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https://www.businessinsider.com/tesla-cybertruck-revamp-working-man-f-150-2025-4
How Tesla is quietly rebranding the Cybertruck
When Tesla launched the Cybertruck in 2023, it was the product of four years of hype. The boxy electric pickup was the company's first new model since 2020. Kim Kardashian, Pharrell Williams, and Justin Bieber were spotted riding around in it. With a million people on the truck's reservation list and a $120,000 price tag, it quickly became a status symbol.
Less than two years later, the waitlist has disappeared. Trucks are piling up in sales lots. Fewer than 50,000 vehicles have been delivered. Some owners have become political targets thanks to CEO Elon Musk's association with President Donald Trump.
Enter a quiet rebrand.
Over the past few months, Tesla has moved to position the Cybertruck as a working man's vehicle — less DeLorean, more Ford F-150. The company updated its website, ditching an other-worldly aesthetic for images that feature the truck hauling equipment and an Airstream trailer. And sales workers at the company told Business Insider it's become increasingly difficult to move the truck off sales lots. The vehicle, they said, needs to appeal to the traditional truck buyer.
"Pitching it to truck people is more about the functionality," said one salesperson who works in the South. "They want to know how much it can tow, how much can fit in the truck bed."
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Tesla has sold less than 50,000 Cybertrucks. Last year, Ford sold 765,000 F-series, and in 2023 they sold 750,000.