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The Electric Pickup Dilemma: European Needs vs. American expectations
The European pickup truck market faces a unique challenge when it comes too electrification. Unlike their American counterparts, European pickups are frequently enough tasked with demanding duties, requiring robust construction and the ability to navigate challenging terrain. As D.Šlavas points out, “heavy loads need to withstand the frame, not the body. In addition, pickups must be prepared to drive through the Brastas, which in Lithuania is not lacking. When it comes to electric cars, I’m not sure if I would like to immerse the battery in half a meter deep water.” This practical concern highlights a important hurdle for electric pickups in Europe.
Currently, no manufacturer has rushed to introduce an electric pickup to the European market. This is largely due to the divergent needs of European consumers compared to Americans. In Europe, structural integrity and off-road capability are prioritized over environmental considerations.
Weighing the Pros and Cons of electric Pickups
The electric KGM MUSSO EV, as an example, falls short of customary, frame-based pickups in certain aspects. Its payload capacity is limited to 500 kg, a stark contrast to the industry standard of one ton. Similarly, its towing capacity is capped at 1,800 kg, while conventional pickups can typically haul up to 3.5 tons.
However, the KGM electric model boasts distinct advantages. With over 400 hp, it currently stands as the most powerful pickup available in Europe. this notable horsepower translates to considerable torque,a significant benefit for off-road excursions.
It’s probable that traditional, diesel-powered, frame-based pickups will continue to dominate heavy agricultural and industrial work. Nevertheless, electric models could carve out a niche in the recreational pickup segment, appealing to buyers seeking stylish, well-equipped, and exceptionally powerful vehicles. An unexpected advantage for electric pickups might also be their cost-effectiveness.
“Pickups are typically purchased for €50-65 thousand, depending on the trim level. If their price exceeds the psychological threshold of €80,000, they lose commercial appeal,” notes D. Šlavas.For comparison,the Ford Ranger with diesel engines ranges from €45,550 to €62,550,the Toyota Hilux from €37,900 to €50,450,and the volkswagen Amarok between €48,399 and €56,037.
in contrast, the 414 hp electric KGM MUSSO EV starts at €48,990. With potential government incentives for businesses, the cost of this electric pickup could approach that of a base Volkswagen Tiguan, potentially making the KGM model the most affordable pickup on the market and an attractive option for less demanding commercial applications.
While traditional pickups are unlikely to disappear, competitive pricing and unique features could pave the way for electrification in this previously untapped automotive segment.
