When Tesla unveiled the much-anticipated Cybertruck in 2023, it was the culmination of four years of intense hype and speculation. The angular, boxy electric pickup truck marked the companys first new model since the launch of the Model Y in 2020. Celebrities like Kim Kardashian, Pharrell Williams, and Justin Bieber were seen enjoying the ride, quickly elevating the Cybertruck to a status symbol. With an impressive reservation list boasting over a million people and a starting price of $120,000, it seemed poised to dominate the market.

However, less than two years after its launch, the landscape has drastically changed. The once-coveted waitlist has all but vanished, and numerous trucks are now languishing in sales lots. To date, fewer than 50,000 units have actually been delivered to customers. Compounding the issue, some Cybertruck owners have become targets of political scrutiny due to CEO Elon Musks controversial connections with former President Donald Trump.

In response to this situation, Tesla is embarking on a more subtle rebranding effort aimed at repositioning the Cybertruck as a practical vehicle for everyday usersa shift away from its initial high-tech and extraterrestrial marketing approach.

In recent months, Tesla has revamped its website, replacing the previous other-worldly imagery with visuals that portray the truck in more utilitarian scenarios, such as hauling equipment or towing an Airstream trailer. Sales representatives have reported a growing challenge in selling the Cybertruck, emphasizing the need to appeal to traditional truck buyers who prioritize functionality and practicality. "Pitching it to truck people is more about the functionality," stated one salesperson from the Southern United States. "They want to know how much it can tow and how much can fit in the truck bed."

As Tesla prepares to release its first-quarter earnings, it is contending with lackluster delivery numbers, a growing brand crisis, and a stock price that has fallen over 43% year-to-date. The company is clearly in search of a strategy to invigorate sales.

Market analyst Ivan Drury, who is the director of insight for Edmunds, noted, "They initially pushed too hard into the out-of-this-world aesthetic. That only appeals to the outskirts of the market. Now they need to take a more traditional route." In early April, Tesla's website still featured renderings of the Cybertruck in a surreal, Mars-like environment, with tagline messaging that claimed it was "built for any planet" and boasted of a "cabin as quiet as outer space." This branding strategy starkly contrasts with that of traditional competitors such as Ford.

Ford's CEO, Jim Farley, had previously dismissed the Cybertruck as a product intended solely for "Silicon Valley people," branding it as a luxury item better suited for display in front of hotels than for actual use. "I dont make trucks like that," Farley stated, emphasizing that he manufactures vehicles for "real people doing real work. Thats a different kind of truck." As of mid-April, Tesla redesigned its product page for the first time since the Cybertruck's debut, moving away from futuristic aesthetics towards imagery that resonates with typical truck usage, such as construction work or family outings. This new direction is notably reminiscent of the marketing campaigns for Ford's 2024 F-150, a staple in the pickup truck market for over four decades.

Notably, the Tesla truck's styling and features are now compared to Ford's electric F-150, particularly in terms of price, range, and towing capacity. According to two Tesla sales representatives, since late last year, there has been a significant shift toward marketing the Cybertruck to a more traditional truck-buying demographic. One Southern salesperson explained that the trucks striking design has made it a novelty item rather than a practical choice for most buyers. "Most of the test drivers arent real truck buyers," they remarked.

Despite its touted "bulletproof" exterior, Tesla has faced challenges in establishing the Cybertruck as a work-friendly vehicle. Shortly after its launch, social media exploded with instances of Cybertrucks getting stuck in snow or struggling to navigate uneven terrain. This sparked the creation of a popular subreddit titled "Cyberstuck," which has accumulated over 300,000 members sharing their experiences. Additionally, the vehicle has faced eight recalls since its release, further complicating its reputation.

Even if many truck owners arent directly engaged in heavy-duty work, crafting a robust, durable image holds significant marketing value. Drury believes that Tesla's updated promotional materials represent a positive step forward. "They need to advertise durability. It needs to be used and abused, and all of the capabilities that make it a work truck need to be on full display," Drury remarked. He added, "People might not actually use it for those capabilities, but its about selling an image or lifestyle."

The Cybertrucks transformation aligns with Musks noticeable pivot in political alignment. Historically, Tesla has attracted a customer base that leans towards liberal ideologies; most of its sales centers are situated in blue states and urban areas, with Democratic voters more likely to purchase electric vehicles. However, as Musk has increasingly associated himself with right-wing figures, including Donald Trump, a segment of the traditional Tesla clientele has begun to push back, leading to protests outside of Tesla sales centers and incidents of vandalism targeting Cybertrucks and their owners.

Sales figures have reflected this political shift, particularly for the Cybertruck. According to estimates from Cox Automotive, Tesla managed to sell only 6,406 units of the Cybertruck during the first quarter of 2025, approximately half of the sales from the preceding quarter.

In light of these dynamics, the new working man marketing strategy could attract a different demographic of buyers. Analysts suggest that this approach may resonate with customers in more conservative, rural areas. Itay Michaeli, a TD Cowen analyst, expressed optimism about potential sales gains in red counties, stating, "Tesla could actually net meaningful sales gains over time."

Beyond the political landscape, Auto Trader editor Brian Moody commented that the Cybertrucks marketing strategy indicates a natural evolution for the brand. "Initially, they were appealing to Tesla fans, but many of those people have probably already bought the car. Now, they have to reach out to the regular folks," Moody explained. "Now they need to focus on practicality."

For anyone connected with Tesla or who has insights to share, the reporter encourages reaching out via email or Signal, emphasizing the importance of using a personal email address and non-work device to ensure confidentiality in sharing information.