Cybertruck Gets A Down-To-Earth Redesign As Tesla Shifts To Traditional Pickup Marketing Amid Poor Sales

Benzinga
2025.04.22 12:07
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Tesla has redesigned its Cybertruck marketing to appeal to traditional pickup truck drivers amid declining sales. The new strategy showcases the Cybertruck's utilitarian features, contrasting with its previous futuristic image. The company has introduced a cheaper version priced at $62,490 to attract a broader customer base. This shift comes as Tesla faces challenges, including vandalism of its properties and increasing competition in the EV market. TSLA stock has seen a 40.04% decline year-to-date, currently trading at $227.42.

Tesla Inc. TSLA has reportedly pivoted its marketing for the Cybertruck as Elon Musk's EV giant rebrands the vehicle to showcase its utilitarian quotient.

What Happened: Targeting a more traditional pick-up truck marketing approach for the vehicle, Tesla has reworked the Cybertruck's page on the official website. The website now features visuals of the Cybertruck hauling construction material and a trailer, family outings, as well as visuals of the vehicle on rugged terrains — all activities one would expect a pick-up truck owner to do, reported Business Insider on Tuesday.

This is in stark contrast to the previous strategy, which showcased the Cybertruck as a futuristic vehicle with visuals of other planets like Mars. The report mentioned how the company has moved to position the Cybertruck to be “less DeLorean, more Ford Motor Co. F F-150.”

However, the shift in approach may be difficult to put into practice. "Pitching it to truck people is more about the functionality,” an anonymous Tesla salesperson told the publication.

The salesperson also shared how traditional truck customers ask about the Cybertruck's towing capabilities as well as how much it can haul in the bed. Cybertrucks have been criticized for a lack of ruggedness in the past.

Tesla did not immediately respond to Benzinga’s request for comment.

Why It Matters: The shift in strategy comes in as Tesla has released a cheaper version of the Cybertruck priced at $62,490 with the Federal EV credit, as the company looks to boost dwindling sales figures and appeal to a wider customer base.

Recently, Tesla properties like Superchargers as well as vehicles like the Cybertruck have been subject to vandalism in the U.S., which coincides with Musk's endorsement of right-wing political ideals and increasing involvement with the Trump administration.

Elsewhere, while Tesla still dominates the domestic U.S. EV sector, other brands are catching up with Musk's company, according to sales data, which shows an increase in adoption of EVs among drivers in the U.S.

Price Action: TSLA has experienced a 40.04% YTD decline in stock value. It currently trades for $227.42, according to Benzinga Pro data.

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