The Quarter Ton Comeback

My first EV was a little electric truck, and maybe my next EV will be one too. I picked up my first EV in 2007; it was nearly a decade old at that point. This was not a conversion; it was built as a pure EV by General Motors. It was a Chevy S10 EV. Having a little truck was very handy.

The Electric Quarter Ton

The first wave of electric trucks in the modern EV movement arrived with plenty of promise and even more hype. Rivian’s R1T, Ford’s F-150 Lightning, the Chevrolet Silverado EV, GMC Sierra EV, and Tesla’s Cybertruck showed the world that battery power could move serious metal. Yet they never quite conquered the market the way many of us hoped. The technology simply was not ready to deliver range, towing capacity, and an affordable price tag in one profitable package.

First-Generation Frustrations

Those early full-size EV trucks were engineering marvels, but they carried the weight of compromise. Massive battery packs delivered impressive EPA numbers on paper, yet real-world towing cut range in half or worse. Prices climbed well past the average truck buyer’s comfort zone, and gross margins suffered under the combined pressure of battery costs and low production volumes. Legacy automakers in particular leaned on half-measures; they electrified existing platforms rather than designing from a clean sheet. The result was heavy vehicles that struggled to achieve economies of scale; these trucks never reached the volumes needed to make that curve steep enough. Buyers noticed. Sales remained a niche rather than a revolution.

Big Bloat Brigade

Compact and mid-size trucks once filled American driveways and job sites. Vehicles like the Toyota Tacoma of earlier generations, the Ford Ranger, and even smaller offerings such as the Chevy S-10 ruled the quarter-ton segment. They were affordable, easy to park, and capable enough for daily work. Over the last twenty years, that segment shrank as manufacturers chased higher margins. Trucks grew longer, wider, taller, king cabs, and far more expensive. What began as practical work tools evolved into luxury lifestyle statements. The average transaction price for a new pickup climbed steadily while the practical mid-size segment nearly vanished. Many buyers still wanted something smaller and less costly; the market simply stopped offering them in meaningful numbers.

Mid-Size Momentum Returns

Fortunately, the next generation of electric trucks looks ready to revive that missing segment. Several manufacturers and startups are targeting the mid-size and compact space with vehicles that finally balance the three priorities of range, utility, and price. These new offerings treat the truck as a platform for practical electrification rather than a statement piece.

Consider the Ford Fathom. Built on the company’s new Universal EV platform and scheduled for deliveries in late 2027, it targets a starting price near $28,350. Ford promises more passenger volume than a Toyota RAV4, a usable bed, a frunk, and bidirectional power. The design emphasizes efficiency and cost control through modern manufacturing methods, and it will use the affordable LFP chemistry.

Slate Auto takes minimalism to an extreme. Their modular electric truck starts at $24,950 and can convert into an SUV configuration. With a projected 205 miles of range, 1,550-pound payload, and 2,000-pound towing capacity, it aims squarely at buyers who want basic capability without bloat. Direct-to-consumer sales and extensive accessory options keep the base price low while allowing owners to customize later. Gross margins remain positive from day one, according to the company.

Telo’s MT1 pushes the compact envelope further still. Roughly the length of a Mini Cooper yet offering a 60-inch bed and five seats, it claims up to 350 miles of range, 500 horsepower in dual-motor form, and towing beyond 6,600 pounds. Sustained 400 kW charging places it among the fastest-charging vehicles in any class. Production is targeted for late 2026 with initial volumes ramping in 2027.

Kia has also entered the conversation with plans for a body-on-frame midsize pickup for the U.S. market before 2030. The company intends to offer hybrid and extended-range electric variants, targeting roughly 90,000 annual sales. This shared architecture with a related Hyundai truck should help achieve the scale needed for better margins. 

Toyota, meanwhile, has already launched the Hilux BEV in markets outside North America. Sadly, this truck only has 149 miles (240 km) of range. You can expect to see a major battery upgrade to the Hilux if Toyota wants to move any of them when the competition hits. 

These vehicles share a common philosophy. They reject the notion that an EV truck must match the extreme dimensions of today’s full-size ICE models. By starting smaller they reduce battery size, cut curb weight, improve efficiency, and lower the cost of entry. Wright’s Law works in their favor as production volumes climb. Vertical integration or focused contract manufacturing further protects margins that eluded the first generation.

Comparison Snapshot

Model	Focus	Starting Price	Key Notes	Timeline
Ford Fathom	Mid-size	~$28,350	Full features, RAV4-like space	2027 arrival
Slate Truck	Compact modular	$24,950	205-mile range, convertible	Late 2026
Telo MT1	Ultra-compact	~$41,000	Up to 350 miles, high power	Late 2026
Kia midsize	Body-on-frame	TBD	HEV and EREV options	By 2030

The pattern is clear. The industry is rediscovering that not every truck buyer needs a three-ton beast. Many simply need reliable, efficient, and affordable capability.

The Road Ahead

The first generation of electric trucks proved the concept was possible. The next generation must prove it is practical and profitable. By returning to the mid-size and quarter-ton dimensions that once defined the segment, manufacturers finally have a realistic path to scale. Battery costs continue to decline, charging networks expand, and manufacturing processes grow more efficient. The result should be vehicles that deliver usable range, honest towing numbers, and price tags that attract mainstream buyers rather than early adopters alone.

Legacy automakers still risk half-measures if they merely electrify oversized platforms. The startups and the more aggressive programs at Ford and Kia show a better route: design the vehicle around the battery and the customer’s actual needs. When those pieces align, the electric quarter-ton can reclaim its place on American roads. The technology is no longer ahead of itself. It is arriving right on time.