The Cybertruck isn't enjoying the expected success, and Tesla seems to be urgently seeking an answer. An unexpected initiative has just been launched, without much fanfare. It intrigues, surprises... and reveals a lot about the manufacturer's current situation.
Tesla is multiplying its initiatives to boost its sales amid a global slowdown in the electric vehicle market. In Europe, deliveries have fallen by half compared to last year. In the United States and China, they are stagnating. To reverse the trend, the brand has launched several commercial offers: interest-free financing on certain models, free transfers of the FSD option, and even discounts for military personnel or teachers. But it's a completely different operation that's attracting attention today.
The brand is now offering anyone interested a free test drive of a Tesla vehicle for 48 hours. This offer applies to the Model Y, Model 3, Model S, Model X, and also the Cybertruck. Announced during Memorial Day weekend in the United States, this campaign has generated a lot of interest. Schedules are already full at several dealerships. Many users, including current owners of the brand's cars, are booking these extended test drives to better assess the benefits of a future purchase. But behind this generous initiative, the manufacturer is primarily seeking to revive a model that has been losing momentum: the Cybertruck.
Tesla is trying to revive interest in the Cybertruck with free trials
The Cybertruck is particularly attracting curiosity, especially in its recently launched rear-wheel drive version. However, owners of the high-end “Foundation Series” model are starting to pay the price of a difficult resale. Tesla has opened trade-ins for these vehicles, but the amounts offered are very low. For a model sold new for around €92,000, the manufacturer is currently offering between €55,700 and €60,200 depending on the vehicle's condition. Even very lightly used models, with less than 10,000 km, are subject to this steep discount. In less than a year, this represents a loss of value of 34 to 39%, well beyond market standards for a high-end electric car.
This level of depreciation is exceptional, even for an electric car. By comparison, a similar Rivian R1T pickup truck only lost 30% of its value in two years. The Cybertruck, often perceived as a prestige item at its launch, seems to be suffering from a rapid loss of interest from the public. The divisive aesthetics, the high price, and the arrival of new competitors could explain this phenomenon. Tesla now hopes that these free trials will reverse the trend.
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