R1T Dead Last in EV Pickup Sales

[UnsungZero_OldTimeAdMan]

Ford dealerships were putting out crazy discounts on the Lightnings this last quarter. Had a friend want to buy a Rivian but got such a good deal on a Lightning that it was a no-brainer. I think Ford is losing quite a bit on Lightnings right now as well when the R&D costs are included the way it is for Rivian.

There's that because of the federal lease credit expiration. And now Ford is cutting prices by up to $4000. But, it can afford to do that because vast majority of its revenue is from ICE sales. So, in a way, the $4000 discount is being subsidized by ICE sales. Ford's Lightning business isn't separate from the rest of its business. Rivian has nothing in vehicle sales besides R1 and EDV. Right there alone makes it an unfair comparison, inviting conclusions to be picked apart.

IMO, it doesn't matter to me what other brands are doing or not doing. It's a waste of time. Pure EV sales aren't even 10% of total domestic US market on a good day. There is room for everyone and anyone who hasn't thrown their name in the ring (including this weirdo). What's more important and worthwhile is what Rivian have said it will do and how well its actions and performance measure up to those goals.

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[CrazyOne]

IMO, R1T is a truck for non-truck buyers. It doesn't work well as a work truck or a compensator.

It likely appeals to all the Land Rover buyers though.

 

[BigSkies]

IMO, R1T is a truck for non-truck buyers. It doesn't work well as a work truck or a compensator.

It likely appeals to all the Land Rover buyers though.

Agreed. The R1T is in a different market with a different target customer. That's why I don't take these comparisons too seriously.

The Cybertruck is also a market of its own. Although I struggle to define their target customer without using highly insulting terms.

The types of customers that buy Tacoma's and Maverick's would probably buy into a comparable EV truck pretty easy. Not so much for full size truck buyers.

 

[CrazyOne]

Agreed. The R1T is in a different market with a different target customer. That's why I don't take these comparisons too seriously.

The Cybertruck is also a market of its own. Although I struggle to define their target customer without using highly insulting terms.

The types of customers that buy Tacoma's and Maverick's would probably buy into a comparable EV truck pretty easy. Not so much for full size truck buyers.

Agree, but Maverick and Tacoma cost a lot less. There isn't really an existing segment that R1T serves. It's a niche.

 

[Dark-Fx]

Just don't want to end up like Fisker owners

You already are. I replaced my Fisker with another Rivian

 

[COdogman]

Agree, but Maverick and Tacoma cost a lot less. There isn't really an existing segment that R1T serves. It's a niche.

The price for a Tacoma TRD Pro is $68,950 if you can believe that.

 

[UnsungZero_OldTimeAdMan]

The price for a Tacoma TRD Pro is $68,950 if you can believe that.

Hefty TuRD

 

[technerd]

The only surprise here is how many Cybertrucks were sold. But the R1T are only for a specific crowd who want's a mid-size truck, that's off-roady and an EV, and can afford 100k vehicle, or people who just don't need 7 seats and want an EV that's unique and not bland, which would be me. But I won't be surprised if the truck gets killed off the next refresh.

 

[TexasBob]

Wrong. Top 2 selling vehicles in 2024 in the US were trucks. https://www.caranddriver.com/news/g60385784/bestselling-cars-2024/

Rav4 was #3.

Never trust Gemini.

Did you read your own article or my comment? F-Series and Silverado are not a model of vehicles they are a family of vehicles. The F150 (a model) sold fewer than RAV 4.

 

[ESM]

I'm a new 2026 R1T tri-motor buyer, picking up next week. Stoked! I explored all the traditional ICE truck options and EVs and nothing was really compelling...until I explored the Rivian. It hit all the categories that I cared about: exceptional performance and range (tri motor), design (it looks so much more cohesive than other brands), and functionality for family adventures. It's not meant to be a commercial workhorse truck imo. This'll be my first truck, so I may be more of a niche customer who has owned other high end SUVs before. Agree with CrazyOne above.

 

[Engi_Nerd]

My two cents, as someone who is definitely the target demo, reserved one early, but ultimately never purchased:

- The sales experience both times I tried was awful, on par with typical dealerships. I straight up lost my $1000 deposit because the first sales person told me I could stack friends and family discount so I picked a more expensive truck. Come to find out two weeks later I couldn't and they wouldn't let me switch to a cheaper one. Just way too many gimmicky promotions in general. Also, vehicles in the shop were often not real inventory, couldn't see lease numbers without applying for a very long time, and there was just too much friction in the process.

-They have been changing too many things in order to reduce cost and four years in are still struggling to deliver on quality and reliability. I don't care that you removed 40 miles of wiring. I care that the truck looks as close to perfect on delivery and won't leave me stranded.

-The upside of Rivian only selling 2500 trucks a quarter is they should be able to make every single one immaculate before delivery. Instead, they deliver many quality issues and burden the customer with getting things fixed. Tesla was horrible with this for years but has gotten much better.

-It is unacceptable that an $80K BEV truck with a massive battery pack cannot deliver as much V2L as a Kia EV6. BEV trucks are so limited on what they can do, to not let people use the pack as basic home backup is ridiculous.

-It is unacceptable than an $80K BEV truck is available with a sound system that is worse than what you get in a $35K Model 3.

- The "huge spider web of capability" afforded by the expensive and complex hydraulic anti-roll system is not really appropriate for semi-mainstream $80K truck and likely kneecaps their ability to make a profit. Perhaps this system should be only on the Tri/Quad, but your bread and butter truck should just have normal adjustable dampers, perhaps even on coil springs.

-The clicking axles are still an issue, and IMO, the result of Rivian again not being able to reign in their spider web. The massive range of ground clearance is awesome, but it's also not being used by 95% of buyers, all of whom are listening to worsening drivetrain clunks on their way to the mall. Only offer this capability on the "max offroad" trim, to people who need it and will put up with it.

- The way Rivian handled & continues to handle the power tonneau is pretty terrible. They sold that thing as one of the key features of the truck and have been playing games with it since day one. Every single truck should be able to get the new one.

- Nitpicky, but I don't think mechanical disconnects are a good long term solution for chasing efficiency on dual motor powertrains. I would happily take a 10% range and charging cost penalty than deal with the clunk and possible failure.

All this being said, I am still excited to have an R2 reservation and hope they can stick the landing.

 

[Donald Stanfield]

My two cents, as someone who is definitely the target demo, reserved one early, but ultimately never purchased:

- The sales experience both times I tried was awful, on par with typical dealerships. I straight up lost my $1000 deposit because the first sales person told me I could stack friends and family discount so I picked a more expensive truck. Come to find out two weeks later I couldn't and they wouldn't let me switch to a cheaper one. Just way too many gimmicky promotions in general. Also, vehicles in the shop were often not real inventory, couldn't see lease numbers without applying for a very long time, and there was just too much friction in the process.

-They have been changing too many things in order to reduce cost and four years in are still struggling to deliver on quality and reliability. I don't care that you removed 40 miles of wiring. I care that the truck looks as close to perfect on delivery and won't leave me stranded.

-The upside of Rivian only selling 2500 trucks a quarter is they should be able to make every single one immaculate before delivery. Instead, they deliver many quality issues and burden the customer with getting things fixed. Tesla was horrible with this for years but has gotten much better.

-It is unacceptable that an $80K BEV truck with a massive battery pack cannot deliver as much V2L as a Kia EV6. BEV trucks are so limited on what they can do, to not let people use the pack as basic home backup is ridiculous.

-It is unacceptable than an $80K BEV truck is available with a sound system that is worse than what you get in a $35K Model 3.

- The "huge spider web of capability" afforded by the expensive and complex hydraulic anti-roll system is not really appropriate for semi-mainstream $80K truck and likely kneecaps their ability to make a profit. Perhaps this system should be only on the Tri/Quad, but your bread and butter truck should just have normal adjustable dampers, perhaps even on coil springs.

-The clicking axles are still an issue, and IMO, the result of Rivian again not being able to reign in their spider web. The massive range of ground clearance is awesome, but it's also not being used by 95% of buyers, all of whom are listening to worsening drivetrain clunks on their way to the mall. Only offer this capability on the "max offroad" trim, to people who need it and will put up with it.

- The way Rivian handled & continues to handle the power tonneau is pretty terrible. They sold that thing as one of the key features of the truck and have been playing games with it since day one. Every single truck should be able to get the new one.

- Nitpicky, but I don't think mechanical disconnects are a good long term solution for chasing efficiency on dual motor powertrains. I would happily take a 10% range and charging cost penalty than deal with the clunk and possible failure.

All this being said, I am still excited to have an R2 reservation and hope they can stick the landing.

Most of what you did comparison wise is irrelevant. All vehicles have tradeoffs, and comparing a truck like the R1T and a Model 3 is useless, especially trying to isolate one feature and declare it better on one or the other. They are completely different things.

 

[DaveA]

My two cents, as someone who is definitely the target demo, reserved one early, but ultimately never purchased:

- The sales experience both times I tried was awful, on par with typical dealerships. I straight up lost my $1000 deposit because the first sales person told me I could stack friends and family discount so I picked a more expensive truck. Come to find out two weeks later I couldn't and they wouldn't let me switch to a cheaper one. Just way too many gimmicky promotions in general. Also, vehicles in the shop were often not real inventory, couldn't see lease numbers without applying for a very long time, and there was just too much friction in the process.

-They have been changing too many things in order to reduce cost and four years in are still struggling to deliver on quality and reliability. I don't care that you removed 40 miles of wiring. I care that the truck looks as close to perfect on delivery and won't leave me stranded.

-The upside of Rivian only selling 2500 trucks a quarter is they should be able to make every single one immaculate before delivery. Instead, they deliver many quality issues and burden the customer with getting things fixed. Tesla was horrible with this for years but has gotten much better.

-It is unacceptable that an $80K BEV truck with a massive battery pack cannot deliver as much V2L as a Kia EV6. BEV trucks are so limited on what they can do, to not let people use the pack as basic home backup is ridiculous.

-It is unacceptable than an $80K BEV truck is available with a sound system that is worse than what you get in a $35K Model 3.

- The "huge spider web of capability" afforded by the expensive and complex hydraulic anti-roll system is not really appropriate for semi-mainstream $80K truck and likely kneecaps their ability to make a profit. Perhaps this system should be only on the Tri/Quad, but your bread and butter truck should just have normal adjustable dampers, perhaps even on coil springs.

-The clicking axles are still an issue, and IMO, the result of Rivian again not being able to reign in their spider web. The massive range of ground clearance is awesome, but it's also not being used by 95% of buyers, all of whom are listening to worsening drivetrain clunks on their way to the mall. Only offer this capability on the "max offroad" trim, to people who need it and will put up with it.

- The way Rivian handled & continues to handle the power tonneau is pretty terrible. They sold that thing as one of the key features of the truck and have been playing games with it since day one. Every single truck should be able to get the new one.

- Nitpicky, but I don't think mechanical disconnects are a good long term solution for chasing efficiency on dual motor powertrains. I would happily take a 10% range and charging cost penalty than deal with the clunk and possible failure.

All this being said, I am still excited to have an R2 reservation and hope they can stick the landing.

I really hope we are able to drive the R2 before committing. The suspension noise on early R1 is just awful and the main reason I'm trading it in.

 

[savethemanual]

I do agree that a simpler suspension option, thus lowering the cost and service visits would help sales...especially the R1S since many need a three row SUV.

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