When Tesla initially unveiled the Cybertruck, it came wrapped in hype. With its bold design, stainless-steel exterior, and promised pricing below $40,000, the company set annual production targets of 250,000, with sales projections that left many insiders stunned. CEO Elon Musk made it no secret that he hoped to make the fully-electric pickup truck an industry changer.

However, as we draw near the end of 2025, the reality looks quite different. Despite a booming electric vehicle (EV) market overall, the Cybertruck has failed to find traction. Sales in the third quarter plummeted by more than 60% year-over-year to about 5,385 units. Meanwhile, Tesla has sold around 16,000 Cybertrucks so far in 2025, a number that falls well short of initial projections and promises. This gap between promise and performance raises questions about Tesla’s product strategy, consumer sentiment, and the broader electric-truck market.

The Sales Collapse: What the Numbers Reveal

According to data from Cox Automotive and other industry trackers, Tesla moved roughly 5,385 Cybertrucks in the third quarter of 2025. This figure represents a drop of nearly 63% when compared to the same quarter in 2024. That drop is all the more striking because Q3 was otherwise strong for EVs as buyers rushed to lock in tax credits before they expired, meaning that people were buying EVs, but they weren’t buying Cybertrucks.

In the broader context, Tesla delivered record overall vehicle volumes in the same quarter, yet the Cybertruck’s performance lagged even as the company celebrated production milestones. For the full year 2025, Tesla is now likely to deliver somewhere in the range of 20,000 Cybertrucks, only 8% of what the company initially promised to produce when the truck was initially unveiled.

This isn’t the first time that Tesla has struggled to meet its own production promises. In fact, much of the company’s history has been marred by issues that prevented it from fulfilling preorders in its earliest stages.

Why Isn’t the Cybertruck Selling?

It’s estimated that somewhere between 52,000 and 55,000 Cybertrucks have been sold since the vehicle hit the market. 39,000 were sold in 2024, but that number plummeted this year, leaving many industry experts trying to determine what has gone wrong with Tesla’s latest offering.

It’s quite possible that the decline in sales relates to another promise that Tesla wasn’t able to keep. When Musk unveiled the Cybertruck, he did so while highlighting a price point of $39,990. However, production variants quickly escalated in pricing. The version customers now buy often starts at nearly $80,000 and up. Some believe the gap between expectation and reality undermined the value proposition.

There are also questions surrounding the design, which has been labeled as “polarizing” by some of the biggest names in the automotive industry. While that may have helped the initial buzz, it appears to be hurting mass adoption. Critics highlight concerns about visibility, compatibility with garages, serviceability, and overall practicality compared with traditional pickups.

To make its sales challenges even more problematic, Tesla issued a recall covering over 46,000 Cybertrucks due to the risk of parts detaching. Earlier reports also noted that deliveries were paused when panels held by adhesive began coming loose. These questions surrounding quality have dampened enthusiasm while also hurting the public’s perception.

Finally, other companies are entering the field, resulting in more options for buyers. For example, the Ford F-150 Lightning sold more than 10,000 units in Q3, outpacing the Cybertruck in its segment. When a company like Ford, which has established a strong history with customers, enters the market, it stands to reason that some interested buyers will shift from Tesla to Ford.

The Strategic Implications for Tesla

The underperformance of the Cybertruck poses a multi-layer challenge for Tesla. First, it raises questions about product forecasting and investor credibility. Musk made bold statements, and missing those targets may impact future confidence. While this isn’t the company’s first battle with unmet expectations, the fact remains that this could present a long-term problem for Musk and the company. Pickup trucks are a high-margin segment historically for automakers. If Tesla cannot crack it, it loses access to a large market and a margin opportunity.

Ultimately, public perception may be the biggest issue that the Cybertruck forces Tesla to face. What was meant to serve as an opportunity for Tesla to flex its muscle and establish an innovative edge hasn’t accomplished any of that. In fact, soft sales have the potential to significantly damage that image.

Nevertheless, Tesla still has strengths: its scale, vertical integration, strong charging network, and loyal customer base. If it adjusts its strategy, perhaps by introducing more accessible variants, improving quality, or aligning pricing with demand, it may still regain some ground. However, that will require focus and an extended period of credible execution.

What This Means for Buyers & the EV Market

For buyers, the Cybertruck’s current performance may offer negotiation leverage. Unsold inventory has to be moved, and this can lead to more buyer-friendly terms. Meanwhile, for those who purchased a Cybertruck when they initially hit the market, the novelty is certainly still there. There still aren’t many of them on the road, at least compared to other types of vehicles, which makes them a special attraction.

For the broader EV ecosystem, the Cybertruck’s struggles serve as a reminder that hype alone is not enough. Adoption of electric trucks depends on multiple factors: infrastructure (charging, servicing), towing & payload capability, pricing, and buyer confidence in durability and resale value. A stumble by one marquee product can slow growth for the segment.

Will Tesla rebound from its Cybertruck struggles? Undoubtedly, the company is already working on what’s next. However, the lessons learned from the Cybertruck’s struggles will be at the forefront of its next innovation.