Tesla needs to get stock from. It is something that seems to be screaming at the four winds with the last offers he is doing in the United States. Perhaps because they cannot squeeze more with prices, the company has launched a series of incentives to encourage the demand for its electric cars.
Beyond specific discounts to eliminate the latest Tesla Model units and before its complete renewal (something common among manufacturers), the company is operating with 0% financing For buyers of Tesla Model 3, they point out from Bloomberg.
But discounts are not here and are focusing on another vehicle that, because of their concept, should not have any problem to be sold. It is the Tesla Cybertruck to whose Tesla buyers is offering free recharges in its life supercores if they opt for its Foundation version.
It is the best example of how the model is clicking.
Too expensive and difficult to sell
The offer we are talking about can be found in the Tesla sales channel in the United States for your vehicles in stock. Cars already manufactured with immediate delivery and that in some cases have been used as exposure cars or have a few thousand kilometers already tours.
But what is most attracted is that with the purchase of this package Foundation Life recharges are obtained in their supercargators. An augation to get rid of the most expensive units of Tesla Cybertruck. In fact, None of them drop for $ 90,000 And in the case of Cyberbeast Foundation, the most powerful model with three electric motors, no unit is above $ 110,000.
It is not the first time that Tesla has trouble carrying out the production of its version Foundation. At the end of the year we knew that those of Elon Musk were reconvirting some units of this version to sell it at a much lower Price. The change was as simple as eliminating some badges from the vehicle and, using software to save the Full Self Driving (FSD)the company’s most advanced driving aid system.
The package Foundation Series It was selling to 20,000 euros and made clear the huge extra cost over the original version. Actually, it meant additional 12,000 euros for a few minor aesthetic details compared to those who chose the base model with the FSD package of driving aid.
Judging by the inventory, everything indicates that the company overestimated the demand of the car and, specifically, of this version. The problem is in the approach that the company has given to the vehicle. He had everything to become a flag model of the company, make him an aspiring product that demonstrated what they were able to do. And instead, they opted for the worst of strategies.
A model that was not destined to be a supervent
Tesla Cybertruck was the tenth best -selling electric car in the United States, according to figures estimated by Car and Driver In 2024. The figure refers to the first full year in which the Tesla electric pick-up has been sold, estimating its sales in just under 25,000 units. Keep in mind that the company does not reflect the figures of vehicles sold model to model.
Of course, the company has wanted to make the model a supervent in the United States. His approach since it was announced has been that. In fact, the company said the model would be sold for $ 40,000, which could not meet, announcing a 60,000 version for later. Right now, The cheapest model which can be purchased implies a disbursement of $ 72,490.
Until the day of the presentation, the figures on vehicle reserves were growing, increasing expectations until they affirmed that there were 1.9 million vehicle reserves. Months after launching we are seeing how Tesla has trouble placing part of its production.
And it has it because the approach is totally contrary to what the car should have been. The Tesla Cybertruck should have been an aspirational model, a car that is built as a brand image, of which few units are sold at a very expensive price but attract looks and potential buyers. It is a basic marketing play that is being applied all life in the car market.
When a company participates in a competition, it does it because it obtains a revenue in knowledge but also builds brand image. It is no accident that Renault changed the name of his Formula 1 to Alpine team. Nor does BMW have a BMW XM or IX in its range that they barely sell. Or that Ford has separated its commercial offer between very clear lines: a passionate, face and that is willing to bring drops to Europe (such as Ford Bronco) and another for all types of cheaper and accessible audiences.
Companies that want to put in the street this type of vehicles aspire to create a story, position a model at the top of their range. The challenge is greater for young companies but even Xiaomi He has made efforts to build a story around his electric and that is why he has not hesitated to beat a record in various circuits, including some as iconic as the Green hell.
The negative face is that the results accounts do not reflect in the short term the benefits of this strategy. Investments for these cars show their results at years. And force to have a lot of care in the production of the car.
Tesla Cybertruck’s demand seemed uncontrolled before going out so the company had two roads. One was obvious: try to satisfy her. The second was to generate a certain shortage and sell the car in its top range versions, controlling the production and creating that unique vehicle aura.
Instead, the company chose to make fast … and bad. Because Tesla’s electric pick-up that should be its technological flag has been called to review almost a dozen times for failures that show to what extent the company wanted to reduce production. That pieces are released due to a bad adhesive of them is the best example.
To all this it is added that the company announced a very low price for the car. Those 40,000 euros automatically destroyed the possibility of Build an image of aspirational vehicle around the car. In return, it generated huge expectations about its reservations but now it is demonstrated that demand laziness.
Tesla has achieved small successes. Yes, Tesla Cybertruck became the most purchased luxury car in the United States. But trying to fulfill a price too low and put tens of thousands of units of the car in a very short time lowering costs to the maximum has knocked down the story that could have been built around the car.
The Cybertruck could be if Tesla’s unicorn. The unattainable model that attracts looks and customers. The typical car that helps create a narrative. A year later we wonder if the company has discovered the sales roof too soon.
Photo | Tesla
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