I have a feeling most traditional truck owners don't actually give a shit about Tesla or Rivian's trucks. Truck owners seem to be pretty dogmatic about their brand. I see Chevy trucks with even bigger Chevy logos on their rear windows blocking their view. Or Ford trucks with Calvin from 'Calvin and Hobbes' pissing on a Chevy logo. It's not just a truck to them. It's part of their identity.
If bringing back the Hummer name gets the Billy Bobs out there to take an electric truck seriously, it's a win.
Care to shove a few more stereotypes in while you're at it? You've probably missed at least a few...
There are quite a few subcategories of "traditional truck owner," and, quite simply, most of them aren't served by a $70k class electric truck. There are some that might be - but that group is almost certainly going to "wait and see" if the electric trucks are actually any good, in practice, before spending an awful lot of money on one.
On the cheap end of the scale, you've got people who own a cheap truck for either winter use (a 4WD truck may be the easiest way out of a driveway if you're in snow country), or for somewhat infrequent hauling of large materials. They own a $1k-$10k truck, put a few thousand miles a year (tops) on it, and mostly care that it sits around well, that it starts when needed, and that it's easy enough to fix when something goes wrong. Think a beater Ranger or F150, an S10, etc. This group is flat out not in the market for an electric truck because of cost - you're not going to convince someone who has a truck worth $5k, that goes through 100 gallons of gas a year, that a $70k-$100k truck makes sense. It doesn't matter if it's gas, diesel, electric, Mr. Fusion... an expensive truck makes no sense for them.
There's definitely the "teenage boys with a truck" group, which I've noticed does tend to include a depressing number of 20-35 year olds. This group is certainly "truck lifestyle," tends irritating as hell, likes over-rich diesels despite what it does to their engine, and is broadly disliked by an awful lot of other truck owners. Despite what a lot of people assume, the
vast majority of diesel truck owners bloody well hate coal rollers, because it's a lot of unwelcome attention to diesels in general, which are quite good engines for many cases. This group tends to not have much money, so almost certainly won't be buying a new electric truck. However, once they're cheaper, I expect it will be popular - cheap to run, and insane torque. You tow your buddy's stacked F350 backwards a few times in the mud, well... it's clear what the superior truck is.
Another major group of truck owners is the "business truck" types - it's a work truck, though if the person in question is in sales or a foreman, it may be a very, very nice truck indeed. I don't expect the "style truck" types to care too much about electric trucks, but those who view a truck as a way to haul a crew and trailer around are likely to be very interested in the electric trucks -
once they prove themselves. There's nothing wrong with an expensive truck if it runs well, is cheap(ish) to maintain, and hauls a trailer properly, but there quite literally aren't any of those on the market right now. Tesla's Cybertruck is... well, flashy, certainly, but I've not seen details on how it handles a 5th wheel or gooseneck hitch, and people I know with Teslas certainly spend a lot of time in the service centers. If the trucks are reliable, cheap to run, and can actually haul a trailer, I fully expect this group to buy them - as their current trucks wear out. You don't buy a new work truck every 5 years, you run 'em until they're worn out.
Then there's the RV types - and if an electric truck can haul a 5th wheel for a useful range, and has a big inverter, well, this group will be quite interested. Shore power when boondocking without a generator? Sure! It's not that uncommon to buy a new truck to haul your 5th wheel, but, again, the trucks have to prove themselves. Here, Tesla's supercharger network has some advantages, though I expect to see an awful lot of pissed off Tesla owners when someone with a truck and trailer blocks a few stations because the stations are poorly positioned for this use case. But, again, the truck has to prove it has a useful range and can actually haul a 5th wheel for a couple hundred miles before it'll work.
And there are some truck owners that don't fit into these categories, but it covers an awful lot of them - and, simply, some of the groups just don't have the money for the truck, and other groups are conservative and will want to see that the trucks actually work before buying one.
Just for comparison, a Kenworth tractor (i.e. the front part of a tractor trailer) makes about 500 Hp. (I know, that's a big diesel with lots of torque. Electric engines have lots of torque too.)
Yeah, but that engine is making the better part of that 500hp for a million miles. Big difference from something like a Model S that can dump a ton of power, but overheats quickly.