One way to increase demand for a product whose sales have been declining is to lower the price.
Tesla Inc (NASDAQ: TSLA) will soon find out if this strategy is enough to save the Cybertruck’s collapsed sales, but CEO Elon Musk says the move won’t take long.
Cybertruck goes on sale
Tesla’s Cybertruck is currently on sale for a starting price of $59,990 for the dual-motor, all-wheel drive version of the electric pickup. This sale is for a limited time and comes with Musk hinting at a price increase once the deal timer runs out.
In a social media post on February 20 about the price cut, Musk said said the deal only lasts 10 days.
The timer comes as many Tesla fans and industry experts saw the move as a good strategy given the end of federal EV tax credits, lower demand for EVs and the higher price of the Cybertruck that has deterred some customers from purchasing.
The Cybertruck’s entry price likely won’t last long and could be a small step toward rebuilding sales in 2026. The key is whether Tesla will commit to a price lower than the original price and low enough to keep demand high.
Musk told one social media user said the new price will depend “on how much demand we see at this price level.”
The demand for Cybertrucks is declining
The Cybertruck was announced by Tesla years ago and promises of a $40,000 starting price never materialized, as reported by Indoor EVs.
Time will tell whether Musk sticks to the ten-day deadline or whether the sale is extended. Investors and Tesla fans will also be watching closely to see what the new price level is.
After selling 39,965 Cybertrucks in 2024, 20,237 units were sold in 2025, a 48% year-over-year decline.
Musk originally planned for annual production of 250,000 Cybertruck units, but demand has pushed production needs to less than 10% of that total.
With Tesla already set to end production of some electric vehicle models to make room for production of the Optimus Bot humanoid robot, the company also faces tough decisions about how much production capabilities and attention to put into the Cybertruck.
Sales of Cybertrucks have started in international markets in recent months and that could help boost demand. The question is how much demand there is and whether Tesla will publicly share numbers or comments upon request.
Photo: DANIEL CONSTANTE from Shutterstock
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