Elon Musk's approach to the Tesla Cybertruck was marked by a deliberate departure from traditional pickup truck design norms. The vehicle's angular, stainless steel exterior evokes imagery of science fiction and armored military hardware, underscoring Musk's goal to intimidate rather than blend in with conventional models. On the "Third Row Tesla" podcast in 2020, Musk candidly expressed the uncertainty surrounding the Cybertruck's commercial viability, stating, "I wasn't sure if nobody would buy it or a lot of people would buy it." This frank self-assessment highlights the risk inherent in launching such an unconventional product into the highly competitive pickup truck market.
In anticipation of potential market rejection, Musk explained that he had shared with his design and production team a contingency plan. "If nobody wants to buy this, we can always make one that looks like the other trucks," he said, acknowledging that a fallback option involving a more traditional, familiar truck design was ready should the Cybertruck's radical aesthetics fail to resonate with customers.
The Cybertruck's design draws inspiration from iconic science fiction films such as "Blade Runner," "Mad Max," "Back to the Future," and "Aliens," serving as a visual embodiment of a "futuristic armored personnel carrier." Musk went on to describe the American pickup truck market as driven by a desire for vehicles that are perceived as "badass" and tough — likening the Cybertruck to a tank designed to stand out in this environment.
Despite its unconventional appearance, the vehicle's performance specifications and pricing were seen by some industry observers as compelling. Karl Brauer, then executive publisher at Kelley Blue Book, noted in 2019 that the Cybertruck's specs were "undeniable" and anticipated strong demand particularly among Tesla enthusiasts, even if the look might polarize broader consumer groups.
However, sales data analyzed by InsideEVs using Cox Automotive figures reveals that the initial surge of preorders, estimated at around 39,000 units in 2024, nearly halved to approximately 20,200 in 2025. This nearly 19,000-unit drop represents the most significant decline among electric vehicle models in the U.S. market for that year, including some models that were discontinued entirely. This decline suggests the Cybertruck's niche appeal and polarizing design may have limited its ability to sustain early momentum in sales.
Musk's brother, Kimball Musk, also commented on the Cybertruck's design, labeling it a "daring" choice and noting that Elon was notably enthusiastic about the concept. Elon Musk himself remained confident about the product, asserting, "I think it's our best product ever," emphasizing his commitment to innovation and differentiation in the automotive sector.
The willingness to embrace unconventional design and the readiness to pivot if the initial concept failed underscores Tesla's strategic approach to product development under Musk's leadership. While the Cybertruck's aesthetic continues to divide opinions among consumers and automotive critics alike, Elon Musk's philosophy remains that innovation requires trying bold ideas and persevering despite setbacks. "You don't just try it and then give up," he remarked, reflecting the iterative process behind Tesla's endeavors.
Though the Cybertruck's ultimate impact on the pickup truck market and Tesla's portfolio remains to be fully seen, the experience highlights the tension between innovation and mass market acceptance. Musk's dual-track plan — advocating for a futuristic design with a fallback to traditional styling — reflects the balance Tesla seeks to strike between visionary design and commercial pragmatism.