General Motors has officially ended production of its BrightDrop commercial electric truck line, closing a project once expected to lead the company's zero-emission logistics segment. The decision comes after the production line at its CAMI plant in Canada was temporarily suspended from May 2025 and will eventually close completely. According to GM, the commercial electric vehicle market is growing slower than expected, the changing regulatory environment, and the termination of electric vehicle tax credits in the US have led to a rapid decline in demand.
Starting September 30, 2025, the US government ended the $7,500 EV tax credit for personal vehicles and the $40,000 credit for commercial vehicles. Within just a few weeks, demand for BrightDrop plummeted, contributing to the decision to "unplug" it.
Positioning the BrightDrop 400/600 product.
BrightDrop consists of two commercial electric truck models, the 400 and 600. From May 2025, GM temporarily suspended production of both models due to low sales, and simultaneously laid off 500 employees. The planned restart in July was postponed to October, and even in November, sales did not improve. Last year, GM merged BrightDrop into Chevrolet to leverage the brand strength and sales network, but market performance did not meet expectations.
Design and interior: limited information
Current information sources do not provide details about the exterior design, materials, dashboard layout, or cabin space of the two BrightDrop 400/600 models. Therefore, this article does not offer an assessment of the materials, cabin technology, or user experience in terms of the interior.
Market performance and sales charts
In the competitive landscape, BrightDrop is lagging behind its main rivals. By the end of Q3 2025, GM had sold 3,976 vehicles, with approximately 60% coming from buyers taking advantage of the upcoming tax credit. In 2024, GM delivered 1,529 vehicles; in 2023, it sold only 497. In contrast, Rivian sold 6,809 electric trucks to Amazon's delivery network by the end of Q3 2025, while Ford e-Transit achieved 4,174 vehicles in the first half of 2025 alone.
| Milestone/Rival | Data | Note |
|---|---|---|
| BrightDrop (2023) | 497 vehicles | The phase of reintegration into GM. |
| BrightDrop (2024) | 1,529 vehicles | Annual sales |
| BrightDrop (until Q3/2025) | 3,976 vehicles | Approximately 60% of these purchases were made by buyers taking advantage of tax credits that were about to expire. |
| Rivian (until Q3/2025) | 6,809 vehicles | For Amazon's delivery network |
| Ford e-Transit (H1/2025) | 4,174 vehicles | The starting price was up to $22,400 lower than BrightDrop before the discount. |
| US EV Policy | 7,500–40,000 USD | Tax credits will end on September 30, 2025; $7,500 for individuals, $40,000 for businesses. |
Safety and supporting technology
The available sources do not mention advanced driver assistance features, safety ratings, or technologies such as adaptive cruise control (ACC) Stop & Go. Therefore, this article does not provide an assessment of ADAS or NCAP rating for the BrightDrop 400/600.
Price and competitive positioning
Besides the policy shock, price discrepancies also put BrightDrop at a disadvantage. The Ford e-Transit had a starting price up to $22,400 lower than BrightDrop before GM was forced to drastically reduce prices, while competitor Rivian continued to expand its fleet for Amazon. With declining profits, targets for reducing emissions and investing in battery infrastructure became more difficult to achieve as demand had not yet exploded.
Conclusion: Lessons for the era of "overconfidence"
The collapse of BrightDrop is a prime example of the "overconfidence" phase in electrification, when companies believed consumers were willing to pay high prices for every category. In reality, high battery costs, high retail prices, and reliance on tax credits caused demand to fluctuate wildly.
Advantage
- A bold and innovative effort by GM during the transition to the electrification era.
- Rapidly deploying production at CAMI demonstrates strategic commitment.
Limit
- Persistent low sales; production halted from May 2025 and has not recovered as expected.
- Highly reliant on tax credits; demand will decline sharply after September 30, 2025.
- The competitive pressure is evident: Rivian and Ford e-Transit are selling better; the e-Transit has a lower starting price of up to $22,400.
Nevertheless, BrightDrop still "deserves to be remembered as an effort" in GM's electrification roadmap. Perhaps, in the "post-Ultium era," the company will find a more practical, flexible, and most importantly, more affordable path forward.
References
Source: https://baonghean.vn/brightdrop-400600-danh-gia-va-hoi-ket-duoi-tay-gm-10308695.html
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