In a direct response to underwhelming sales figures for its Cybertruck, Tesla has launched a significant pricing overhaul for the angular pickup in the United States. The electric vehicle maker introduced a new, more affordable base model and implemented substantial price cuts across the lineup this Friday, a strategic move highlighting that current delivery volumes are falling well short of internal targets.
Aggressive Cuts Target Market Expansion
Facing a competitive landscape in the pickup segment, Tesla has slashed the Cybertruck’s entry price to $59,990. This represents a dramatic $20,000 reduction from the previous starting point. The company also cut the price of its high-performance “Cyberbeast” variant by $15,000, effectively reversing a price increase implemented in August 2025.
This aggressive pricing strategy is driven by clear performance data. The Cybertruck is currently selling at a rate of approximately 5,000 units per quarter, achieving less than 10% of the originally projected annual production capacity of 250,000 vehicles. The price reductions are a clear attempt to stimulate volume growth.
Feature Adjustments Accompany Lower Price Point
The more accessible price for the base model comes with notable specification changes designed to lower costs. Tesla has removed the adaptive air suspension system, replacing it with conventional steel springs. Several comfort and convenience features have also been eliminated, including ventilated seats, the rear touchscreen, and the premium audio system. Core performance metrics related to the drivetrain and towing capacity remain unchanged.
Technology Developments Present Contrasting Picture
Beyond pricing, Tesla’s technological roadmap delivered mixed news this week. The U.S. Federal Communications Commission (FCC) approved a new wireless charging technology that is considered crucial for the planned Cybercab robotaxi fleet. Concurrently, the safety record of the autonomous driving division is facing scrutiny. A recent report cited 14 accidents involving the robotaxi service since its launch in June 2025.
Tesla’s share price, trading around €350.60, showed little movement following the announcements. The critical factor for the stock’s trajectory will be whether the price cuts can sustainably boost demand without applying excessive pressure to the company’s profit margins.