The Tesla Cybertruck, which once predicted explosive demand with pre-orders approaching 2 million units, has become an Inventory Excess that fills Tesla’s parking lot after its release. According to Tesla.info, a U.S. electric vehicle inventory tracking site, Tesla currently has about 10,000 Cybertrucks in stock. This figure far exceeds the total number of units produced during the first quarter of 2025 (about 6,400 units).
The problem is not simply inventory, but the collapse of demand itself. The actual operating rate of the Giga Texas factory’s Cybertruck production capacity is only 21%, and Tesla has already sold most of its reservation list. The brand image is also shaken by the price increase, different specifications from the initial promise, and CEO Elon Musk’s political moves.
Tesla is also releasing low-cost models to overcome the situation and is carrying out various promotional activities, but there is a possibility that it will not even achieve 10% of its annual sales target of 250,000 units. In some markets, the Cybertruck has become a social symbol and a subject of political controversy, and there have been reports of cases where the vehicle’s exterior has become a target of graffiti or vandalism.
The Cybertruck is a symbolic case showing how the Tesla brand is disconnected from the market. This situation requires attention on three levels.
First, there is the gap between excessive expectations and actual products. When it was unveiled in 2019, Tesla promised a futuristic design, amazing performance, and a low price at the same time, but the reality was that none of them were met. In particular, the shortfall in the promised driving range, price increase, and confusion over subsequent specifications were enough to disappoint early reservation holders.
Second, there is the risk of the brand becoming politicized. Elon Musk, the CEO of Tesla, has revealed his political leanings strongly on X in recent years, and Tesla’s brand image has also become politicized. This is not simply a product issue, but is leading to brand avoidance. It is noteworthy that the number of respondents who chose Tesla as a Brand To Avoid in various surveys in the United States is increasing.
Third, the electric pickup truck market is saturated and competition is intensifying. There are various alternatives such as the Ford F-150 Lightning, Rivian R1T, and Chevrolet Silverado EV. Rivian, in particular, is receiving positive reviews in terms of design and completeness. The Tesla Cybertruck had a great marketing effect because of its unique appearance, but more and more consumers are shaking their heads when asked whether it is a truck they would actually want to use.
The Cybertruck is still a technically interesting model. However, it is time for Tesla to ask itself again whether it is a truck that the public would want to buy. How this vehicle will be revived or modified in the future will be a matter directly related to Tesla’s future brand recovery.
