June 8th, 2026 | Honda refreshes key models; Loren McDonald on why EV trucks flopped
About this episode
Honda is rolling out a mid-cycle refresh for the Accord in the second half of 2027, plus a ruggedness boost for the Passport later this year. The show then pivots to right-to-repair discussions and what didn’t pan out in EV trucks. Loren McDonald challenges the “iPhone moment” narrative around the F-150 Lightning, arguing buyer psychology, range sensitivity, and fleet charging/repair realities kept adoption from taking off—despite early hype like bi-directional charging.
Honda is refreshing the Accord and Passport, and American Honda’s product planning chief says customers will feel like they’re seeing new models. Auto executives met with President Donald Trump to discuss the right-to-repair bill. Plus, Chargenomics CEO Loren McDonald breaks down why the F-150 Lightning, Silverado electric vehicle and Cybertruck all underperformed.
Honda Accord
"Honda is giving two of its core mid-sized models a significant upgrade. The Accord is getting a mid-cycle refresh for the second half of 2027."
The Honda Accord is a popular car in the middle-size sedan category. In this update, Honda is changing the look, adding a bigger screen, and possibly tweaking how the hybrid feels when you drive it.
The Honda Accord is a mainstream midsize sedan that’s getting a mid-cycle refresh for the second half of 2027. The host mentions a bolder, more angular design and a larger infotainment screen, plus a possible expansion of its S-plus shift simulated manual hybrid system.
mid-cycle refresh
"The Accord is getting a mid-cycle refresh for the second half of 2027. With a bolder, more angular design, a larger infotainment screen, and a possible expansion"
A mid-cycle refresh is like a “middle-of-the-generation” update. The car gets changes—often styling and technology—so it stays current until the next full redesign.
A mid-cycle refresh is an update that happens partway through a model’s generation, typically adding styling changes, new tech, and sometimes powertrain tweaks. It’s meant to keep a model competitive without redesigning it from scratch.
S-plus shift simulated manual hybrid system
"With a bolder, more angular design, a larger infotainment screen, and a possible expansion of its S-plus shift simulated manual hybrid system, American Honda's head of product"
This is a hybrid driving mode that tries to feel more like a manual transmission. It’s designed to give you more of the “gear shifting” sensation even though it’s still an automatic hybrid system.
An S-plus shift simulated manual hybrid system is a hybrid drivetrain feature that mimics the feel of a traditional manual gearbox. Instead of purely automatic behavior, it uses programmed shift logic and “shift” cues to make the car feel more like you’re selecting gears.
ride height
"Meanwhile, the passport gets a ruggedness boost later this year, with extra ride height and suspension tweaks on the off-road trail sport trim"
Ride height is how high the car sits off the ground. More ride height usually means better clearance over bumps and rough trails.
Ride height is the distance between the ground and the vehicle’s body, often discussed as ground clearance. Increasing ride height can help a vehicle handle uneven terrain by reducing the chance of scraping the underbody.
Honda Passport
"Meanwhile, the passport gets a ruggedness boost later this year, with extra ride height and suspension tweaks on the off-road trail sport trim to better challenge Toyota's TRD"
The Honda Passport is a midsize SUV. This update is aimed at making it tougher for rough roads, including more ground clearance and suspension changes on the off-road oriented trim.
The Honda Passport is a midsize SUV that’s being updated for more rugged, off-road-oriented capability. The host specifically calls out extra ride height and suspension tweaks for the Off-Road Trail Sport trim.
off-road trail sport trim
"and suspension tweaks on the off-road trail sport trim to better challenge Toyota's TRD lineup."
“Off-road trail sport” is a version of the model with extra gear and setup meant for dirt roads and trails. Here, the host links it to higher clearance and suspension changes.
“Off-road trail sport” trim is a specific equipment level aimed at off-road use, typically bundling suspension and clearance-focused changes. In this segment, it’s tied to extra ride height and suspension tweaks to improve trail capability.
right to repair legislation
"President Trump met with top auto executives last week to discuss right to repair legislation. Those in the room included GM CEO Mary Bara and Ford's Andrew Frick, along with leaders"
Right to repair laws are about letting car owners and independent mechanics fix cars without being blocked by the manufacturer. The goal is easier access to the tools and information needed for repairs.
Right to repair legislation is a policy push that aims to make it easier for owners and independent shops to diagnose, repair, and maintain vehicles. It often focuses on access to diagnostic tools, software, and parts that manufacturers may otherwise restrict.
bi-directional charging
"Put a battery in it, add bi-directional charging and watch it reshape the market."
Bi-directional charging means the EV can not only take electricity in, but also send electricity back out. That could let the truck power your home or even help the electric grid, depending on the setup.
Bi-directional charging lets an EV send power back out through the charging connection, effectively turning the vehicle into a mobile battery. In theory, that could help EV trucks support home backup power or feed energy back to the grid, making them more valuable than a typical “charge-and-go” EV.
why EV truck adoption missed the mark
"on the SHIFT podcast to ask about why the psychographics of the truck buyer were fundamentally misaligned with early EV adoption... If we look at the Cybertruck... it's a bust."
They’re talking about why electric pickup trucks didn’t catch on the way people expected. The guest points to buyer behavior and expectations that didn’t line up with reality.
This segment focuses on the mismatch between what EV truck makers expected buyers to want and how early EV adoption actually played out. It uses specific examples (Cybertruck, F-150 Lightning, Silverado EV) to argue the market didn’t respond as predicted.
Tesla Cybertruck
"And the reason why I ask is if we look at the Cybertruck, Tesla's truck, it's a bust."
The Tesla Cybertruck is Tesla’s electric pickup. It was supposed to be a huge hit, but the host is saying it didn’t deliver the results people expected.
The Tesla Cybertruck is Tesla’s electric pickup known for its angular design and unconventional materials. It’s brought up here because it was expected to be a breakout EV truck, but the speaker frames it as failing to meet that hype.
Ford F-150 Lightning
"If we look at the Ford F-150 Lightning, it's a bust."
The Ford F-150 Lightning is Ford’s electric pickup truck. It’s important because it’s based on the same model people already buy for everyday use, work, and hauling—so it was a big test of whether EVs could fit normal truck life.
The Ford F-150 Lightning is an all-electric version of Ford’s best-selling F-150 pickup. It’s notable because it tried to bring EV tech to a mainstream, work-and-family truck buyer rather than a niche performance EV crowd.
Chevrolet Silverado EV
"If we look at the Chevy Silverado EV, it's a bust."
The Chevy Silverado EV is GM’s electric version of the Silverado pickup. It’s a direct attempt to make an EV that still feels like a real truck people use for hauling and work.
The Chevrolet Silverado EV is GM’s electric take on the Silverado full-size pickup. It matters because it’s aimed at the same buyer segment as the gas Silverado—towing, utility, and fleet-style use—so its market results are a key signal for EV trucks.
Gmc Hammer
"...hevy Silverado EV, it's a bust. If we look at the GMC Hammer, it's a bust. So what's going on here?"
Rivian R1S
"Yeah, and I'll add two more things to your list there. If you look at the Rivian R1-T, the mid-sized pickup versus the Rivian R1-S, the suburban soccer mom success vehicle out where I live in Northern California,"
The Rivian R1S is an electric SUV, meaning it uses a battery and an electric motor instead of gasoline. It’s made for people who want an SUV for everyday use, but powered by electricity. It’s mentioned because it’s one of Rivian’s main electric SUV options.
The Rivian R1S is an all-electric SUV from Rivian, designed to combine family practicality with electric performance and capability. It’s frequently included in discussions about electric vehicles because it targets buyers who want an SUV shape but with battery-electric power. In the podcast, it’s referenced as part of a comparison set that includes other electric Rivian models and different vehicle types.
Rivian R1-T
"If you look at the Rivian R1-T, the mid-sized pickup versus the Rivian R1-S,"
The Rivian R1-T is an electric pickup truck. In this episode, it’s mentioned to compare pickup EVs versus SUV EVs and why the pickup hasn’t sold as strongly.
The Rivian R1-T is Rivian’s electric pickup, positioned as the “mid-sized pickup” alternative in this discussion. The host contrasts it with the R1-S to explain how EV demand has skewed more toward SUVs than pickups.
Chevrolet Suburban
"... the mid-sized pickup versus the Rivian R1-S, the suburban soccer mom success vehicle out where I live in No..."
The Chevrolet Suburban is a big SUV meant for families and hauling people comfortably. It’s known for having lots of room and being good for everyday driving and longer trips. It comes up in comparisons because it represents the kind of vehicle many buyers already rely on.
The Chevrolet Suburban is a large, family-focused SUV built for space, comfort, and long-distance capability. It’s often discussed as a “success vehicle” because it fits the needs of people who want a roomy, practical vehicle for daily life and trips. In the podcast context, it’s mentioned to contrast mainstream family utility with newer, more niche electric options.
psychographics
"One of the main reasons that the legacy automaker pickups just were only selling 1,000, 2,000 a month or less was just starting off with the psychographics of that buyer."
Psychographics are a marketing way of describing a buyer’s personality traits, interests, and lifestyle—beyond just demographics like age or income. Here, the host argues legacy automaker EV pickups sold poorly because the typical pickup buyer’s mindset didn’t align with EV early-adopter culture.
early adopters
"Pickup buyers are typically not going to be the type of people that are excited about electric vehicles, right? So first and foremost, they're just not, they don't fall into that sort of buyer demographic of people that are going to be early adopters adopting this thing."
Early adopters are the people who are willing to try something new first. The host is saying many traditional pickup buyers aren’t those kinds of people when it comes to EVs.
Early adopters are the first group of consumers to try a new technology or product before it becomes mainstream. The host’s point is that many pickup buyers aren’t naturally inclined to be early adopters of electric vehicles.
range issue
"And they also love to tout going on 600-mile road trips without stopping to use the restroom, right? So for them, the range issue was sort of really the big thing, right?"
A “range issue” means people worry an EV won’t drive far enough before needing a charge. The host says that worry mattered a lot for truck buyers who want to do long trips without stopping.
A “range issue” refers to concerns that an EV won’t go far enough on a single charge for the driver’s needs. The host frames it as the biggest obstacle for pickup buyers, emphasizing their preference for long trips without interruptions.
charging for 40 minutes
"Therefore, most they wanted a big macho truck that can go far and tow and not have to worry about charging for 40 minutes or whatever it is."
EVs need time to recharge, and the host is talking about how long that can take. If the truck has to be working constantly, a charging stop can be a problem.
This refers to the time required to add enough energy to an EV during a charging stop. The host is arguing that EV trucks can be a poor fit for certain “go far and tow” use cases if charging time becomes a major operational delay.
Ford Maverick
"So it was just fundamentally, it was not the best body style for legacy automakers to sort of focus so much on, they should have focused on, like what I know we're going to talk about is more of like a Maverick Ford Maverick type smaller pickup that has a different sort of buyer group and user group."
The Ford Maverick is a smaller pickup truck compared to the big, macho full-size trucks. The point here is that smaller trucks attract a different kind of customer than the big trucks and EV trucks.
The Ford Maverick is a compact pickup that’s designed to be smaller and cheaper than traditional full-size trucks. In this segment, it’s used as an example of a different “smaller pickup” buyer and user group than EV truck buyers.
electric vehicle architecture
"Utilities, municipalities, fleets, I mean the electric vehicle architecture has a great use case for businesses that drive a defined route and come back to base for some period of time, whether it's overnight for a lunch break, whatever it is."
Electric vehicle architecture refers to the overall design approach for an EV—how the battery, motors, power electronics, and charging strategy are integrated. The host argues that EV architecture can work well for businesses with predictable routes and regular returns to a base for charging.
Chevrolet Silverado
"So a couple of reasons. One used to give an example is Caltrans. The department here in California that manages our highways and stuff has purchased a decent number of the Silverados."
The Chevrolet Silverado is a big, common pickup truck that many fleets use for work. In this story, Caltrans already had Silverados and then started buying electric trucks instead.
The Chevrolet Silverado is a full-size pickup known for being widely used in fleets and government work. Here it’s mentioned as the kind of non-EV truck Caltrans already bought, before moving toward an all-electric Rivian order.
fleet management
"But I think when you think about fleet management, those buyers, they tend to be sort of old school and most of them just are not comfortable and familiar with everything that's going to take from repairing and charging and it's like an entirely new skill set that they have to learn."
Fleet management means how companies or agencies run lots of vehicles day-to-day. The host’s point is that EVs add extra complexity, like charging planning and learning new repair routines.
Fleet management is the operational process of running many vehicles—scheduling routes, maintaining them, and minimizing downtime. In this segment, it’s used to explain why fleet buyers can resist EVs: EVs introduce new charging logistics and service/repair processes.
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