Tesla Cybertruck Struggles with Sluggish Sales over "Lack of Functionality"

Falls Short on Payload and Towing Capacity
Design Draws Mixed Reactions

Tesla's electric vehicle, the Cybertruck, is struggling with sluggish sales amid criticism that it lacks the core functions expected of a pickup truck.

Reuters Yonhap News

On August 19 (local time), U.S. business media outlet CNBC reported, citing data from market research firm Cox Automotive, that Cybertruck sales in the United States have reached only about 52,000 units since its first delivery at the end of November 2023. This is a very small number compared to Tesla's earlier announcement that it had received about one million pre-orders for the Cybertruck before its official launch.

Shawn Tucker, editor-in-chief at Cox Automotive, pointed out that while the Cybertruck's design is certainly eye-catching, such a design has led to a lack of the functionality expected from a pickup truck. The height of the Cybertruck's cargo bed sides is not straight like a typical pickup truck, but slopes downward, making it difficult to safely load large cargo.

Experts explained that while the Cybertruck's unique design may appeal to electric vehicle enthusiasts, it could alienate most consumers. Stephanie Brinley, associate director at automotive market analysis firm S&P Global Mobility, said, "Pickup trucks are a familiar segment for American automakers, but considering the conservative tendencies of buyers, it is also a more challenging market."

Industry insiders noted that the main customer base for pickup trucks tends to prioritize functionality and prefers proven products. Tim Kuniskis, CEO of truck manufacturer Ram, stated that brand loyalty among pickup truck consumers is around 70-80%, meaning they rarely switch brands when purchasing a new vehicle.

Other factors cited for hesitancy to purchase the Cybertruck include towing capacity and battery range that fall short of the standards initially touted by Tesla CEO Elon Musk. CNBC noted, "A significant portion of pickup truck buyers use their vehicles for work," and added, "Even consumers who use trucks for off-road driving or leisure purposes want a truck that meets their standards for overall performance, including towing capacity and payload."