I think Cybertruck was a mistake for Tesla as it created this gap in growth for the company, but the automaker is making the most out of it as it turns the electric pickup truck into a marketing tool.
Tesla never had a dud. All its vehicle programs were successful in their own rights, some even wildly successful.
It’s too early to say if the Cybertruck is also going to be successful. It is enjoying a large reservation backlog, but it will be interesting to see how the demand holds once the vehicle’s production is ramped up.
But even once it is ramped up, Tesla is only talking about producing roughly 250,000 Cybertrucks per year.
It’s not nothing, but it also doesn’t significantly move the needle.
In fact, I would argue that Cybertruck has created what Tesla is describing as a break in its “waves of growth.” The first wave was the ramp-up of Model 3/Y and the next one is expected to be the ramp-up of Tesla’s upcoming next-generation vehicles starting in late 2025.
Tesla used to grow deliveries at a rate of roughly 50% per year, which is absolutely incredible for a major automaker.
Now, the growth has slowed greatly (20% as of last quarter), and Tesla has confirmed that it should be down throughout 2024. That’s obvious. Tesla’s Model 3 and Model Y are almost maxed out, and the automaker only has Cybertruck to add to the lineup in 2024.
I would argue that Tesla would have been better off focusing its resources on its next-gen vehicles, the “$25,000 Tesla” and “robotaxi” throughout the last few years, to shorten the gap between its two growth phases.
If Tesla had brought the next-gen vehicles to market instead of the Cybertruck, it would have likely cut this break in growth by over a year.
Now, we likely can’t expect Tesla to return to 50% growth in deliveries until at least 2026.
But I have to admit, Tesla is making the best out of it. Again, I’m not saying the Cybertruck can’t be a successful vehicle program in itself. It’s too early to tell, but it could very well become one.
The production version of the Cybertruck is disappointing in many ways. It’s way more expensive than originally announced, it has a shorter range and requires an “extended range” battery pack that takes up a big part of the bed to get meaningful towing range.
On the other hand, it also introduces some cool technologies, like steer-by-wire and a 48-volt electrical system, and albeit polarizing, the novel design has attracted a lot of fans – and Tesla seems to be doubling down on that.
Hate it or love it, the Cybertruck is getting a ton of attention, and Tesla is utilizing it.
We reported that the unveiling of the Cybertruck alone already helped the sales of Tesla’s other vehicles by bringing people who were hearing about or getting interested in Tesla for the first time into the stores.
The Cybertruck rollout was also unique for Tesla. Before even starting deliveries, Tesla started to bring the vehicle in showrooms around the US. That’s unprecedented for Tesla. Again, it brought people into the showrooms, where Tesla tried to sell them its other electric vehicles.
Now, you can argue that it is still useful to have the Cybertruck in showrooms for reservation holders to come see it in person before moving forward with their orders.
However, Tesla even brought the Cybertruck to showrooms in Canada, where Tesla has yet to open orders.
Furthermore, the automaker brought Cybertruck on a tour in China and Japan, where we have no idea when or even if the Cybertruck will be available. The goal is again to bring people in stores and sell them Tesla’s other vehicles.
Therefore, it’s clear that Tesla is using the Cybertruck as a marketing tool, and at least so far, it definitely has a bigger impact that way than on its own with deliveries.
Electrek’s take
Again, I’m not saying that Cybertruck is a bad vehicle program. All I am saying is that it looks like it was a mistake to focus on it rather than Tesla’s next-generation vehicles.
It looks like for Tesla’s mission and shareholder value, it would have been better off spending the resources on bringing the next-gen vehicles to market a bit sooner. The difference over a few years would likely have been in the hundreds of thousands of vehicles.
Now, to be fair, even if Tesla’s growth is only about 15-20% this year, it’s still impressive for a major automaker entering the year with a production rate of about 2 million vehicles per year.
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It’s been a decidedly weird month in the heavy truck world, and it just keeps getting weirder. Hydrogen shipping startup Hyroad Energy has acquired Nikola Motor’s hydrogen assets and IP, including 113 HFCEV semis, spare parts, and refueling infrastructure.
Hyroad Energy calls itself a leader in hydrogen-powered Class-8 trucks and trucking-as-a-service solutions, and aims to deliver, “reliability, safety, and cost-efficiency for superior results,” according to the company’s website. “We help fleets embrace hydrogen power without the complexities of going it alone. We manage the risks, finance the assets, and leverage economies of scale to drive down costs.”
Those claims became a lot more credible last week, when the company grew its hydrogen semi fleet from (apparently) 0 to 113 Class 8 semi trucks following the acquisition of Nikola’s orphaned hydrogen assets, which include the trucks, a number of spares, and the operational infrastructure needed to keep them on the road.
Hyroad CEO Dmitry Serov says that this acquisition, “significantly advances Hyroad’s mission to provide turnkey hydrogen trucking solutions that reduce the complexity and risk typically associated with adopting zero-emission technologies,” adding, “these trucks and the corresponding equipment and systems represent immediate capacity to put proven hydrogen fuel cell technology on the road to meet demand for zero-emission trucks.”
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Key Biscayne, a small barrier island off the coast of Miami, has become one of the only places in the United States where all electric bikes are completely banned, regardless of speed class, rider age, or motor power.
This week, the village council voted 4-3 to keep its sweeping e-bike ban in place, rejecting a proposed measure that would have repealed the restriction and allowed adults to ride electric bicycles on the island. The vote effectively makes permanent a controversial emergency ban enacted last year, which was originally framed as a temporary public safety measure following the death of a local cyclist.
Under the current rule, no electric bicycles of any kind are allowed anywhere in Key Biscayne, including Class 1 pedal-assist bikes that are legal on most public bike paths across Florida. The ban applies to both residents and visitors and has been enforced with warnings and fines.
Before the vote, there was major support for repealing or modifying the e-bike ban. Even the Key Biscayne Police Department had recommended loosening the ban, suggesting that the village adopt a more balanced policy allowing adults to ride responsibly while continuing to restrict use by minors. Despite that recommendation, the council chose to maintain the full prohibition.
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The issue has deeply divided the affluent community, where many residents support the ban due to concerns about reckless youth riders and congestion on narrow paths. Others argue that the policy is overly broad and punishes responsible adults, tourists, and commuters who rely on e-bikes as a sustainable and accessible transportation option.
With no exemption even for low-speed pedal-assist bikes, Key Biscayne stands out as a rare enclave where electric bicycles remain entirely illegal – one of few in the US – highlighting the growing tensions around e-mobility in tight-knit communities grappling with safety, access, and change.
What do you think? Should e-bikes be completely banned in these exclusive communities, or should there be leeway for creating common-sense laws that promote transportation while ensuring the safety of all road users?
Why is Europe getting all the fun new electric vehicles? After its electric SUV, the EV3, has already become a top seller in Europe, Kia is doubling down with new models, like the EV5 and EV4. Thanks to the new tariffs, Kia is pushing for EVs in Europe while the US gets left on the back burner.
Which EVs is Kia launching in Europe and the US?
After launching the EV3 in late 2024, Kia’s compact electric SUV “started with a bang,” as the most popular retail EV in the UK in January.
Through the first half of the year, the Kia EV3 has remained the UK’s best-selling EV among retail customers, with nearly 6,300 registrations. Including commercial vehicles, it was the fourth most popular EV overall.
Kia looks to build on its success with a flurry of new EVs on the way. After opening orders for the EV4 hatchback in June, its first all-electric hatch, Kia introduced the Fastback version, or sedan model, less than two weeks later.
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And then, last month, we got our first look at the upgraded EV5, the European version of Kia’s Tesla Model Y-sized electric SUV, which has been on sale in China since 2023.
Kia EV6 (right), EV3 (middle), and EV9 (right) Source: Kia
Kia plans to begin EV4 deliveries in Europe in September. The hatchback will be the first EV Kia builds in Europe at its Zilina plant in Slovakia. Kia said the move will speed up deliveries. However, the sedan will still be built in South Korea.
The EV5 will arrive in Europe later this year. Kia is launching the EV5 in North America in early 2026, but it will be “exclusive to the Canadian market.”
Kia EV5 GT-Line (Source: Kia)
Next year, Kia will introduce the smaller, more affordable EV2. The EV2 will sit underneath the EV3 as Kia’s new entry-level electric vehicle.
Outside of the EV4, which Kia will launch in the US in early 2026, no other models have been confirmed for the US. Although it was spotted testing in the US again this week, the last official release from Kia specifically said the EV5 will be exclusive to the Canadian market in North America.
Kia Concept EV2 (Source: Kia)
The EV4 will arrive, but only as a sedan. It will feature up to 330 miles of driving range and a built-in NACS port for charging at Tesla Superchargers.
Kia has yet to reveal prices, but the EV4 is expected to start at around $35,000. In the UK, the hatch starts at £34,695 ($47,700) with up to 388 miles WLTP driving range. The Fastback, or sedan variant, is priced from £40,895 ($55,000) with a driving range of up to 380 miles.
Kia EV4 models during safety testing in Europe (Source: Kia UK)
And that’s not even touching the PV5, Kia’s first electric van. Kia is launching the PV5 Passenger and Cargo models across Europe, but whether it will arrive in the US is still up in the air.
Electrek’s Take
Kia’s decision to prioritize Europe over the US is thanks to the Trump Administration’s new tariffs on vehicle imports. Imported vehicles from South Korea are subject to a 15% tariff.
On top of this, the $7,500 federal tax credit is set to expire at the end of September, which will make the US EV market even more competitive.
Kia’s electric vehicle sales are already down significantly this year. Through July, Kia has sold nearly half as many EV9 and EV6 models as it did in 2024. The Korean auto giant is expected to offset slower EV sales in the US with new models arriving in Europe.
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