• Home
  • Latest
  • Fortune 500
  • Finance
  • Tech
  • Leadership
  • Lifestyle
  • Rankings
  • Multimedia
TechElon Musk

Tesla unveiled its first Cybertruck but we still don’t know how much it even costs—is this just another Musk ‘publicity stunt’?

Christiaan Hetzner
By
Christiaan Hetzner
Christiaan Hetzner
Senior Reporter
Down Arrow Button Icon
Christiaan Hetzner
By
Christiaan Hetzner
Christiaan Hetzner
Senior Reporter
Down Arrow Button Icon
July 17, 2023, 10:19 AM ET
Despite news that the first Cybertruck was built, there is still no information on its pricing or specs, meaning customers cannot place a fixed order.
Despite news that the first Cybertruck was built, there is still no information on its pricing or specs, leading some EV fans to wonder whether it's just another attempt at publicity days before Q2 earnings.Christian Marquardt—Pool/Getty Images

Giga Texas may have built Tesla’s first Cybertruck, but fans of the iconoclastic pickup shouldn’t bother reaching for the checkbook quite yet. 

Recommended Video

As of Monday, Elon Musk’s pioneering electric car brand failed to reveal what the hotly anticipated vehicle will precisely be capable of and, more importantly, what it will all cost. 

Tesla boasts the vehicle can accelerate to 60 miles per hour from a standstill in as little as 2.9 seconds, comes with up to 500 miles of range and can “pull near infinite mass”.

Yet Tesla pulled the specifications, trim levels, as well as prices back in October 2021 and has failed to update them despite a period of red-hot inflation.

Musk, who has repeatedly preached the mantra “prototypes are easy, production is hard”, tweeted on Saturday “Congratulations, Tesla team!” just after the official Tesla account posted the news from its Austin factory.

The announcement came shortly before Tesla is set to hold its second-quarter earnings call on Wednesday. Currently, the third most pressing issue for Tesla shareholders, measured by upvotes, is the status of the unorthodox pickup, including the two biggest unknowns: final pricing and specs. 

Given Musk has remarked before on driving prototypes of the model around Giga Texas, Saturday’s announcement could imply the vehicle has entered actual series production. 

The first Cybertruck built by the workforce in Austin could however just as easily be little more than a preproduction model for further validation by employees and destined for the crusher.

Either way, it’s not entirely clear.

Semi production still minuscule

With Tesla scheduling the first deliveries of its pickup before September ends, time is starting to run out to clarify key details.

Customers still cannot yet place a firm order for a particular vehicle via the Tesla website.

As things stand, they may only place a $100 deposit for a space in the queue—estimated by some to be as long as 1.8 million customers. 

“When they commit to specs, trim levels and PRICES, and start building units for customers, then we have something worth discussing,” posted one reader to the popular EV news site Electrek. “What’s depicted is nothing more than a publicity stunt.”

It could be reminiscent of the Tesla Semi.

More than half a year has elapsed since Musk took the stage to celebrate the first customer delivery of the heavy commercial truck. 

Since then there has been precious little information about supply and demand of the electric lorry and it still lacks an official price.

A regulatory recall revealed that just three dozen had been built through March 15th, while the company’s Q2 production and delivery statement earlier this month made no reference of any kind. 

This lends credence to the idea that the “Semi Delivery Event” was overhyped by Tesla for publicity purposes.

Musk, who last month conceded production of the Semi would not in fact ramp up until late 2024, has also warned that the Cybertruck would first reach volume production sometime next year. 

“I always like to downplay the start of production,” he said in late January during the Q4 earnings call. “It increases exponentially, but it’s always very slow at first. So I wouldn’t put too much thought in the start of production.”

Join us at the Fortune Workplace Innovation Summit May 19–20, 2026, in Atlanta. The next era of workplace innovation is here—and the old playbook is being rewritten. At this exclusive, high-energy event, the world’s most innovative leaders will convene to explore how AI, humanity, and strategy converge to redefine, again, the future of work. Register now.
About the Author
Christiaan Hetzner
By Christiaan HetznerSenior Reporter
Instagram iconLinkedIn iconTwitter icon

Christiaan Hetzner is a former writer for Fortune, where he covered Europe’s changing business landscape.

See full bioRight Arrow Button Icon

Latest in Tech

Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025

Most Popular

Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Fortune Secondary Logo
Rankings
  • 100 Best Companies
  • Fortune 500
  • Global 500
  • Fortune 500 Europe
  • Most Powerful Women
  • Future 50
  • World’s Most Admired Companies
  • See All Rankings
Sections
  • Finance
  • Fortune Crypto
  • Features
  • Leadership
  • Health
  • Commentary
  • Success
  • Retail
  • Mpw
  • Tech
  • Lifestyle
  • CEO Initiative
  • Asia
  • Politics
  • Conferences
  • Europe
  • Newsletters
  • Personal Finance
  • Environment
  • Magazine
  • Education
Customer Support
  • Frequently Asked Questions
  • Customer Service Portal
  • Privacy Policy
  • Terms Of Use
  • Single Issues For Purchase
  • International Print
Commercial Services
  • Advertising
  • Fortune Brand Studio
  • Fortune Analytics
  • Fortune Conferences
  • Business Development
About Us
  • About Us
  • Editorial Calendar
  • Press Center
  • Work At Fortune
  • Diversity And Inclusion
  • Terms And Conditions
  • Site Map
Fortune Secondary Logo
  • About Us
  • Editorial Calendar
  • Press Center
  • Work At Fortune
  • Diversity And Inclusion
  • Terms And Conditions
  • Site Map
  • Facebook icon
  • Twitter icon
  • LinkedIn icon
  • Instagram icon
  • Pinterest icon

Latest in Tech

sam altman
AIOpenAI
Sam Altman tells staff at an all-hands that OpenAI is negotiating a deal with the Pentagon, after Trump orders the end of Anthropic contracts
By Sharon GoldmanFebruary 27, 2026
4 hours ago
Future of Workthe future of work
Have good taste? It may just get you a job during the AI jobs apocalypse, says Sam Altman
By Marco Quiroz-GutierrezFebruary 27, 2026
4 hours ago
CybersecurityMeta
Trump’s FTC backs off social media regulation despite finding that nearly 20% of America’s children are online for 4 hours or more
By Catherina GioinoFebruary 27, 2026
5 hours ago
Emil Michael smirks
AIAnthropic
Emil Michael, the Silicon Valley exec turned Trump official leading the war against Anthropic, has deep ties to the tech world
By Lily Mae LazarusFebruary 27, 2026
5 hours ago
AIMilitary
Trump orders U.S. government to stop using Anthropic but gives Pentagon six months to phase it out while Hegseth adds supply-chain risk designation
By Jason MaFebruary 27, 2026
6 hours ago
Arts & EntertainmentHollywood
The battle over WBD left three big winners on Wall Street—while the thousands who lost out will remain behind the scenes
By Geoff ColvinFebruary 27, 2026
6 hours ago

Most Popular

placeholder alt text
Innovation
An MIT roboticist who cofounded bankrupt robot vacuum maker iRobot says Elon Musk’s vision of humanoid robot assistants is ‘pure fantasy thinking’
By Marco Quiroz-GutierrezFebruary 25, 2026
2 days ago
placeholder alt text
Success
Jeff Bezos says being lazy, not working hard, is the root of anxiety: ‘The stress goes away the second I take that first step’
By Sydney LakeFebruary 25, 2026
2 days ago
placeholder alt text
Commentary
'The Pitt': a masterclass display of DEI in action 
By Robert RabenFebruary 26, 2026
2 days ago
placeholder alt text
Economy
It’s more than George Clooney moving to France: America is becoming the ‘uncool’ country that people want to move away from
By Nick LichtenbergFebruary 27, 2026
19 hours ago
placeholder alt text
Success
Gen Z Olympic champion Eileen Gu says she rewires her brain daily to be more successful—and multimillionaire founder Arianna Huffington says it really does work
By Orianna Rosa RoyleFebruary 25, 2026
3 days ago
placeholder alt text
Economy
Trump claims America is ‘winning so much.’ The IMF agrees, adding that Trump’s trade policies are the only thing holding it back from even more
By Tristan BoveFebruary 26, 2026
1 day ago

© 2026 Fortune Media IP Limited. All Rights Reserved. Use of this site constitutes acceptance of our Terms of Use and Privacy Policy | CA Notice at Collection and Privacy Notice | Do Not Sell/Share My Personal Information
FORTUNE is a trademark of Fortune Media IP Limited, registered in the U.S. and other countries. FORTUNE may receive compensation for some links to products and services on this website. Offers may be subject to change without notice.