Why large electric cars like the 2026 Kia EV9 and Ford F-150 Lightning EV aren't selling | Analysis

The demise of the Ford F-150 Lightning, the electric version of America’s favourite pick-up truck, is a painful lesson not just for the Blue Oval, but the entire automotive industry.

When it was first announced the Lightning made a lot of sense. Ford knew it wasn’t going to convince F-150 buyers to swap into a compact electric SUV, so the company would just make their truck electric.

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So the news that the Ford F-150 Lightning would be disappearing from both US and Australian roads was not really a surprise. But it’s the latest demonstration that multiple carmakers may have fallen into the same trap and could pay a similar price to Ford.

What is that trap? That would be to build large electric vehicles.

“The American consumer is speaking clearly and they want the benefits of electrification like instant torque and mobile power," explained Andrew Frick, President of Ford model e, the brand’s  electric division, about the decision to drop the Lightning.

“But they also demand affordability… rather than spending billions more on large EVs that now have no path to profitability, we are allocating that money into higher-returning areas.”

It seemed like the right idea only a few short years ago as EVs became more accepted as a concept, but sales were still relatively small due to a lack of choice.

Go back five years and most of the EVs on sale were either small cars or SUVs, like the Tesla Model 3 and Model Y, with the rest of the market segments largely ignored. It was a logical move, as a smaller car is more efficient (on average) than a larger one.

The problem is that left so much of the new-car market without an EV choice. What would someone looking for an electric ute or electric family-sized SUV do? So, being driven by the need to fit consumer tastes, carmakers tried to cater to them.

And thus we had the likes of the F-150 Lightning, Mercedes-Benz EQE SUV, Audi e-tron, Kia EV9 and, more recently, the Hyundai Ioniq 9 all arrive to cater to the audience that wants a ‘big EV’.

The problem is, and where this became a trap, is that building a larger EV means a larger asking price, and there simply aren't enough people willing to pay big bucks for an EV. At least not now, especially as the current fuel price drives more demand in EVs.

The people have voted with their wallets and it's easy to see where the core EV buyers are spending their money. BYD has already sold 1481 Atto 2s in the first three months of 2026, with another 1082 Atto 1s. The mid-sized BYD Sealion 7 has managed 4468 sales, the Zeekr 7X a healthy 1725 and the Geely EX5 1437.

Kia is perhaps the best demonstrator of this trend, the small EV3 has managed 861 sales so far this year, while the mid-sized EV5 has found 1148 buyers. But the bigger EV6 has notched just 77 sales and the huge EV9 has managed to move just 18 units in 2026.

And that’s not because Australians don’t want big SUVs, the new plug-in hybrid Denza B8 has already out-sold the EV9 with 75 sales since arriving, while the aging Nissan Patrol is still going strong (1383 sales) and the Toyota LandCruiser shows no signs of slowing down (2857 sales).

And this isn’t driven simply by the ongoing fuel crisis. Looking back at the 2025 data it shows the same pattern, Australian motorists looking for an EV are looking for smaller, more affordable models rather than the big ones. In 2025 Kia sold 4787 EV5s and 2597 EV3s but just 348 EV6s and only 269 EV9s.

The solution, or so it seems at this point, is the plug-in hybrid (PHEV). Buyers looking for a bigger vehicle but still looking to cut their fuel bill are tending towards PHEVs and other hybrids, such as the BYD Shark 6, BYD Sealion 8 and Chery Tiggo 9.

Obviously there will still be more large EVs coming our way, the most high-profile being the new electric Toyota HiLux, but all current signs indicate that this is a small percentage of the market and unlikely to change in the near future.