Chevy Launches All-American EV Truck: What’s Causing the Slow Sales?

As a child, I picked up driving skills by watching from the passenger seat of my father’s Chevrolet S-10 pickup. Although I’m not your typical Chevy aficionado—favoring hatchbacks—I started to develop a genuine interest in trucks after spending a day with the Silverado EV in Detroit.

The driving experience in the Silverado EV feels very much like that of a car. It features a spacious bed and a sizeable frunk. The rear seat provided ample legroom for me, and the cabin was impressively quiet. What’s more, it’s capable of powering your home during a storm, towing substantial weights, and offers more than 400 miles of range per charge. For those who love American pickups, this vehicle is a dream come true.

Surprisingly, sales of the Silverado EV haven’t soared. Last year, GM sold around 14,000 units across the U.S. and Canada, whereas traditional gas-powered Silverados sold ten times that in a single quarter. After my time behind the wheel, I found this puzzling. GM seems to have created the perfect American electric truck, yet it hasn’t resonated with buyers.

Could the design be a factor? The Silverado EV might evoke memories of the earlier Chevy Avalanche, which could be seen as a positive or negative depending on one’s view of the original model. It has four doors, a compact bed that fits into the cabin, and an aerodynamic “sail” structure that reduces drag, similar to the Avalanche. Personally, I find the design appealing despite my lack of familiarity with trucks.

Gaining entry into the vehicle requires some agility, but once inside, there’s a sense of openness and comfort. Pressing the brake fires up the Silverado EV, lighting up the vibrant screens ahead. The seats are plush, and like many EVs, it accelerates smoothly with a gentle push on the throttle. Despite its nearly 20-foot length, the rear-wheel steering facilitates surprisingly easy parking—though fitting it into tight spots can still be a challenge.

The Google-based infotainment system is sharp and responsive. While it might not quite match the speed of an iPhone, it comes close, and the voice recognition is quite effective. I particularly appreciate the physical dials for volume and temperature, along with conveniently placed HVAC buttons under the vents for manual adjustments. Thankfully, Chevy understands the importance of tactile controls.

Navigation is powered by Google services, illustrating its efficiency. After inputting my destination, it offered various route options, much like Google Maps, and included predictions regarding the availability of Super Cruise for hands-free driving. For those looking to reduce their driving effort, routes can be selected to minimize the need for manual control. Though GM opts not to include CarPlay in its EV lineup, this feature stands out as a strong point—despite my reservations about the absence of CarPlay.

GM’s Super Cruise, the impressive hands-free driving technology, generally meets expectations. I had a brief experience with it in the Bolt and was satisfied; however, testing it in the Silverado EV during the hectic rush hours of Detroit felt seamless and less stressful. For a truck of this size, Super Cruise seems almost essential.

Yet, it does have its challenges. Steering can be tricky at times. Similar to my prior experience in the Bolt, Super Cruise had some difficulty when other cars suddenly cut in from the right.

A particularly harrowing moment involved a near-miss with a trailer carrying paint mixers. The paint-stained lights may have confused the system, but I anticipated the radar to detect it.

Nonetheless, Super Cruise typically offers a smooth experience, aided by the 205-kilowatt-hour battery pack that is centrally located for improved stability. Hats off to the ride and handling engineers for their exceptional work. For a truck, the ride quality is remarkable.

A high point was its efficiency. I averaged about 2.1 miles per kilowatt-hour, roughly 10% to 20% more efficient than my typical mileage in a smaller Audi e-tron, which also contends with higher wind resistance.

So why the sluggish sales?

Some experts attribute it to the Silverado EV’s pricing, but I’m not entirely convinced. Full-sized pickup buyers typically spend around $66,000, which is only $5,000 less than the cost of a Silverado EV LT Extended Range, which offers 410 miles on a single charge (the LT Max Range I tested provides an additional 68 miles for an extra $20,000).

Others mention its limited towing capacity as a concern. However, this shouldn’t deter many prospective buyers. Research from Strategic Vision shows that about 75% of full-sized truck owners tow only once per year. There are roughly 400,000 traditional Silverado owners who could be inclined to switch. Yet those numbers!

It appears GM and other manufacturers have misjudged the truck market, often resistant to change—a reluctance not solely related to vehicle maneuverability. Potential buyers likely have concerns about range and charging infrastructure, as well as other issues I might not have considered. This apprehension has impeded the overall growth of electric vehicles, especially electric trucks.

It’s unfortunate, considering many of these anxieties diminish once you own an EV, and the Silverado EV serves as a solid initial offering for an electric truck. With further design improvements, could GM reduce its overall weight? This would enhance payload and towing capabilities while allowing for a smaller battery, ultimately reducing costs.

GM might soon address the pricing issue. There are compelling indications that it will unveil a new battery technology—lithium-manganese-rich (LMR)—which could reduce costs by around $6,000 while retaining range, possibly within this decade. Should these savings reach consumers, the EV might achieve a price point similar to its gasoline counterparts.

If these adjustments result in reduced prices, I would seriously contemplate the Silverado EV myself. Unfortunately, it’s too large for my vintage 1950s two-car garage—I’d need a bigger place to accommodate my new truck. What could be more emblematic of the American experience than that?