Tesla has raised the price of its highest-end Cybertruck variant, the Cyberbeast, by $15,000 in the United States, bringing its new starting cost to $114,990. The increase comes despite weaker-than-expected sales and repeated recalls since the futuristic pickup’s launch in late 2023.
The company announced that the price hike includes a new “Luxe Package,” which bundles Tesla’s Supervised Full Self-Driving system with free access to its Supercharger network. Prices for other Cybertruck models remain unchanged.
The increase represents a significant departure from CEO Elon Musk’s original 2019 pitch, when he suggested the Cybertruck would start at around $40,000. By the time it entered production, Tesla had already revised the base model’s price upward to $60,990, more than 50% above that initial target.
Competition Heats Up in the EV Pickup Market
The price adjustment places the Cyberbeast well above rival electric pickups like Ford’s F-150 Lightning and General Motors’ Chevrolet Silverado EV, both of which offer lower entry-level trims. Industry analysts say higher costs could pose a challenge as Tesla faces stiffer competition from legacy automakers and newcomers in the electric vehicle (EV) market.
To counter slowing demand, Tesla has also offered discounts of up to $10,000 on some Cybertruck inventory. The company’s approach contrasts with other EV makers, who have leaned on competitive pricing to attract cost-sensitive buyers.
Production and Recalls Cloud Outlook
Musk has previously stated Tesla could build more than 125,000 Cybertrucks annually, with production capacity potentially reaching 250,000 in 2025. However, the company has acknowledged that scaling production has been “extremely difficult.”
Sales so far appear to be lagging well below those targets. While Tesla does not break out Cybertruck delivery numbers, a March recall covering about 46,000 units built between November 2023 and February 2025 suggests cumulative sales are still a fraction of projected output. The recall, filed with the National Highway Traffic Safety Administration, cited issues with accelerator pedals that could dislodge and increase crash risks.
Repeated recalls and reports of quality concerns have further dampened enthusiasm among some consumers, undercutting Tesla’s promise that the Cybertruck would redefine the pickup market.
Tesla’s Broader EV Strategy
The Cybertruck’s pricing shift comes as Tesla navigates broader headwinds across the EV sector, including rising competition, slowing demand growth, and questions about the sustainability of its profit margins.
The company has also been under federal scrutiny. The NHTSA is investigating whether Tesla delayed reporting certain crashes involving vehicles equipped with its Autopilot and Full Self-Driving systems.
Meanwhile, Tesla is expanding its lineup abroad, with plans for a longer, three-row Model Y in China. Analysts say such diversification may help balance the challenges facing the Cybertruck in the U.S. market.
What’s Next for the Cybertruck
Despite sluggish sales, Tesla has maintained that the Cybertruck remains central to its long-term strategy. Musk has described the pickup as one of the company’s most ambitious projects, blending Tesla’s push for cutting-edge technology with its expansion into high-margin vehicle segments.
Still, the price increase on the Cyberbeast highlights a tension between maintaining Tesla’s premium brand positioning and competing in an increasingly crowded EV truck market. With production hurdles unresolved and demand uncertain, analysts say the next year could be pivotal in determining whether the Cybertruck becomes a core product or remains a niche vehicle.