Asian markets see record electric pickup sales while US automakers postpone EV trucks. Discover the trends shaping the future of pickups.
While the United States continues to idolize large‑size trucks and SUVs, the Asian automotive landscape is experiencing an unprecedented surge in electric pickup demand. Chinese and South Korean manufacturers are racing ahead with new EV models, delivering record sales and expanding exports, whereas major U.S. brands are either postponing or cancelling their electric‑truck programmes.
South Korea’s Lightning‑Fast Growth
According to the Carisyou Data Research Institute, South Korea registered nearly 23,500 electric pickups by November 2024 – a 68% jump compared with the same period in 2023. The standout performer is the Musso EV from KG Mobility, which alone accounted for 14,313 registrations, up from 12,231 in the first eleven months of 2024.
Kia’s first‑generation pickup, the Tasman, has also made a strong entry despite being a conventional power‑train model. The company has already exported more than 15,000 units to markets such as Australia and New Zealand. An all‑electric version of the Tasman is under development, confirmed by Kia’s South‑Africa marketing chief Christo Valentyn for a 2024 launch.
China Sets New Records for EV Pickups
Data from the China Automobile Dealers Association (CADA) shows that 537,000 electric pickups were sold in China through November – a 12% increase year‑over‑year. The market is being driven by several homegrown brands:
- Great Wall Motors – market leader in domestic EV pickup sales.
- Changan, SAIC Maxus, JAC – accelerating both local demand and export volumes.
- Radar New Energy Vehicles (a Geely subsidiary) – introducing the RD6, China’s first fully electric pickup.
New‑energy vehicles (NEVs), which include battery‑electric (BEV) and plug‑in hybrid (PHEV) pickups, dominate the growth story. In the first eleven months of 2025, NEV pickup sales jumped 335% from the same period in 2024, reaching 67,000 units.
BYD alone shipped over 3,500 electric pickups abroad in November, while Geely’s Radar sold more than 2,000 RD6 units. The RD6 has become the best‑selling electric pickup in China for the past two years and is now being exported to Eastern Europe, the Middle East, Central Asia, and parts of South America.
U.S. Automakers Hit the Brakes
Across the Pacific, the narrative is starkly different. Ford has announced the cessation of production for the all‑electric F‑150 Lightning, opting instead for an extended‑range electric vehicle (EREV) variant that it promises will be “no less revolutionary.” The shift reflects a strategic pivot toward gasoline‑powered trucks and hybrid models as Ford redirects staff from its Rouge electric‑vehicle hub to the Dearborn truck plant.
Stellantis mirrors this retreat. The group has moved workers from its electric‑vehicle centre to focus on gasoline and hybrid pickups, and it has scrapped plans for a fully electric Ram 1500 REV, converting the project to an EREV platform instead.
What This Means for the Global Pickup Market
The diverging strategies highlight a broader trend: Asian manufacturers are leveraging government incentives, advanced battery technology, and growing consumer acceptance to dominate the EV pickup segment. Meanwhile, U.S. firms appear cautious, constrained by an uncertain regulatory environment and lingering attachment to traditional internal‑combustion trucks.
For industry observers and investors, the data suggests that the next wave of pickup innovation – and profit – is likely to come from China and South Korea. The United States, unless it accelerates its EV pickup roadmap, may risk falling behind in a rapidly electrifying market.
Stay informed on the evolving landscape of electric pickups and discover how these shifts could impact your business or driving experience.