Last night Tesla unveiled what is arguably its most compelling Cybertruck yet, a Dual Motor All-Wheel Drive (AWD) variant priced at US$59,990. The announcement generated a lot of excitement as this new variant finally felt like Tesla had gotten the right mix of performance, range, and value compared the original 2019 price and specs for the Dual Motor variant.
However, just hours after revealing the new variant, Elon Musk has muddied the waters by announcing the new variant is “only for the next 10 days,” immediately raising more questions than answers.
What Happens After 10 Days?
Neither Tesla nor Musk have provided further clarification, leaving fans and potential buyers to speculate. Several possibilities come to mind:
- The price increases after the 10-day window (most likely)
- The configuration disappears entirely (possible)
- The truck returns later as a different trim (less likely)
- Tesla transitions the Cybertruck to an autonomous delivery vehicle (who knows?)
- Or, in a more extreme scenario, the Cybertruck program is canned altogether (sales are trending this way)
Without details, uncertainty becomes part of the purchasing decision. Limiting availability to 10 days introduces a strong sense of urgency. Buyers who have been waiting for a more reasonably priced Cybertruck may feel pressure to act quickly for fear of missing out.
However, this also complicates what could otherwise be a straightforward demand test, as others won’t pull the trigger due to the uncertainty of what happens after 10 days.
If Tesla is genuinely attempting to measure interest at this price point, artificially restricting availability changes the equation. Either reaction distorts the true level of demand. In other words, if this is a demand experiment, it’s not a clean one. A better approach would have been to launch the sub-$60K Cybertruck and observe the natural market response without imposing an artificial deadline.
Tesla has a history of dynamic pricing and rapid lineup adjustments. This 10-day window could simply be another example of the company experimenting with pricing strategy in real time. But without clarity, speculation fills the gap.
Is this a temporary promotional offer? A prelude to a price hike? A way to generate headlines and spike short-term orders? Or something more structural within the Cybertruck program? At this point, no one outside Tesla knows.
What is clear is that introducing uncertainty around what many see as the “right” Cybertruck risks undercutting what should have been a clean, confidence-building moment for the program.
