Is Cybertruck maker Tesla losing its buzz – even as it ‘tours’ Australian roads

Tesla’s Cybertruck has become America’s fifth most popular electric vehicle but overall 2024 was a disappointing year for the Elon Musk-helmed company.

Tesla’s Cybertruck has become America’s fifth most popular electric vehicle, outselling Ford’s F-150 Lightning ute, but overall 2024 was a disappointing year for the Elon Musk-helmed tech company.

What’s more, Tesla’s polarising pick-up is unlikely to hit Australian roads soon, despite a vehicle being seen in Sydney, Perth, Queensland and even Adelaide on an Australia/New Zealand tour.

Tesla sold almost 39,000 Cybertrucks in the US last year, according to estimates from Cox Automotive, but overall reported its first year-on-year sales decline, delivering 37,845 fewer units.

And despite a Cybertruck cruising on Australian roads, under dealer registration plates, Tesla currently has no plans to sell the vehicle, which is priced from $US80,000, in this country – or elsewhere in the world – given it only complies with US standards.

It’s a similar blow to when Tesla announced in May 2023 that it would stop selling the popular Model S in Australia, given it no longer produced the vehicle in right-hand drive, disappointing many EV enthusiasts.

Australians now only have the choice of two Tesla models, the Model 3 or Model Y – which are also the top two highest-selling EVs in the US, accounting for more than 40 per cent of all electric vehicles sold last year.

But with regards to the Cybertruck, Mr Musk – who has become one of Donald Trump’s closest advisers – has made it clear that it is a US-only vehicle, for now.

A Tesla Cybertruck spotted in Australia.

“We did design the car to North American requirements, because if you start going with a superset of all international requirements, it forces a lot of constraints on the Cybertruck that would make the product, frankly, worse,” Mr Musk told investors in June.

“So I think we’ll need to make a special version that is, for example, China-compliant or Europe-compliant.”

In the US, the Cybertruck outsold the Rivian R1S, Cadillac Lyriq and Chevrolet Equinox as well as the Ford-150 Lightning last year.

Cox Automotive expects further growth in EV sales in the US this year, with 15 new models scheduled to enter the market, coupled with improved charging infrastructure and “continued support, i.e. generous incentives, from the automakers”.

“Sales of EVs will likely account for close to 10 per cent of total sales this year,” Cox Automotive said.

But the new Trump administration threatens to put the handbrake on that growth.

During his presidential campaign this year, Mr Trump said he would impose tariffs to slash imports and create more US manufacturing jobs. He also slammed government spending – totalling tens of billions of dollars in federal tax money – to support EVs, sparking concern among automakers.

Tesla CEO Elon Musk says the Cybertruck will remain a US-only vehicle – for now.

But Cox Automotive remains bullish on the sector.

“While policy changes in Washington might slow the growth, those changes likely won’t take effect for some time, and many buyers might jump in before changes are made.

“Cox Automotive is expecting 2025 to set another record for EV volume. In fact, in the year ahead, one out of every four vehicles sold will likely be electrified in some way – a hybrid, plug-in hybrid or pure EV. One thing is for certain: each year, more electric vehicles with advanced battery technology are making their way onto America’s roads.”

In Australia, China’s BYD has outshone Tesla, with data suggesting customers might be swayed by its cheaper prices, which begin at $38,890 for its Dolphin model, a compact electric hatchback the company claims is the nation’s most affordable EV.

Tesla’s lowest-cost option is about $20,000 more, with the Tesla Model 3 retailing for $54,900 plus on-road costs.