Over time, expectations of big sales and dominance of a part of the market have turned into the threat of fiasco. Elon Musk himself acknowledged weeks ago that with Cybertruck, Tesla's electric pick-up that they began delivering yesterday in the United States, they have been able to "dig their own grave". The futuristic-looking, steel-bodied, rigid-shaped heavy vehicle has brought all sorts of nightmares to the company's production line. It arrives two years later than promised and at a much higher price than initially announced.

Still, Musk took advantage of the all-terrain vehicle's unveiling event in Austin, Texas, where it is being manufactured, to show off what he has said will be "the biggest product launch by far on Earth this year." Dressed in a leather jacket and greeted by a stage with dim lights, the South African and Tesla CEO got out of the Cybertruck to the uproar of those present to boast of a "tough" model, capable of withstanding a shooting at its doors and stones in its windows, as well as being faster than a sports car and much quieter than a conventional SUV. "All in one package."

What he didn't mention was the price, which will be 50% more expensive than what was announced when the cascade of bookings for $100 began in 2019. It will no longer be 40,000 but 60,990 dollars that will be needed to take one of those atypical Mad Max-style models. According to its website, two versions will begin shipping next year, the basic one for $60,990 and a "Cyberbeast" for $99,990. A third model isn't in the works until 2025 for $80,000, with all-wheel drive.

The cheapest model will have a range of 250 miles — about 400 kilometers — and a 6-second acceleration capability from 0 to 60 miles per hour (about 100 km/h), with a body so solid they believe it will be difficult for it to roll over and such endurance that Musk is convinced he will win any showdown out there "in case of a fight." The world's richest man believes that the Cybertruck will change "the face of the roads" and that "the future will finally look like the future."

It remains to be seen if so much expectation translates into sales and if the thousands of reservations at the rate of $100 will go ahead with the order now that they know the true price of the product. Musk estimates he'll sell about 250,000 units a year but won't see a profit from the Cybertruck for another two years, an admission that has sown concern among shareholders.

For many industry insiders, Tesla is late. Rivian has been selling its electric SUVs since 2021 and Ford released its first F-150 Lightning models last year. General Motors, meanwhile, began shipping some Silverado this year.

So far, the response to these proposals has been lukewarm but with a tendency to grow. According to data from Kelly Blue Book, F-150 sales grew 40 percent in the first nine months of the year despite a slowdown in sales of electric models overall.

So far, Musk has gotten away with everything when it comes to Tesla. Their vehicles are selling like hotcakes and the rest of the brands have been forced to turn their fleets into a range of battery-powered options to meet the prevailing trend. The Cybertruck is his next big challenge with which he also aims to dominate the lucrative off-road segment in the United States. It's only a matter of time before we know if he will make it.

  • Tesla Motors