Tesla’s Cybertruck sales have more than halved since last year.
The EV giant sold around 5,400 of Elon Musk’s “apocalypse-proof” pickup trucks last quarter, down 62.6% from the same period last year, according to data from Cox Automotive.
That fall came despite both Tesla and the broader EV market reporting record quarterly sales as buyers rushed to purchase electric vehicles before the federal tax credit expired.
Back in 2023, Musk said Tesla could end up making 250,000 Cybertrucks a year. Nearly two years after its launch, the stainless steel-clad pickup is nowhere near that lofty target, with Tesla having sold around 16,000 Cybertrucks so far in 2025.
The futuristic electric pickup is also lagging behind Ford’s F-150 Lightning, its main rival. Ford sold 10,000 Lightnings in the third quarter, according to Cox data.
Tesla has struggled to find a market for the Cybertruck. Early versions of the electric truck went for around $100,000 when it launched in November 2023, well above the $39,990 starting price Musk advertised at its 2019 unveiling.
The cheapest Cybertruck on sale still costs nearly $80,000. Tesla previously scrapped a $70,000 rear-wheel drive version with fewer features.
The Cybertruck’s highly distinctive design has also made it a prime target for protests against Musk’s political views.
Owners told Business Insider earlier this year that they had dealt with vandalism, graffiti, and harassment amid widespread backlash over the billionaire’s work at DOGE.
The truck’s poor sales performance has prompted Tesla to undertake a quiet rebrand.
Business Insider’s Grace Kay previously reported that the company had scrapped the truck’s science-fiction marketing in an attempt to position the Cybertruck as a working man’s vehicle.
Tesla did not respond to a request for comment, sent outside normal working hours.
