado EV hasn’t experienced overwhelming sales. Last year, GM sold roughly 14,000 units in the U.S. and Canada, while conventional gas-powered Silverados sold ten times that in just one quarter. After my experience behind the wheel, I’m baffled. GM seems to have engineered the perfect American electric vehicle, but it hasn’t gained traction among consumers.

Could the design be a factor? At first glance, the Silverado EV might bring to mind the earlier Chevy Avalanche, which could be a positive or a negative based on your perspective of the original model. It features four doors, a truncated bed that flows into the cabin, and a “sail” design that improves aerodynamics and reduces drag, just like the Avalanche. Personally, I found the design attractive, but I’m not a truck expert.

Getting into the vehicle takes some maneuvering, but once inside, it feels spacious and cozy. Pressing the brake engages the Silverado EV, lighting up vibrant screens ahead. The seats are comfy, and like many EVs, it accelerates impressively with some throttle. At nearly 20 feet in length, it’s hard to call the Silverado EV compact, but rear-wheel steering makes tight parking surprisingly manageable—until you try to fit it into a tiny space.

The Google-based infotainment system is sharp and responsive. While it may not be as fast as an iPhone, it comes remarkably close, and voice recognition is effective. I appreciate the physical volume and temperature dials, along with HVAC buttons positioned below the vents, which can also be adjusted manually. Thankfully, Chevy understands the importance of tangible controls.

Navigation utilizes Google services, showcasing its efficiency. Upon providing my destination, it offered several route options akin to Google Maps, with the added feature of displaying expected Super Cruise availability for hands-free driving. For those looking to minimize driving effort, a route can be chosen to maximize Super Cruise time. While GM has its reasons for not including CarPlay in its EV lineup, this functionality stands out as one of its stronger arguments—even if I don’t completely agree with the absence.

Super Cruise, GM’s impressive hands-free driving assistance system, truly lives up to the expectations. I had a brief encounter with Super Cruise in the Bolt and was left impressed, but in the Silverado EV, I tested it during busy rush hours in Detroit, making for smoother rides. For a truck this size, Super Cruise becomes almost a necessity.

That said, it does face some challenges. Steering can prove tricky at times. Just like my past experience in the Bolt, Super Cruise struggled when other vehicles abruptly cut in from the right.

One particularly nerve-wracking moment involved nearly colliding with a trailer for paint mixers. The paint-streaked lights might have thrown off the system, but I would have expected the radar to catch it.

Nonetheless, Super Cruise generally ensured a smooth ride, largely due to the substantial 205 kilowatt-hour battery pack located centrally. This central placement contributes to stability. Kudos should also go to the team of ride and handling engineers who’ve been hard at work. For a truck, it performs exceptionally well in terms of smoothness.

An impressive highlight was its efficiency. I achieved about 2.1 miles per kilowatt-hour, which is roughly 10% to 20% better than my average in the smaller Audi e-tron, which also experiences more wind drag.

So, what accounts for the slow sales rate?

Some analysts attribute it to the Silverado EV’s pricing, but I remain skeptical. Full-sized pickup buyers typically spend an average of $66,000, just $5,000 less than the cost of a Silverado EV LT Extended Range, which offers 410 miles per charge (the LT Max Range I drove can go an additional 68 miles, but costs $20,000 more).

Others platform its limited towing capacity, which is significantly less. However, this shouldn’t deter many buyers. According to Strategic Vision data, approximately 75% of full-sized truck owners tow just once a year. There might be around 400,000 conventional Silverado owners ready to switch. Yet those numbers!

It appears GM and other manufacturers miscalculated the truck market, which tends to resist change—an inertia that has little to do with the vehicle’s maneuverability. Potential buyers are concerned about range and charging networks, and likely have other worries that I haven’t even considered. This hesitation has impeded the overall growth of electric vehicles, especially electric trucks.

It’s regrettable, as most of these concerns tend to fade once you own an EV, and the Silverado EV stands as a strong initial iteration of an electric truck. With a little more design refinement, could GM potentially reduce its overall weight? Such a move would enhance payload and towing capacities while allowing for a smaller battery, ultimately lowering costs.

GM may soon address the pricing issue. There are strong indications that it will unveil entirely new battery technology, lithium-manganese-rich (LMR), which could reduce expenses by around $6,000 while preserving range, possibly within this decade. Should these savings be passed on to consumers, the EV could reach a similar price point as its gasoline counterpart.

If these adjustments lead to lower prices, I might genuinely contemplate the Silverado EV myself. Unfortunately, it’s too large for my vintage 1950s two-car garage—I would need a larger home to accommodate my new truck. What could be more quintessentially American than that?