In 2025, it seems everyone wants a slice of the “affordable EV adventure vehicle” pie. Jeff Bezos-backed startup Slate Auto is jumping in with battery-powered compact trucks. Rivian says one’s coming in 2026. Subaru and Toyota are reportedly collaborating on a small pickup, too. But before we all bet the farm on little electric trucks, it might be worth paying a visit to the Ford Maverick.

Ford sold 38,015 Maverick units in the U.S. during Q1 2025. That’s more than the Hyundai Santa Cruz and Honda Ridgeline combined. So why does this matter?

Because Ford has never offered a fully electric Maverick. And there’s a reason.

Order a Maverick today, and you can choose between a standard 2.5-liter hybrid and an optional 2.0-liter EcoBoost engine.

Insiders (like me) will tell you what Ford executives won’t say out loud: a Maverick EV just doesn’t pencil out right now. Between battery costs, tight margins on compact trucks, and the already delicate balancing act of pricing the hybrid model affordably, it’s not an easy business case. 

In other words, profitability on small trucks is tricky even without a giant lithium-ion battery onboard.

Now compare those Ford Maverick sales to the electric F‑150 Lightning

The F‑150 lineup still moves serious metal. Ford sold 183,202 F‑Series trucks in Q1 2025. But the Lightning? Just 7,913 new registrations, per S&P Global Mobility data. 

That’s not nothing, but it’s not mass adoption either. Even with more tax credits, price cuts, and fleet orders, the Lightning still hasn’t convinced the average truck buyer to ditch gas completely. 

By the way, Elon Musk sure is fuming over President Trump’s move to eliminate EV tax credits. After all, I’ve heard that it takes upwards of $39,000 to build a Model Y, and Tesla’s selling them for $46,000 to $49,000 before the tax incentives. Tesla can’t take much more price cutting if buyers walk away without those credits.

While we’re here, let’s switch to the Tesla Model Y for a second to talk about drivers’ financial perspective

Yes, it’s an SUV, but in 2024, Tesla delivered roughly 372,613 Model Ys in the U.S. and about 1.2 million worldwide. That’s literally just below the Toyota RAV4 sales. As such, it’s the best-selling EV globally.

But the consumer math isn’t always rosy. Used Model Ys plunged about 25.5% in value between January 2024 and January 2025. Over five years, it’s expected to lose about 60% of its value. That rapid depreciation reminds us EVs still play to different economic rhythms than “traditional” trucks and SUVs.

So if larger EVs like the Lightning and Model Y face those market realities, what makes anyone think a smaller electric pickup will break through?

The same headwinds pop up: range, space, and cost. 

A small EV truck with 220 miles of range might seem fun for the city or short trips. But in reality, Americans still want predictable range for work or weekend plans. 

Then there’s payload and passenger space. Stick a hefty battery under a compact chassis, and the bed shrinks, the second row gets tight, and cost jumps. Shrink value and size, and buyers might skip the whole category.

Again, profitability is another beast. Building cheap, small EV pickups today is still very expensive. Heck, even Rivian, a 16-year-old EV startup many are rooting for, is battling serious financial challenges as we speak. It’s looking to release smaller models in 2026, but insiders have started murmuring the “B-word”… bankruptcy.

Buyers want sub‑$30 K pricing. Automakers want margins. That’s a tough balance without losing dollars per vehicle.

The Ford Maverick hybrid is already here. It’s practical, affordable, and doesn’t ask too much from its buyers. It delivers around 40 mpg in the city, seats five, and starts at $27,890 for 2025. 

No charging needed. No range anxiety. And it’s backed by a long-standing OEM.

Tesla’s Model Y example also shows the risk of going full EV, even for a high-volume crossover. Sharp depreciation can hit owners long-term. If small pickup EVs are going to break through, they’ll need to match or exceed the value, space, and emotional payoff of something like the Maverick hybrid, without hemorrhaging margin.

So far, no one has.