Hundreds of thousands of consumers have preordered either the Hummer EV, the electric pickup truck from U.S. startup Rivian or Tesla’s Cybertruck. More have expressed interest in electric SUVs such as the Toyota bZ4X and Mercedes-Benz EQB, and electric versions of pickups such as the Ford F-150 and Chevy Silverado, a close relative of the Hummer.
These vehicles are advertised with promises of long battery range, high towing capacity, all the extras typical of midrange luxury vehicles—and hardly a mention of their eco-friendly bona fides. If previous electric autos were marketed to people concerned about climate change, these are pitched to people more concerned about surviving its aftermath. Ads for these vehicles, showing the great outdoors and gritty downtowns in equal measure, suggest that even if oceans rise and forests burn, you’ll be cruising to your bugout cabin on nothing but sunlight and self-satisfaction.