To boost sales in the American market, the automaker launches a more affordable option for the electric pickup sacrificing comfort for the sake of cost-benefit
Tesla has adjusted its commercial strategy in the United States by launching a new entry-level version for the Cybertruck electric pickup. Equipped with all-wheel drive (AWD), the unprecedented configuration hits the market for US$ 59.990 (about R$ 342.000). The amount represents a drastic reduction of US$ 20 thousand compared to the previous catalog, evidencing an offensive by Elon Musk’s automaker to leverage sales. The target now is the consumer focused on cost-benefit and robustness, to the detriment of luxury.
The movement surprised the sector, but follows the logic of the consumption pyramid: after serving the so-called “early adopters” (willing to pay dearly for top-of-the-line versions), the brand adjusts the portfolio to gain volume and try to mitigate the failure of sales of the pickup compared to the initial projections.
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Despite the significant cut in the final price, the essence of the Cybertruck was preserved. The pickup maintains acceleration from 0 to 100 km/h in a quick 4.1 seconds and an estimated range of 523 kilometers on a charge. The technological core of the utility also remains intact, housing the large 18.5-inch central screen and compatibility with the company’s fast charging network.
The cheapening was made possible through a punctual cut in convenience items. The sophisticated air suspension, standard on the more expensive models, for example, was replaced by a traditional set of coil springs with adaptive damping.
In the cabin, the premium finish gave way to fabric-covered seats and a simplified sound system, with fewer speakers. To close the account, Tesla also removed the motorized cover from the bed and the entertainment screen facing the passengers in the second row.
