Tesla's electric pickup is increasingly falling in popularity, going by new figures showing Cybertruck sales halving year-on-year to 4,306 vehicles, according to industry service provider Cox Automotive.
Tesla itself does not provide sales numbers for the Cybertruck, which is so far only available in North America.
Pickups are a major and lucrative market segment in North America, dominated by heavy combustion engine models from the three US automotive giants.
When Tesla announced its entry into this business in 2019 with the futuristic stainless steel Cybertruck, alarm bells rang in Detroit. Ford, for instance, quickly developed an electric version of its bestselling F-150 model.
Despite billions in investments, the lion's share of pickups sold in the US continues to be powered by combustion engines. Among other factors, some commercial buyers are deterred by the range of electric pickups on a single battery charge.
The Cybertruck only entered the market at the end of 2023 after delays and quickly divided opinion with its unconventional design. Tesla chief executive Elon Musk once envisioned production of up to 250,000 vehicles per year. The Cybertruck, however, remains far from achieving this target.
At Ford, sales of the F-150 Lightning also fell by just over a quarter in the last quarter. However, with 5,842 vehicles sold, it still found more buyers than the Cybertruck.
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