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‘Over 1 Million’ People Wanted a Cybertruck. Where Are They?
“Demand is off the charts!” Elon Musk crowed at the end of 2023, citing more than a million reservations for Tesla's polarizing polygonic pickup—so why has it still sold less than 50,000?
One of the staggering things the latest Cybertruck recall has revealed—other than Tesla’s use of the wrong glue —is that Elon Musk’s company appears to have sold 46,096 of these 7,000-pound electric pickups since customer deliveries began a little over 14 months ago. A traditional car might need 200,000 units per year to cover the research and development costs, Olav Sorenson, professor of strategy and sociology at UCLA and faculty director of its Price Center for Entrepreneurship & Innovation has estimated. “The Cybertruck was promised to start at $39,990 when the initial reservations began—a stratospheric difference from the $99,990 Foundation Series trucks that were first available,” says Joseph Yoon, consumer insights analyst at used car firm Edmunds.
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