Electric truck sales are surging in California, creating a sensation. The popularity of various models, including Tesla's Cybertruck, has lifted consumer demand, and state subsidies have helped the market grow rapidly.
Citing data from the California Air Resources Board (CARB), outlets including the California Chronicle reported on the 24th (local time) that electric vehicles accounted for about 25% of new truck sales last year, with a total of 30,026 units sold. Since 2021, more than 57,000 have been sold cumulatively, far exceeding the government's initial target.
This trend stems from attention-grabbing models and state subsidy policies working at the same time. In particular, Tesla's Cybertruck drew notice with its distinctive stainless exterior and futuristic design. Beyond looks, its strengths were cited as towing capacity close to 5 tons (t), payload exceeding 1 ton, and the quick acceleration characteristic of EVs. It also supports Tesla's bidirectional charging feature, "Powershare," allowing it to serve as home power during outages, which won praise.
Policy support also played a big role. California operates the Hybrid and Zero-Emission Truck and Bus Voucher Incentive Project (HVIP) to provide subsidies to drivers and corporations that purchase electric trucks. Participation rose 177% between 2023 and 2024, and more than 200 additional vehicles were registered in February this year. The state government is using emissions trading revenue to fund the subsidies and is working to expand charging infrastructure.
Rising demand for electric trucks also offset the broader slowdown in the EV market. Early this year, Tesla's weak sales hit the global EV market, but in the commercial vehicle space, demand increased for plug-in trucks (trucks that can be charged by plugging into external power) and buses. Tesla sales were also dampened in California by consumers put off by CEO Elon Musk's political remarks, but the Cybertruck and other brands' electric trucks gained popularity and supported the market.
Industry officials cite economics as the reason electric trucks are drawing attention. The upfront price is high, but lower maintenance and fuel expense make the total cost of ownership (TCO) fall substantially over the long term. Structural factors such as urban emissions restrictions and demand for silent nighttime deliveries are also combining to expand the demand base.
However, a lack of charging infrastructure and high initial purchase expense remain challenges. Jeff St. John, a senior reporter at U.S. energy outlet Canary Media, said, "The biggest obstacle to scaling electric trucks is the lack of charging infrastructure, and grid bottlenecks could mean it takes years to establish charging stations."
The Cybertruck has made waves not only in the United States but also in Korea. Singer Kim Jun-su is known as the first owner in the country, and public interest grew after footage showed G-Dragon riding in one.