'This is going to be a slow, a multi-generational shift.'

But despite initially promising sales, Americans now seem increasingly disinterested in swapping out their combustion engine trucks for electric equivalents.

‘Electrification is a governmental and environmental initiative. It is not consumer driven,’ said Joe McCabe, President and CEO of automotive consultancy AutoForecast Solutions…‘There are early adopters, and the early adopters have adopted,’ said McCabe…

The question that remains therefore is how and when - whether that will involve smaller trucks, plug-in hybrid vehicles or all-electric EVs is unknown.