Late Thursday local time, Tesla CEO Elon Musk unveiled the company’s first electric pickup truck, called Cybertruck, at an event in Los Angeles, California, on Thursday night, a combination of cyberpunk and truck. Cybertruck has a range of up to 500 miles (and 250 and 300 miles available), and starts at $39,900.
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For most of the past decade, Musk has been thinking about the idea of a Tesla electric pickup. In 2012, he said on Twitter that he was “very keen to build a Tesla Super Truck with “Crazy Torque” and “Dynamic Air Suspension.” By 2013, he revealed that the company was actually planning to build such a pickup truck. The electric pickup even appeared in Musk’s second Tesla Master Plan, released in 2016.
In April 2017, Musk continued to discuss ideas in public. At the time, he said there would be a whistleblowing campaign “in 18 to 24 months”. In 2018, he said the truck had adopted “futuristic cyberpunk style, the film “Silver Wing Killer” design elements, and he didn’t even care if people liked it. Musk later said the pickup was one of his favorites of all Tesla’s ongoing projects.
While the pickup is clearly Musk’s favorite, it could also be a huge market opportunity for Tesla’s business. Pickup truck sales in the U.S. market are growing, with high average selling prices and high profit margins.