The new dual-motor, all-wheel-drive Cybertruck will start at $59,990, marking the most accessible entry point for Tesla’s electric pickup yet. CEO Elon Musk indicated on X that the price is a limited-time offer, effective only for the next 10 days, though Tesla has not disclosed what the pricing will revert to afterward.
Meanwhile, the Cyberbeast, previously priced at $114,990, now starts at $99,990. Tesla appears to be discontinuing the “Luxe Package” for the model, which had included Supervised Full Self-Driving and complimentary access to the Supercharger network. The package was added to the lineup in August 2025 alongside a previous price increase.
Struggles with Sales and Quality
The Cybertruck was initially promoted by Musk as a futuristic competitor to traditional pickups from manufacturers such as Ford, but multiple recalls and quality-control issues have dampened consumer enthusiasm. The departure of Siddhant Awasthi, head of Tesla’s Cybertruck program, in November 2025 underscored the challenges Tesla faces in ramping up production and generating demand.
Musk’s attention has increasingly shifted away from EV manufacturing toward robotics and self-driving ventures, as Tesla seeks to position itself as more than just an automotive company. Meanwhile, sales of Tesla vehicles have softened, partly due to fewer new model launches over recent years and increasing competition from other EV makers.
External Factors and Market Pressure
The broader EV market has cooled since September 2025, when the federal government ended the $7,500 EV tax credit, which had supported demand. Musk’s political statements and controversial rhetoric have also been cited as potential factors affecting consumer sentiment.
Tesla’s pricing strategy for 2026 reflects an effort to capture more cost-conscious buyers. Analysts caution, however, that a greater focus on lower-priced vehicles could pressure margins unless Tesla compensates through lower manufacturing costs or higher revenue from software, services, and other business lines.
Last month, Musk confirmed plans to end production of the Model X SUV and Model S sedans, reallocating factory space in California toward the production of humanoid robots. This move highlights Tesla’s pivot toward robotics and self-driving technologies, even as it continues to adjust its EV pricing to stimulate sales.