The Cybertruck isn't as popular as Tesla once envisioned. It still just got a $5,000 price hike.
On Tuesday, Tesla raised the prices of two trims of its angular pickup. The base Dual Motor Cybertruck now starts at $74,990, up from $69,990, while the Premium All-Wheel Drive trim rose to $84,990 from $79,990, according to the automaker's website.
The top-trim Cyberbeast kept its sticker price at a cool $99,990.
Raising prices may appear counterintuitive given the Cybertruck's sales. Cox Automotive estimated that Tesla sold 7,263 Cybertrucks in the US during the first half of 2026, down 32.2% from the same period last year. That remains far from the 250,000 annual deliveries CEO Elon Musk once said the truck would receive.
Seth Goldstein, a Morningstar analyst, told Business Insider that the increases could help Tesla offset higher material costs and protect its profit margins as it prepares for lower Cybertruck sales.
And, rather than pursuing mass-market volumes, Goldstein said Tesla appears prepared to keep the Cybertruck as a lower-volume luxury vehicle whose unusual design can command a premium. Earlier this year, the car company discontinued its only premium-focused vehicles, the Model X SUV and Model S sedan.
"Tesla is keeping the Cybertruck as a higher-priced vehicle within the luxury auto market," he said, "even if it means more limited volumes going forward."
Tesla didn't respond to a request for comment from Business Insider.
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Ben Shimkus is a reporter for the Business News desk. He writes about cars, transportation, retail, and jobs. Ben's reporting has appeared in Rolling Stone, The Verge, Automotive News, USA Today, AutoBody News, LGBTQ Nation, TopSpeed, and Out Magazine. He's also held staff writing positions at The U.S. Sun and the Daily Mail. He graduated from NYU with a Master's in journalism in 2024. Email Ben at [email protected] or message him privately on Signal at bshimkus.41.
