Tesla Didn’t Make Enough Cybertrucks
Tesla ended the Cybertruck just as buyers rushed to claim one, and now some deposit holders will go home empty-handed. What does a rebound in demand reveal about a product Tesla wrote off too early?
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Now that the Cybertruck is discontinued, supply won’t meet demand, and anecdotal evidence suggests delivered-unit prices will rise immediately.
Tesla (NASDAQ: TSLA) CEO Elon Musk says Cybertruck manufacturing will end next spring. Tesla builds the vehicle at its Texas Gigafactory. The reason is low demand. The facility will be used for the Cybercab, and demand for it is uncertain.
According to Kelley Blue Book, “the company only sold 20,237 Cybertrucks in the US last year, down 48% from 38,965 in 2024.” But after the announcement, people suddenly wanted to own one of the EV pickups..at least based on their deposits.
As it turns out, Tesla will need to return some deposits for people who wanted a Cybertruck. In fact, deposits would need to be returned to a “number of people.” Not enough Cybertrucks will come off the line to meet everyone’s demand.
There may be a lesson here. Tesla never said it would slow or cut production to find out how many people actually wanted one. If people suddenly wanted their orders filled, the demand would have been obvious.
This has happened before in different industries. When Coca-Cola (NYSE: KO | KO Price Prediction) started distributing “New Coke” in 1985, people insisted that the original Coke was the only Coke. New Coke was discontinued. (Coke’s theory was that New Coke tasted more like Pepsi.)
At least 10 TV shows were brought back because of viewer demand. These include “Family Guy.”
The Cybertruck was discontinued too soon
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Douglas A. McIntyre is the co-founder, chief executive officer and editor in chief of 24/7 Wall St. and 24/7 Tempo. He has held these jobs since 2006.
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