Elon Musk’s ambitious vision for the Cybertruck appears to be faltering, with sales figures falling short of projections. As reported by Jalopnik, Tesla’s flagship electric truck has struggled to capture the market, leading Musk to explore unconventional solutions to boost sales figures.

Cybertruck’s Sales Struggles

When the Cybertruck debuted, Musk claimed Tesla would sell 250,000 units annually by 2025. Fast forward to now, and the reality is stark: only about 63,000 Cybertrucks have been produced, with just 5,400 sold in Q3 2025. Analysts suggest the vehicle’s polarizing design and high price point, averaging around $80,000, are to blame for the lukewarm reception.

SpaceX’s Strategic Orders

In a bid to salvage sales figures, reports indicate that SpaceX has placed orders for over 1,000 Cybertrucks, with the potential to expand its fleet to more than 2,000. This move could translate into sales exceeding $160 million for Tesla, as these vehicles are intended for use as support and service vehicles across SpaceX facilities, particularly at launch sites like Starbase.

The Ethics of Intra-Company Transactions

The practice of using one company to bolster another’s sales raises ethical questions. While not illegal, it blurs the lines of transparency and accountability. The sales between Tesla and SpaceX could be seen as a conflict of interest, especially since both companies operate under Musk’s leadership. Analysts are concerned whether these transactions reflect genuine market demand or merely serve to inflate Tesla’s sales metrics.

Implications for the Automotive Market

The Cybertruck’s challenges highlight broader trends in the electric vehicle market, where competition is intensifying from both established automakers and new entrants. The unconventional design and pricing strategy may have alienated potential customers, leading to the current predicament. As Musk diversifies his interests across companies like Neuralink and xAI, the question remains: is Tesla still primarily a car company, or is it evolving into something else entirely?

While the Cybertruck’s operational use at SpaceX may provide some relief, it does little to address the fundamental issues surrounding its market performance. Musk’s focus appears to have shifted towards AI and robotics, leaving the Cybertruck as a footnote in Tesla’s broader narrative.