Forbes sees Tesla Cybertruck as a possible historic failure like the Edsel. Low sales figures, design criticism and a high price challenge Elon Musk's angular pickup.
The financial media outlet Forbes has taken a critical look at the Tesla Cybertruck.
The media believes that Elon Musk's pickup truck is close to becoming a historic automotive flop. They compare it to famous failures such as Ford's Edsel model from the 1950s.
Forbes places the Cybertruck in a category of cars that were a huge disappointment. The Edsel is a classic example of a car that didn't live up to expectations. Ford closed the brand after a few years on the market.
Other cars in the unfortunate group are also mentioned. The Ford Pinto had problems with its fuel tank. The DeLorean DMC-12 led to the company's bankruptcy. The Pontiac Aztek was known for its special appearance.
Forbes suggests that the Fisker Ocean could also be on the list. That car was launched quickly and the company behind it went bankrupt shortly after. Now the media outlet believes that the Tesla Cybertruck could top the list of car failures.
They quote Eric Noble, president of consulting firm CARLAB, who calls the Cybertruck "a violent ambition that has become a huge failure." He compares it directly to the Edsel.
Cybertruck sales support this critical assessment. Elon Musk had hoped for annual sales of 250,000 cars. However, Tesla sold just under 40,000 in 2024, its first full year of sales.
Design and material choice drag down
There is also no sign that sales will increase significantly this year. Sales figures showed a decline in January and February. This contrasts with Musk's previous announcement of one million pre-orders by November 2023.
The production capacity at the Gigafactory in Austin was expanded. The factory was supposed to be able to build 250,000 Cybertrucks per year. But demand seems to be lower than expected.
Exports to markets outside the US seem unlikely. The large pickup truck is poorly suited to European roads. The car's current design could cause problems with EU approval.
Tesla has also not indicated plans to sell the Cybertruck in Europe through its own channels. Analysts also doubt its potential in China. The car seems to be struggling to find its audience.
The main reason is believed to be the car's design. It was not developed with customers' primary needs in mind. Eric Noble points out shortcomings in the cargo platform, cabin and general functionality for pickup buyers.
From vision to failure
The special design is due to the use of stainless steel in the body. The idea was perhaps to save on paintwork and thus production costs. But stainless steel is difficult to shape.
Glenn Mercer of the consulting firm GM Automotive is critical. He believes that the savings on a paint shop may be offset by the cost of working with stainless steel. He points to the DeLorean DMC-12, which used the same material and had challenges.
Mercer also points out that the Cybertruck shares fewer parts with other Tesla models. This breaks with Tesla's otherwise efficient platform strategy. This increases complexity and potentially costs.
The price was also significantly higher than initially announced. In 2019, Musk talked about a starting price of $39,900 (approximately 275,000 Danish kroner). At launch, the starting price was $82,235 (approximately 567,000 Danish kroner) for a possible tax deduction of $7,500 (approximately 52,000 Danish kroner).
Additionally, the Cybertruck has experienced some negative publicity. Social media has shown examples of cars getting stuck and having to be towed free. The car has had eight recalls in 13 months, including for loose body panels. Forbes also notes that the car has become a symbol in protests against Tesla and Elon Musk.
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