In 2019, Tesla released its Cyberruck electric pickup truck. Today, the Tesla Cyberruck electric pickup truck, which will not be delivered until at least 2023, has exceeded one million orders, and the deposit alone has accumulated hundreds of millions of dollars.
In addition to Cyberruck, the "Tesla killer" Rivian, who is famous for electric pickup trucks, is quite exaggerated in terms of market capitalization. Its market value has doubled in the six days it went public, surpassing the Volkswagen Group in one fell swoop and becoming the second largest car company after Tesla and Toyota, and its current market value is as high as $102.2 billion.
With Tesla and Rivian, two new american car-making forces in the field of electric pickup trucks, the performance of the two major auto giants in Detroit is not far behind. Driven by the new forces of American car manufacturing, General Motors and Ford Motor have also launched their own electric pickups, and the booking situation has also performed quite well.
Among them, the cumulative order volume of Ford F-150 Lightning electric pickup trucks has exceeded 160,000 units, resulting in Ford having to temporarily close the booking window for this model, and the order volume of HUMMER EV (Electric Hummer) launched by GM Group has completely exceeded expectations.
At this point, electric pickup trucks have quickly become popular in just a few years. And the topic we are going to talk about today is also these cool-looking, high-performance electric pickups.
Tesla Cyberruck leads the pickup truck electrification revolution
Pickup truck originated in the United States, it has a tough body, as well as a huge displacement of the engine, is one of the most in line with the American car culture model, in terms of practicality can also meet the needs of American consumers in all aspects of work and life.
However, in the face of increasingly stringent emission regulations, pickup trucks that once came standard with large-displacement naturally aspirated engines have gradually begun to compromise with environmental regulations. At this time, the same performance of the electric pickup truck came into being.
In Xiao Lei's view, although Tesla Cyberruck can not be said to be the originator of electric pickup trucks, it is indeed the leader in the development of electric pickup trucks. Cybertruck's design style is very different from other pickups on the market, using a "cyberpunk" design style rather than the traditional pickup design.
This unique electric pickup truck will be available in three models: single-motor rear-drive, dual-motor full-drive and three-motor all-wheel drive. Among them, the most powerful three-motor version of the model can accelerate 100 kilometers to 2.9 seconds, and its drag capacity can reach 6.3 tons.
Among the high-end pure electric pickup trucks surrounded by strong enemies today, the performance of Tesla Cyberruck may not be the strongest, but in Xiao Lei's view, its cost performance is no car in a short period of time. The model starts at $39,900 (about 280,000 yuan), and the top-of-the-line three-motor version costs $69,900 (about 490,000 yuan).
For comparison, the electric Hummer with similar performance to the Tesla Cyberruck starts at $79,995 (about 510,000 yuan), while the Rivian T1 electric pickup truck also starts at $67,500 (about 430,000 yuan) in North America. Among the traditional American pickups, the starting price of the Ford F-150 in China has also reached 523,800 yuan.
Compared with other brands of electric pickups, Cybertruck electric pickups have strong performance and super cost performance, and it also has Tesla's strong brand appeal. Obviously, although Tesla Cyberruck is still only a futures that will not be officially mass-produced until 2023, its ambition to subvert American pickup trucks and lead the development of pure electric pickup trucks has been revealed.
However, although these electric pickup trucks, including Tesla Cybertruck, which have been popular all over the world before delivery, have received a large number of orders, Xiao Lei believes that electric pickup trucks are at best a little seasoning brought to the global automotive market when the US automotive industry transformed.
Electric pickup trucks are the spice of the American automobile transformation
Although electric pickup trucks have become popular around the world, from the current point of view, in addition to the extremely mainstream position of the pickup truck in the US automotive market, the market performance in other regions is not satisfactory.
According to the data, global car sales in 2020 were 78.03 million units, of which the pickup truck sales generated by the US market in 2020 were 2934706, and pickup truck models accounted for 20.2% of the US automotive market. In fact, as the world's largest auto market, China's pickup truck sales are second only to the United States.
Source: Pickup Truck City
However, pickup trucks are still completely unpopular models in the huge Chinese auto market. Although the sales volume of pickup trucks in the Chinese market reached 415,540 units, the sales of pickup trucks in the Chinese market were only 14.2% of the US market, which was far from the sales performance in the US market.
In terms of market penetration, China, as the second largest car market in the world in terms of pickup truck sales, has a pickup truck penetration rate of only 1.9%, and the pickup truck penetration rate of the US market is 10 times that of China. Clearly, the U.S. market contributes the vast majority of sales to the global pickup market.
Compared with the global auto market, the pickup truck sales data generated in the US auto market only accounts for 3% of global auto sales. It can be seen that although pickup truck models have a pivotal position in the US automotive market, they do not have much presence in the global automotive market sales.
It is undeniable that because pickup trucks have a market share of more than 20% in the United States, the transformation performance of pickup trucks will bring a huge market gap to electric pickups, but it is difficult to set off too many waves in the global automotive market.
In fact, the American car companies that launched electric pickup trucks are also well aware of this, so electric pickups are only a blockbuster product in their respective systems, not the only product. GM, Ford, these deep-rooted Detroit veteran car companies need not say much. Tesla doesn't actually expect cyberruck's electric pickup to give it sales comparable to the Model 3 and Model Y.
As for the company's market value soaring as soon as it was listed, Xiao Lei believes that if its product planning only has an electric pickup truck such as the RICIAN R1T, then it will definitely not reach the current market value of 100 billion US dollars. Know that market capitalization represents development potential, and RIVIAN needs to let investors see its ambitions to compete for the world.
Americans lay out pickup trucks just want to "get outside must first be inside"
Demand determines the market, in Xiao Lei's view, although the electric pickup trucks in the United States have caused a sensation in the past two years, they can only ignite a raging fire in the US domestic market on the other side of the ocean, and cannot change the automotive market pattern in other countries and regions, including China.
The reason why pickup trucks can sell well in the United States is not unrelated to the national conditions of the United States. For Americans, pickup trucks are cheap, have many functions, and pull goods to carry people to do farm work, so many American families will have such a tool car, but this demand is not suitable for the global mainstream car market.
Taking the Chinese market as an example, although the Chinese market also sold 415,540 pickup trucks last year, the consumer group of Pickup Trucks in China is quite polarized. Because the pickup trucks sold in China are usually sold in the form of tool cars to the urban-rural junction, only a very small number of high-end imported pickup trucks are in the form of "large toys" and appear in China's first- and second-tier cities.
In addition, pickup trucks belong to agricultural vehicles in China, and most of the pickup trucks will have emission problems before, so the policy of pickup trucks in many parts of China is not friendly. Pickup trucks that want to hit the road in China usually have to spray words on the door, and the parking spaces must be pasted with reflective stickers, and in many first- and second-tier cities, they are also restricted. Therefore, many reasons have led to the fact that most Chinese consumers do not accept pickup trucks very well.
The road design in Europe and Japan is not as wide as that of the United States, which is sparsely populated, and small cars have become the main sales models in europe, the United States and Japan. Therefore, pickup trucks with a length of 5 meters and a width of more than 2 meters are often in small places such as Europe and Japan, just like giants coming to the country of villains, which is even more unsatisfactory.
Because of the national conditions, the pickup truck has become the top pillar of the US automobile market, but it cannot conquer the automobile market outside the United States. When the car enters the era of electrification, the electric pickup truck is about to take over the baton of the traditional pickup truck, and it is the general trend to continue to support the US automobile market, but it will still be difficult in other automotive markets due to differences in national conditions.
American car companies want to go out of the United States and go to the world, obviously can not rely on the electric pickup trucks that are now popular, in fact, they will not rely on electric pickups. In Xiao Lei's view, the reason why only American car companies will vigorously promote electric pickup trucks, in addition to the domineering appearance of pickup trucks and strong power can attract people's attention, is also a signal that they challenge new energy vehicles in the United States.
So far, the main competitors of US car companies in the US new energy vehicle market are still local car companies, and there is no opponent who is too strong in the US domestic market. Therefore, compared with "outside", the first thing American car companies have to do is to grab the new energy vehicle market in the United States at the fastest speed to "inside".
Of course, while seizing the US new energy vehicle market, it will not prevent Us car companies from launching an attack on the global new energy vehicle market. You know, in the context of the technology developed by car companies generally using mature modular platforms, they want to develop an SUV or sedan suitable for the markets of various countries, just like a child building blocks.
Note: The material for this article comes from the Internet