"It will be the biggest product launch of anything, by far, on Earth, this year," Elon Musk said ahead of the highly-anticipated Cybertruck launch slated for 3 PM ET. As the curtains get pulled back, investors will be closely watching Tesla's (
TSLA) formal entrance into the
pickup truck market, with an electric twist, following the introduction of the commercial-oriented Tesla Semi
exactly a year ago. Production of the Cybertruck has already been delayed several times since being announced in 2019, and while today's event will generate some big buzz, expect the company to only dole out the first ten or so EV pickups.
Biden EV rule will impact qualifications for subsidies Bells and whistles: Given all of the specs and enormous production challenges, it will be hard to reach high volumes initially, but keep an eye on pricing, speed, and the model's variants. Cybertruck is also Tesla's first high-voltage vehicle, giving it the benefit of faster charging, while its angular design has split the industry into lovers and haters. Armor glass and its ultrahard stainless steel exoskeleton, made from similar material used for rockets at SpaceX, should be able to withstand 9mm bullets, though it is costly, as well as complicated, to cast and weld together.
The UAW goes electric with unionization efforts aimed at Tesla"I mean, we dug our own grave with Cybertruck," Musk said on Tesla's (
TSLA) most recent
earnings call. "Cybertruck's one of those special products that come along only once in a long while and special products that come along once in a long while are just incredibly difficult to bring to market, to reach volume, to be prosperous." He went on to predict that Tesla will "end up with roughly a 0.25 million Cybertrucks a year... probably sometime in 2025," though it will take "a year to 18 months before it is a significant positive cash flow contributor." Wedbush Securities analyst Dan Ives notes that while the vehicle might not be a major sales driver for the company, the model's introduction is significant to the broader growth story and could recharge the broad Tesla halo effect.
Outlook: The market for full-size pickup trucks is large, with Ford Motor (
F), General Motors (
GM), and Toyota Motor (
TM) all generating huge profits. A well-known
Cybertruck reservation tracker even estimates that net reservations currently stand at 2.10M. The Cybertruck will compete against the all-electric models such as the Ford (
F) F-150 Lightning, the GMC Hummer EV (
GM), the Rivian (
RIVN) R1T, the all-electric Chevrolet Silverado (
GM), and the upcoming Ram 1500 REV (
STLA). Further down the road, the Fisker (
FSR) Alaska pickup truck and Canoo (
GOEV) pickup trucks are expected to enter the market. (
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