Tesla’s Cybertruck Is More Marketing Than Profit Machine

The Cybertruck isn’t good for Tesla’s finances, so it had better be great for the brand.

On Thursday afternoon in Austin, Texas, two years later than initially planned, the electric-vehicle pioneer finally delivered its first pickup trucks, setting the financial ball rolling on its first new product since the Model Y started shipping almost four years ago. But we already know this won’t be a money-spinner for Tesla, at least not in 2024. Chief Executive Officer Elon Musk said in October it might take 18 months to increase output to the point where the Cybertruck makes a significant contribution to cash flows.