Despite amassing over one million pre-orders before its November 2023 delivery launch, Tesla's flamboyant Cybertruck has converted only a small fraction of those reservations into actual sales.

According to Cox Automotive, cumulative sales in the U.S. have just surpassed 52,000 units to date.

"It's a fantastic vehicle," said Sean Tucker, Executive Editor at Cox Automotive. "I love the design, but I tend to like anything that stands out. This certainly stands out."

Design Appeal vs. Practicality

The truck's futuristic design has certainly turned heads, but its appeal appears limited, particularly among traditional truck buyers.

Its specifications have also failed to meet the levels promised in Tesla's early promotions, and in some cases, even fall short of mainstream internal combustion engine pickups. In just over a year, the company has issued eight voluntary recalls, alongside numerous quality and production issues.

When factoring in all these elements—coupled with towing and payload capacities that underdeliver on advertised claims and disappointing real-world range—many truck buyers are adopting a wait-and-see approach.

"The problem I think they've run into with this design is that it's not as functional as it should be," Tucker noted. "Truck manufacturers tend to make design decisions based on how people have used trucks for many, many years. They've figured out what works best for the job."

The Cybertruck's high-sided chassis and pyramidal shape make it notably difficult to load.

Challenging Truck Buyer Traditions

At the truck's 2019 unveiling, Tesla CEO Elon Musk stated, "Trucks have been the same for a very long time. Maybe 100 years. They're basically the same. We wanted to try something different."

However, the vehicle Tesla created is more likely to appeal to EV enthusiasts considering a pickup truck rather than the core truck-buying demographic.

"The electric pickup is a natural choice for automakers, especially American ones," said Stephanie Brinley, Associate Director at S&P Global Mobility. "But it's also a tougher market in terms of use cases and the conservative mindset of its buyers."

She added that truck buyers have become "much more advanced" in their openness to and familiarity with pickup technology and other innovations over the past few years.

Loyalty and Practicality Matter

Nevertheless, truck buyers still heavily favor proven, established models.

In a recent CNBC interview, RAM CEO Tim Kuniskis stated that brand loyalty in this segment is around 70-80%.

A significant portion of truck buyers rely on their vehicles for their livelihood. Even off-road and recreational users expect their trucks to meet specific standards for towing, payload, and overall performance.

"I think those buyers also want more proof," Brinley said, "more evidence that it will do everything they need it to do."

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