Tesla’s Cybertruck, the hulking, stainless-steel pick-up that inspired devotion and derision with its science-fiction looks, will cease production next year.
Elon Musk announced the model’s demise Friday with a curt post on X, his social media site, simply noting production of the vehicle “will be winding down” around the middle of 2027 at its facility outside Austin, Texas. Musk said the move was to allow increased production of its Cybercab robotaxi.
For the Cybertruck, a pet project of Musk, who insisted it was Tesla’s best product, it marks an unceremonious end to one of the auto industry’s most ballyhooed debuts.
“Few vehicles in history have generated as much attention,” said Armen Hareyan, whose Torque News site covers autos. “The Cybertruck became a cultural symbol – loved, mocked and impossible to ignore.”
The Cybertruck rolled onto the scene in a dramatic unveiling in 2019, when a Tesla designer hurled a metal ball at the vehicle to demonstrate its supposedly unbreakable glass, only to see it shatter. He repeated the stunt on another window of the truck only to shatter that one, too.
Even as some critics scoffed, Musk was steadfast.
“I just wanted to make a futuristic battle tank — something that looks like it could come out of Blade Runner or Aliens or something like that but was also highly functional,” he told Automotive News. He called it “a better sports car than a Porsche 911” and “a better truck than an F-150”.
It struck some as the perfect vehicular reflection of the brash, convention-busting Musk.
“A really controversial vehicle unveiled by a controversial individual into a market where none of the electric trucks have been able to really capture demand,” said Spencer Penn, a former Tesla executive who left the company before the Cybertruck’s launch and now heads software developer LightSource.
Penn remembered watching the unveiling and feeling initially revolted by the sight of the Cybertruck, calling its appearance “madness.” But the more he looked at it, the more his opinion changed. He signed up for a pre-sale reservation, though ended up not getting a Cybertruck when Musk’s promises of a price tag under $US40,000 went unmet and the first trucks sold for double or more. Penn called the Cybertruck part of Tesla’s adventurous spirit that drives innovation.
“Some of these bets work and some of these bets don’t,” he said.
While the decision to end Cybertruck production may be driven by sales realities, it’s also a reflection of Tesla’s shift to autonomous vehicles, on which Musk is betting the company’s future.
Musk once forecast he’d make 250,000 Cybertrucks a year. US vehicle valuation and automotive research company Kelley Blue Book estimated Tesla sold just 20,237 of the vehicles last year, down about half from the year prior. Sales through the end of September this year were down another 28 per cent, according to Kelley.
If the imposing, sharp-angled, dystopian appearance of the Cybertruck wasn’t enough to turn many potential buyers away, Musk did so himself by allying with a panoply of right-wing figures, most notably US President Donald Trump.
He alienated some customers as his image morphed from eccentric innovator to polarising force trading his billions for political influence.
Once-passionate Tesla drivers rushed to sell off their cars, or slapped stickers on the bumper declaring, “I bought this before Elon went crazy.”
Organisers staged demonstrations outside Tesla showrooms and urged investors to dump shares of the company’s stock. Anger spilled into violence, with Molotov cocktails hurled at Tesla vehicles, charging stations set ablaze, and dealerships covered in graffiti.
Lovers of the Cybertruck became targets, too, subjected to shouts of “Nazi!” and extended middle fingers. Ross Blankenship is one of them. When he first laid eyes on the Cybertruck, he felt transported to a world from his childhood, when he would play the sci-fi video game Halo. He had to have it.
“I had that sort of child in me wanting to be part of something cool that would change the future of automotive,” Blankenship said in a call from his Cybertruck as he drove through Sunnyside, Colorado.
Even as Blankenship found he agreed with Musk on politics, he hated seeing a vehicle he loved turned into a political symbol. “I never bought it for any other reason than the fascination with the future technology of trucks … so that was a little heartbreaking.”
He would buy another Cybertruck again in a heartbeat, calling its end “a sad moment.”
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