Tesla Fans Have 10 Days to Capitalize on Company's Urgency

Despite facing numerous critics, CEOElon Musk callsThe Cybertruck is being called "the best vehicle Tesla has ever made." On Thursday, February 19, he made the bold move of reducing the price of the high-end electric truck, at least temporarily.

Tesla has been facing ongoing demand challenges, with declining electric vehicle sales in the U.S. and China contributing to the situation.Elon Musk's deteriorating personal brand.

Tesla's yearly income dropped in 2025 for the first time in history, with shipments also decreasing for the second year in a row. Tesla claims it is far more than just an automobile manufacturer, and that its future is focused on artificial intelligence and self-driving technology.

But despite what Tesla claims to benot merely an automobile manufacturer, over 70% of its income ($69.5 billion in 2025) is generated from car-related activities, such as leasing, regulatory credits, and the sale of vehicles.

Revenue from services related to its vehicles, including free charging, vehicle insurance, and maintenance, added an additional $12.7 billion. Auto sales have never been a high-profit sector, and the company's automotive gross margin (without regulatory credits) turned negative for the first time in 2025, according toReuters.

Tesla sold approximately 5,400 Cybertrucks during the third quarter, marking a 62.6% decline compared to the previous year.as per Cox Automotive informationTesla usually doesn't lag behind its ICE competitor Ford in electric vehicle sales, but even the Ford F-150 Lightning EV truck sold 10,000 units during the same time frame.

Although Tesla does not provide official delivery figures, assessments from independent companies, like Finbold Research, indicate that the company has sold slightly more than 16,000 Cybertrucks by October,European Business Magazinereported. Tesla sold only 20,237 Cybertrucks in 2025, as per Kelley Blue Book data, marking a decrease of almost 50% compared to the 38,965 units sold in 2024.

This week, Tesla took a step to make the Cybertruck more appealing, although it may only be temporary.

Tesla reduces Cybertruck price for 10 days

Elon Musk, the head of Tesla, has pledged various things ranging from space travel to Mars, to robot-like machines, to the Cybertruck.

On Thursday, February 19, Musk pledged to reduce the cost of the high-end pickup truck.

Related: Ford's CEO makes a subtle comment about the Tesla Cybertruck following a $20 billion loss

On Thursday, Tesla introduced the updated dual-motor, all-wheel-drive model of the Cybertruck, which provides a maximum range of 325 miles and begins at a price of $59,990.

By making this move, Tesla takes another step toward fulfilling the original promise it made when Elon Musk first introduced the Cybertruck.

The vehicle includes all the steer-by-wire technology and steel paneling that Cybertruck enthusiasts appreciate, with the primary differences being reduced towing and cargo capacity, smaller wheels, fewer display panels, and some other compromises, Sawyer Merritt posted onX (formerly Twitter).

However, as the initial excitement over the lower-priced model was still settling in, on Friday morning, February 20, Musk dropped a surprise: The $59,990 price tag was only applicable for thenext 10 days.

X users were not thrilledwith the declaration that thedeal was temporary, leaving many to speculatethat the company was preparing tomothball the Cybertruck, as it had the Model S and Model X earlier this year.

Tesla is also reducing the cost of the Cyberbeast, the most sophisticated model of the pickup truck, to $99,990 from $114,990, permanently. As reported by Reuters, this removes the "luxe package" which featured Supervised Full Self-Driving and complimentary access to the Supercharger network.

Tesla introduced the package only last August when itincreased the cost of the vehicle.

Elon Musk first generated buzz in 2017when he shared an image of a pickup truck that would later become globally recognized as the Cybertruck.

But the most thrilling commitment from that time was the concept that this mighty machine would be accessible, beginning at $39,900.

Musk vowed that the truck's electric drivetrain would provide sufficient pulling power to make the more robust Ford F-150 feel envious. The Cybertruck would be "a pickup truck capable of hauling another pickup truck."

The car originally launched with a $60,000 cost and now has a base MSRP exceeding $72,000, as reported byCar and Driver. It has also faced recall problems ever since.

Tesla's Cybertruck venture is beginning to show cracks

Tesla's newest modification to the Cybertruck follows three months after the company revealed the exit of the individual who had been in charge of the vehicle from the start.

On November 10, Siddhant Awasthi, who led Tesla's Cybertruck initiative, revealed that he is departing the company following over eight years of service.

Related: Tesla demonstrates that it is indeed a technology (not automobile) company through its latest action

Awasthi advanced his career after starting with the company right after graduating in 2018. He was promoted to engineering manager within two years and became the technical program manager overseeing the Cybertruck by the third year. He took on the role of leading the Cybertruck project in 2022.

At the start of 2025, news surfaced indicating that Tesla was reducing the manufacturing output of the Cybertruck. In a confidential email, Tesla informed employees that workers involved in assembling the Cybertruck at its Austin Gigafactory would be transitioning to producing the Model Y.

Cox Automotive predicts less than 60,000 Cybertruck sales since the start of deliveries in November 2023.

Last year, it was announced that Tesla stopped taking trade-ins for Cybertruck vehicles. As of April, the company had approximately $200 million worth of Cybertruck stock, according to the report, with prices dropping 55% compared to the previous year.

However, according to a Electrekreport, Tesla revoked that policy last spring.

Tesla started accepting orders for the Foundation SeriesCybertruck trade-ins, and the proposed prices appear to support the decline mentioned last month.

Tesla was offering brand-new 2024 Cybertruck AWD Foundation Series models for approximately $100,000 a year ago. An individual with a vehicle that had 6,000 miles on the clock was presented with an offer of $65,400 for the same car, indicating a 34.6% drop in value within just a short period.

As per Kelley Blue Book, pickup trucks typically decrease in value by approximately 20% during the initial year of ownership, and the depreciation rate then decreases to between 8% and 12% annually thereafter.

The most affordable pre-owned 2024 AWD Cybertrucks were being sold for approximately $75,000.on Autotrader this week.

Related: Elon Musk reveals the harsh reality about the Cybertruck to Joe Rogan