Two years after its launch, Tesla's Cybertruck has encountered significant challenges, including low sales and a major recall in March 2025. Analysts report fewer than 39,000 units sold in 2024, far below expectations. Production adjustments and discounts highlight ongoing demand issues for the electric pickup.
The Tesla Cybertruck, unveiled with high expectations in 2021 and launched for sales in late 2023, has struggled to meet its ambitious targets. Elon Musk once claimed over 1 million pre-orders and projected annual production of 250,000 units, potentially scaling to 500,000. However, reality has diverged sharply: in 2024, sales totaled less than 39,000 vehicles, according to Cox Automotive analysts. By October 2025, deliveries stood at 17,317 units, a 42% drop from the same period in 2024, bringing the two-year total to under 60,000—well short of the initial one-year goal of 250,000.
Contributing factors include production delays, with the vehicle arriving two years later than planned, and a base price hike from $39,900 to $69,900. Quality issues have led to at least ten recalls, including a significant one in March 2025 affecting nearly 46,000 Cybertrucks built between late 2023 and early 2025. The National Highway Traffic Safety Administration cited risks of exterior trim panels detaching while driving, though no injuries were reported. Inventory has accumulated, prompting Tesla to offer discounts such as free lifetime supercharging and to throttle production at its Texas factory, reallocating workers to the more popular Model Y.
A cheaper rear-wheel-drive version introduced early in 2025 was removed from the configurator months later due to low demand. Rumors suggest Tesla may pivot to a smaller, less polarizing electric pickup. Despite these setbacks, the company announced an upcoming Full Self-Driving (FSD) v14 software update, which could enhance appeal for tech-focused owners. A recent poll indicates 67% of Americans would not consider buying a Tesla, reflecting broader brand challenges amid declining sales in the US, Canada, and Europe.
Critics argue the Cybertruck's futuristic design prioritizes status over practicality, deterring average buyers who favor affordable gasoline or diesel trucks for work tasks. Tesla's experience underscores the EV industry's need for reliability and realistic projections beyond hype.