Tesla finally began delivering its polarizing Cybertruck at an event in Austin, Texas. Originally slated to begin shipping in 2021, the first trucks were handed over on the last day of November, 2023.
A barely visible Elon Musk stands in the bed of a Cybertruck at the Austin Gigafactory as deliveries ... [+]
With as many as two million reservations for the Cybertruck, though, most potential buyers are likely to be disappointed. Tesla CEO Elon Musk has said that producing an affordable Cybertruck is “insanely difficult,” and that shipments of the vehicle will be lower than projected through 2025.
Has Tesla Missed The Window?
When Tesla first announced the Cybertruck in 2019, it had a starting price of $39,900 and a range of 500 miles. With no electric pickup trucks shipping at the time, this seemed like an unbeatable product.
Today, there’s competition. Ford, Rivian, and Hummer trucks are easing into the market. Ford sold a record 3712 F-150 Lightning trucks in October. While a few thousand units isn’t a lot in the grand scheme of automotive sales, it’s leagues ahead of what Tesla is likely to be able to ship for many months.
Perhaps the most direct competitor for early Cybertrucks is the Hummer EV, a premium vehicle whose current models sell for over $100,000. Despite the high price, General Motors has built 16 thousand, with more than 11 thousand in the first seven months of 2023. Numbers are expected to accelerate in the final months of the year.
Rivian, meanwhile, projects it will ship 52,000 vehicles in 2023.
While the Cybertruck is a unique product, Tesla has lost any early mover advantage. And the under $40K pricing seems to be history. The latest prices announced at the launch event start at $61K.
Cybertruck Delivery Event
Even the launch event suffered from a few startup issues. It began more than twenty minutes late, apparently due to Musk’s late arrival. Then, he decided to speak from the truck’s rear bed, which put his head in shadow.
Recalling the 2019 event where two “breakproof” windows were shattered by steel balls, the demo truck windows successfully repelled a couple of thrown baseballs. Videos of the Cybertruck surviving machine gun fire and a Joe Rogan steel-tipped arrow emphasized the truck’s toughness.
Another video showed the Cybertruck outpulling electric trucks from Rivian and Ford as well as a heavy-duty Ford diesel. Amusingly, Musk showed a video of a Cybertruck handily beating a Porsche 911 in a drag race... while towing another Porsche 911.
Finally, Musk began handing keys to a handful of new Cybertruck owners. The trucks themselves were driven through the reception line by staff drivers, avoiding any mishaps from excited owners unfamiliar with the vehicle’s controls.
The Cybertruck Path to Success
Despite the vehicle’s late start, it’s too early to write off the Cybertruck. Notwithstanding the chaos at X, Musk has a history of getting products out the door. The products may be late and more expensive than expected, but they do ship.
The Cybertruck’s design is off-putting for some, looking like a cross between something Blade Runner and Death Race 2000. But its striking appearance will certainly attract attention and guarantees high demand from buyers who want to stand out. Its strong performance numbers will create additional demand from enthusiasts.
But, we won’t see construction site parking lots filled with Cybertrucks any time soon. Its pricing and design will limit its market to those who can afford an eye-catching truck. Got a couple of expensive show horses you need to haul around in a trailer? A Cybertruck in front will get more attention than a Chevy Silverado or Ford F-450.
And, today many pickups are purchased by buyers who will never haul more than groceries but like the idea of driving a big, fancy truck. The Cybertruck can capture some of these buyers, too.
The real key will be how quickly Tesla can ramp up production. They delivered a half-dozen trucks on camera today, but they need to scale to tens of thousands quickly.
