The most predictable thing about the American auto industry is that the Ford F-150 is the top-selling pickup truck, every year. In fact, Ford has claimed this title for an astonishing 45 years, peaking at a million vehicles in 2019.
The Ford F Series was the quintessential American pickup for over 70 years, and the F-150 reliably dominated this sector, with innovative improvements like the aluminium alloy body shell. Until now.
It comes as something of a shock to the system, but Tesla’s Cybertruck has topped the sales charts for the first time. Launched in 2019, the super-ugly Cybertruck was a complete departure from traditional truck design, fully electric, and bullet proof. But despite, or perhaps fueled by, the universal criticism of its looks, Cybertruck pulled in 250,000 pre-orders within a week!
Unlike the Ford, which appeals to traditional truck owners, the Cybertruck reinvented the concept of a pickup. Its fully electric battery powered platform, or ‘skateboard’, can support any number of SUV or pickup designs, but Tesla chose to go with a radical Blade Runner-inspired triangular body in stainless steel; and Tesla fans loved it.
Which only goes to show, that the market leader in a sector is often the most vulnerable, secure in their success and complacency; they know what the market wants. Until a new competitor comes from left field and reinvents the industry, and eats their lunch! As Cybertruck gained momentum and market support, Ford saw sales decline for the F-150, proving that the traditional truck customer had moved on.
Now Cybertruck is the undisputed king of the hill, and the future of the American pickup is outrageous, contrarian, and electric!