Charles Esther
Tesla’s Cybertruck was one of the most highly anticipated vehicle launches in recent years.
Launched in 2023, the truck was the product of four years of hype, drawing attention with its unconventional design and bold promises.
The electric pickup, with its futuristic, boxy design, was touted as a revolution in the automotive industry, attracting celebrities like Kim Kardashian, Pharrell Williams, and Justin Bieber.
However, less than two years after its debut, Tesla finds itself rethinking its approach to the Cybertruck.
The vehicle, which once had a million-person waitlist and a hefty price tag of $120,000, has faced significant challenges.
The waitlist has disappeared, trucks are accumulating in sales lots, and fewer than 50,000 Cybertrucks have been delivered.
The vehicle has struggled to appeal to its intended customer base and, in some cases, has become a political target due to CEO Elon Musk’s ties to President Donald Trump.
A Quiet Rebrand
In response to these challenges, Tesla has begun repositioning the Cybertruck.
The company, which initially marketed the truck as an other-worldly product, has now made a concerted effort to rebrand it as a practical, workhorse vehicle.
The updated marketing materials showcase the Cybertruck hauling equipment and towing an Airstream trailer.
Tesla has revamped its website to highlight the vehicle’s functionality rather than its futuristic design, aiming to appeal to more traditional truck buyers who are less interested in flashy aesthetics and more focused on practical features.
One salesperson from the South noted the shift in sales strategy: “Pitching it to truck people is more about the functionality.
They want to know how much it can tow, how much can fit in the truck bed.”
This pivot from an aesthetic focus to a functional one reflects Tesla’s recognition that the Cybertruck needs to cater to the needs of the everyday truck owner, not just the tech enthusiasts or fans of Elon Musk.
The Traditional Truck Market
Tesla’s strategy to reposition the Cybertruck as a functional work vehicle aligns more closely with the traditional truck market.
Ford, long a leader in the truck market with its F-150, famously dismissed the Cybertruck, labeling it as a product for “Silicon Valley people.”
Ford CEO Jim Farley emphasized that his company makes trucks for “real people who do real work,” positioning the F-150 as the quintessential work vehicle.
In mid-April, Tesla redesigned its product page to reflect this shift.
Gone are the futuristic visuals, replaced by images that evoke a more rugged, construction-oriented lifestyle.
The updated page showcases the Cybertruck in a more familiar, worksite-friendly setting, similar to the marketing materials for Ford’s 2024 F-150, the best-selling pickup in the U.S. for over four decades.
Tesla’s new approach also includes a more affordable version of the Cybertruck, which competes in price, range, and towing capacity with Ford’s electric F-150.
This scaled-down version aims to broaden the truck’s appeal, especially among traditional truck buyers who prioritize utility over novelty.
The Road Ahead: Durability and Functionality
The challenge for Tesla now is to convince truck buyers that the Cybertruck is as durable and functional as traditional trucks.
Despite its “bulletproof” exterior, early reviews and customer feedback have highlighted some issues, including difficulties with traction in snow and challenges navigating rough terrain.
The truck’s struggles were even featured in a popular Reddit channel called “Cyberstuck,” which has over 300,000 members.
Additionally, the Cybertruck has faced eight recalls since its release.
Experts like Ivan Drury from Edmunds suggest that Tesla needs to emphasize the truck’s durability and ability to withstand the rigors of daily use.
“They need to advertise durability.
It needs to be used and abused, and all the capabilities that make it a work truck need to be on full display,” said Drury.
While many truck owners may never use their trucks for heavy-duty work, selling the image of the Cybertruck as a tough, go-anywhere vehicle is crucial for building trust with the broader truck-buying audience.
The Influence of Politics and Tesla’s Brand Crisis
Tesla’s pivot also coincides with a political shift for CEO Elon Musk.
Traditionally, Tesla attracted a more left-leaning, environmentally conscious customer base.
However, as Musk has become more closely associated with President Trump and embraced conservative values, some of Tesla’s original supporters have turned against the brand.
Protests outside Tesla sales centers and incidents of vandalism targeting Cybertrucks have become more common, contributing to a decline in sales.
For the Cybertruck, this political association has had a significant impact.
Sales numbers for the truck have dropped, with estimates suggesting that Tesla sold just 6,406 Cybertrucks in the first quarter of 2025, half of what it sold the previous quarter.
However, the rebranding efforts, coupled with a focus on traditional masculinity and workmanlike values, may help the company tap into a different customer base, particularly in red states.
According to TD Cowen analyst Itay Michaeli, Tesla could see “meaningful sales gains over time” in red counties.
The shift towards a more conventional truck image, combined with Musk’s embrace of traditional values, could resonate with a broader segment of the American population.
Conclusion: A Strategic Move for the Cybertruck
The marketing shift for Tesla’s Cybertruck represents a necessary adaptation to the realities of the truck market.
Initially, the vehicle’s space-age design and high price point alienated potential buyers.
Now, by emphasizing practicality, durability, and functionality, Tesla is taking steps to win over the traditional truck buyer.
Whether this strategy will lead to improved sales remains to be seen, but it signals a shift in Tesla’s approach to a product that has not yet lived up to its early hype.
As the market for electric vehicles continues to grow, Tesla’s ability to adapt its products to meet the needs of diverse consumer bases will be crucial.
For now, the Cybertruck’s transformation from futuristic fantasy to workhorse vehicle may be just what it needs to become a success in the traditional truck market.
