The Tesla Cybertruck, a futuristic pickup with a tank-like appearance, seemed poised to revolutionize the electric vehicle market. But today, Tesla announced a production halt—a major setback for a model that is still struggling to deliver on its promises.
Behind this three-day pause lies a more complex reality: production issues, declining demand, and controversies surrounding Tesla’s image. So, is the Cybertruck a commercial failure, or is it simply going through a period of adjustment?
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A stumbling start to the Cybertruck’s production
Introduced as a UFO in the automotive world, the Cybertruck created massive buzz at its launch. With its stainless steel body, so-called unbreakable windows (remember the live demo fail?), and its positioning as an electric pickup, it seemed to have everything to please. But industrial reality tells a different story: fewer than 40,000 units were produced in 2024, far short of Elon Musk’s earlier boast of two million reservations. And this production pause doesn’t help matters. Officially, it’s a three-day break for “adjustments.” Unofficially, it reflects difficulties in meeting demand. Negative feedback on the quality of the first deliveries—vehicles arriving dirty or poorly finished—hasn’t helped. On social media, criticism has poured in, cooling the initial enthusiasm of Tesla’s fans.
Customers losing interest in this special car
Another significant issue: demand seems to be plummeting. Why? First, Tesla’s image—and more specifically, Elon Musk’s—plays a role. In recent years, the billionaire has found himself at the center of political controversies, particularly with his ambiguous statements about Donald Trump. As a result, some customers no longer identify with the brand. Add to that the removal of subsidies for electric vehicle purchases, previously supported by Trump, and you have a recipe for sluggish sales. Moreover, despite aggressive discounts, potential buyers remain hesitant. In the United States—a pickup-loving nation—the Cybertruck struggles to compete with rivals like Rivian or Ford, which offer more established electric models. Worse still, the Cybertruck doesn’t meet European standards, limiting its potential market even further.
A worrisome underperformance
But it’s not just the Cybertruck facing issues. Tesla, as a whole, has seen its sales figures decline in 2024—a first in a market where electric vehicles are booming. While competitors diversify their offerings and ramp up production, Tesla appears to be falling behind. This has investors worried. Tesla’s stock, which long rode a wave of irrational enthusiasm, could face a steep correction if sales don’t pick up. This explains the flood of discounts and promotional campaigns in recent months. However, Musk’s strategy of betting on his rivals’ weaknesses may not be enough to turn things around.
This article explores the potential commercial failure of Tesla’s Cybertruck, marked by chaotic production, declining demand, and a weakened brand image. As the electric vehicle market continues to grow, Tesla appears, for the first time, to be losing ground—highlighting the challenges of an industry in rapid transformation.
Image: © Tesla
