Tesla Korea officially launched the electric pickup truck "Cybertruck" on the 29th, amid reports of some reservation holders, who have waited several years after pre-ordering, deciding to cancel their purchases. The high price in the mid-100 million won range and the vehicle's driving and management practicality not being suitable for domestic road conditions seem to be the stumbling blocks.
Tesla Korea announced that it will conduct priority purchases exclusively for existing reservation holders from today until the 4th of next month. During this period, it is necessary to pay a deposit and confirm the order. From the 5th of next month, orders from general customers will be accepted, with vehicle deliveries expected by the end of November.
The Cybertruck, Tesla's first pickup truck, was released in the U.S. at the end of 2023 and is being launched in Korea about a year and a half later. The trims are divided into all-wheel drive (AWD) and Cyberbeast. The driving range per charge is currently undergoing government certification, with a maximum of 520 km and 496 km, respectively.
After its initial reveal in 2019, the Cybertruck gained significant attention in Korea with a high pre-order rate, but as the launch approaches, cancellation of orders is occurring. Tesla plans to establish itself not just as a simple pickup truck but as a premium electric vehicle (EV) through its unique design and performance, yet practical variables are becoming obstacles to popularization.
The domestic selling price of the Cybertruck is set at 145 million won for the all-wheel drive variant and 160 million won for the Cyberbeast. At the time of its U.S. launch, the price was $80,000 (about 11 million won) for the AWD and $100,000 (about 14 million won) for the Cyberbeast, making the Korean prices higher. Currently, the AWD is being sold at a slightly reduced price of $72,490 (about 10 million won), while the Cyberbeast is priced at $114,990 (about 16 million won).
When Tesla unveiled the Cybertruck in November 2019, it presented a price range of $39,900 to $69,990 (around 55 million to 97 million won). The Cybertruck has received online pre-orders worldwide, including in Korea, accumulating a total of 2 million reservations.
Many posts about the high price appear on Tesla and electric vehicle-related online communities. One community user said, "I waited for years, but I ultimately canceled due to the price. It is surprising that the domestic price is higher than the U.S. launch price." The deposit for the Cybertruck is 19.9 million won, comparable to that of supercars like Lamborghini.
The Cybertruck, classified as a freight vehicle under the Automobile Management Act, can benefit from tax deductions such as the special consumption tax. However, under the current Road Traffic Act, freight vehicles are not permitted to drive in the first lane of highways, and the first vehicle inspection period is shorter at 2 years compared to 5 years for passenger cars.
Concerns have been raised that the vehicle size does not fit the domestic road and parking environment. The Cybertruck, which falls into the category of full-size pickup trucks in the U.S., has a length of about 5,885 mm, a width of 2,027 mm, and a height of 1,905 mm, with a curb weight reaching 5 tons. It may be difficult to navigate crowded urban areas like Seoul or use common parking spaces in apartments due to the narrow road width.
The Cybertruck is also being shunned in the U.S., the birthplace of pickup trucks, due to vehicle management and quality issues. Unlike conventional vehicles covered with multiple layers of paint and coating, the Cybertruck, made of steel alloy, is criticized for easily showing fingerprints and stains, making washing cumbersome. It has undergone eight recalls within a year of its release, exposing manufacturing defects.
Sales in the U.S. are also sluggish. According to market research firm Cox Automotive, as of now, the cumulative sales of the Cybertruck since its first delivery at the end of November 2023 have only reached about 52,000 units. This translates to an annual sales figure of about 20,000 units, which falls far short of Tesla's stated production goal of over 250,000 units annually.