Tesla’s new pickup will struggle to win over the Midwest’s truck die-hards

While a luxury vehicle on the coasts implies an Audi or BMW, in states like Nebraska, Arkansas, Montana, and Texas, it’s more likely to mean a fully-loaded Chevy Silverado capable of hauling 35,500 lbs. As even pedestrian pickups’ median price has soared from $32,557 in 2010 to $45,260 in the first half of 2019, according to the research firm J.D. Power and Associates, the high end keeps going up. Tesla wants to tap into this vehicle category, America’s most profitable. The company’s new pickup is due out tonight (Nov. 21), and it’s billed as big, fast, and “crazy” powerful by CEO Elon Musk.