Why large electric cars like the 2026 Kia EV9 and Ford F-150 Lightning EV aren't selling | Analysis
The sales of large electric vehicles, such as the Ford F-150 Lightning and Kia EV9, are underperforming due to their high prices, while smaller EVs are gaining traction. Carmakers are reevaluating their strategies, shifting focus from large EVs to more affordable options.
The Ford F-150 Lightning, an electric version of America's favorite pickup truck, is being discontinued, serving as a lesson for the automotive industry. Initially, making the F-150 electric seemed logical, but the American market wasn't ready for a shift to electric vehicles, particularly among pickup truck buyers. Other carmakers, like Kia and Mercedes-Benz, also launched large EVs, such as the Kia EV9 and Mercedes-Benz EQE SUV, but these vehicles come with higher price tags, deterring potential buyers. Sales data shows that smaller EVs, like the BYD Atto 2 and Kia EV3, are outperforming larger models. In Australia, the Kia EV3 has sold 861 units this year, while the larger EV9 has sold just 18. Carmakers are now allocating resources to more affordable, higher-returning areas, indicating a shift in strategy towards smaller, more affordable EVs.
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