News JVTech Tesla thought it could sell the $100,000 Cybertruck indefinitely. It is already sold much cheaper
Published on 01/01/2025 at 8:10 p.m.
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Tesla continues to dominate the electric car market in the United States, but the launch of the Cybertruck, despite promising sales, raises unexpected challenges. Between commercial successes and strategic adjustments, deciphering a pivotal year for the Californian giant.
A launch marked by high prices and disappointed expectations
When the Tesla Cybertruck was announced in 2019, the starting price was announced at $39,900. However, upon its final presentation in 2023, Tesla revealed the base model will start at $60,990almost 50% more than initially planned. In addition to this price, the first units delivered often exceeded $100,000especially the high-end versions which included various advanced options and features. A high pricing strategy which, initially, seemed justified by the innovation and uniqueness of the model.
However, market reality quickly highlighted the limits of this strategy. Although Tesla accumulated 1.9 million reservations for the Cybertruck, only a small percentage of those reservations were converted into actual purchases. Indeed, according to some estimates, less than 5% of reservations were made. This situation highlighted a gap between the initial enthusiasm and the willingness of consumers to pay such a high price for an electric pick-up.
The reasons for this disappointment are multiple. First, competition intensified, with models like the Ford F-150 Lightning and GMC Hummer EV that, while less spectacular, were more competitively priced. Afterwards, the Cybertruck production process, marked by technical and logistical challenges, delayed the delivery of the vehiclescontributing to creating frustration among potential buyers. These factors combined have led Tesla to reconsider its pricing strategy.
A new strategy to relaunch Cybertruck sales
Faced with these disappointing results, Tesla quickly adjusted its pricing policy to sell off stocks of the most expensive versions of the Cybertruck. High-end models, initially offered at a $20,000 premium, have been reclassified as base versionsthus offering more affordable prices to attract a wider clientele. These adjustments allowed Tesla to reduce the cost of the first units and revive sales, but they also changed the image of the Cybertruck, making it plus accessible au grand public.
The automaker has also taken steps to reduce the cost of production, including changing certain aspects of design and manufacturing. The stainless steel structure, although revolutionary, remains expensive and difficult to produce on a large scale. Tesla had to review its strategy to face these industrial challenges while maintaining its objective of making this ambitious model profitable.
The Cybertruck continues to evolve, and price adjustments seem to have helped to rectify the situation. However, it remains to be seen whether the model will be able to achieve the expected sales figures in the long term. Tesla has already managed to expand its market with more affordable prices, but the real question remains: how long can the Cybertruck remain profitable for the company while meeting consumer expectations?
In short, although the Cybertruck was launched with high price ambitions, the reality of the market forced it to adapt quickly. Tesla must now face the production and competitiveness challenges while seeking to transform an innovative model into real commercial success.
