Tesla, Inc. TSLA is increasing the price of its Cybertruck in the United States, drawing renewed attention to the EV maker’s efforts to strike a balance between vehicle demand and profitability. The company has raised the starting prices of both the Dual Motor AWD and Premium AWD Cybertruck variants by $5,000.
This move is notable because it marks a shift from Tesla’s earlier strategy of using price reductions to stimulate demand. It also comes as the global EV market continues to grow, with the value projected to rise from $1.15 trillion in 2025 to $1.86 trillion by 2035. Growth is expected to be supported by stricter emissions regulations, government incentives, declining battery costs, expanding charging infrastructure and improving driving ranges.
Earlier this year, Tesla took the opposite approach by introducing a more affordable Cybertruck variant priced at $59,990 in February. The company also cut the price of the Cyberbeast by $15,000, lowering it from $114,990 to $99,990. These changes broadened the Cybertruck lineup and were aimed at supporting deliveries.
Tesla’s latest pricing move, however, signals a reversal in strategy. The Dual Motor AWD Cybertruck now starts at $74,990, up from $69,990, while the Premium AWD version has increased to $84,990 from $79,990. The hikes represent increases of 7.1% and 6.3%, respectively, while the Cyberbeast remains priced at $99,990. With no apparent changes to the powertrain, equipment or features of the two models, the higher prices appear to offer customers no additional value. TSLA currently has a Zacks Rank #4 (Sell).
You can see the complete list of today’s Zacks #1 Rank (Strong Buy) stocks here.
Other Automakers’ Strategies to Capture Demand
Average discounts on BYD Company Limited’s BYDDY vehicles reached a record 10% in March 2026, per Bloomberg, as competition intensified despite regulatory efforts to curb price wars. BYD has also used alternatives such as zero-interest financing for five to seven years, offering customers concessions without direct price cuts. Meanwhile, BYD raised its 2026 overseas sales target from 1.3 million to 1.5 million vehicles in late March to offset weaker domestic demand.
On the other hand, Geely Automobile Holdings Limited GELHY is focusing on longer-range batteries and faster-charging technologies rather than price cuts. Per Jerry Gan Jiayue, CEO of Geely, it would oppose excessive competition and instead compete through technology, quality, brand and service. Geely plans to maintain sustainable growth by delivering greater customer value rather than simply lowering prices.
Tesla’s Price Performance, Valuation and Estimates
Tesla has performed in line with the Zacks Automotive – Domestic industry year to date. It has lost 8.8%, which is comparable to the industry’s decline.
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From a valuation perspective, Tesla appears overvalued. Going by its price/sales ratio, the company is trading at a forward sales multiple of 12.75, higher than the industry’s 3.2.
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The Zacks Consensus Estimate for 2026 and 2027 EPS has moved down a penny and up a penny, respectively, in the past 30 days.
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This article originally published on Zacks Investment Research (zacks.com).
