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Tesla’s unique strategy regarding crucial Cybertruck details is the best ad there is
Tesla has had a unique strategy with the all-electric Cybertruck since it was first unveiled four years ago in Los Angeles. It might be the best advertisement there is.
For the past few years, Tesla has not tipped its hand with certain details regarding the pickup, and some might argue they are the most crucial parts of a vehicle’s buildup, especially for an EV: price, trim levels, and range.
It is an ongoing strategy that has been keeping the Cybertruck in the public discussion of the entire automotive sector for the last few years as the prices have gone from $39,990, $49,990, and $69,990, to whatever your best guess is.
A company that has been headstrong against the prospect of advertising, Tesla knows how to stimulate consumer discussion around itself. After all, its CEO Elon Musk also owns X, which less than a year ago was known as Twitter. Musk is no stranger to being in a headline, and he knows how to get people talking. Perhaps a genius in advertising, too, the CEO has everyone buzzing about what the Cybertruck will cost and how long it will go on a single charge.
Credit: Tesla Inc.
But this might be exactly the buzz Tesla and Musk want, even if it is keeping the most loyal fans in the dark about the particulars of what is its most unique vehicle yet. Even those who are not EV enthusiasts and have no interest in the Cybertruck want to know what a stainless steel-covered pickup will cost and what its capabilities are.
Instead of spending hundreds of thousands of dollars on ads and millions more on an general advertising budget, there is the advantage of curiosity that Tesla has shamelessly adopted and used to its advantage, all leading up to this Thursday. It is no secret that pricing is likely going to be different than what it was in 2019. Too much has changed from a macroeconomic perspective.
But the jury is still deliberating on what this strategy entails. Has it worked on creating buzz? Obviously. Is it fair to the consumer? Not necessarily.
Tesla CEO Elon Musk unveils futuristic Cybertruck in Los Angeles, Nov. 21, 2019 (Photo: Teslarati)
There are no products that come to mind for me when I think of an imminent launch and lack of details in terms of pricing and capabilities. Imagine if Apple reworked the iPhone and decided to keep the price a secret, at least until hundreds of people lined up outside of their stores and showed up to buy it, only guessing what their credit card bill would be the following month.
With a car, it’s obviously different. It’s a long-term payment structure because the truck is going to cost tens of thousands, much more than an iPhone. Even still, this argument can be used to support the counterargument: if people are going to spend this much on a vehicle, isn’t there a reason for them to have an idea of how much they will pay?
This leads to several ideas about the delivery event this Thursday in Austin. As the Cybertruck’s Certificate of Conformity, Certificate Information, and Application have yet to be published by the EPA, it is interesting to think about who exactly will be taking delivery of the Cybertruck this week. It might be influencers who were sworn to secrecy by an NDA, it could be employees, and of course, it could be regular people who just happened to place a reservation very early, perhaps just moments after the configurator was launched.
Credit: Joe Tegtmeyer | X
Whoever does get their hands on an early Cybertruck build will be lucky, as rumors of between 10 and 30 units being delivered on Thursday have both circulated. There are at least a million orders for the Cybertruck, Musk said on the most recent Earnings Call.
No matter what happens, the Cybertruck has been an advertisement in itself, and it has concentrated the entire automotive industry’s attention this week. All eyes are on Tesla and the Cybertruck, as a vehicle four years in the making is finally here, and it is perhaps the best advertisement the automaker could have ever had for itself.
Don’t hesitate to contact us with tips! Email us at tips@teslarati.com, or you can email me directly at joey@teslarati.com.
Elon Musk
Tesla begins expanding Robotaxi access: here’s how you can ride
You can ride in a Tesla Robotaxi by heading to its website and filling out the interest form. The company is hand-picking some of those who have done this to gain access to the fleet.

Tesla has begun expanding Robotaxi access beyond the initial small group it offered rides to in late June, as it launched the driverless platform in Austin, Texas.
The small group of people enjoying the Robotaxi ride-hailing service is now growing, as several Austin-area residents are receiving invitations to test out the platform for themselves.
The first rides took place on June 22, and despite a very small number of very manageable and expected hiccups, Tesla Robotaxi was widely successful with its launch.
Tesla Robotaxi riders tout ‘smooth’ experience in first reviews of driverless service launch
However, Tesla is expanding the availability of the ride-hailing service to those living in Austin and its surrounding areas, hoping to gather more data and provide access to those who will utilize it on a daily basis.
Many of the people Tesla initially invited, including us, are not local to the Austin area.
There are a handful of people who are, but Tesla was evidently looking for more stable data collection, as many of those early invitees headed back to where they live.
The first handful of invitations in the second round of the Robotaxi platform’s Early Access Program are heading out to Austin locals:
I just got a @robotaxi invite! Super excited to go try the service out! pic.twitter.com/n9mN35KKFU
— Ethan McKanna (@ethanmckanna) July 1, 2025
Tesla likely saw an influx of data during the first week, as many traveled far and wide to say they were among the first to test the Robotaxi platform.
Now that the first week and a half of testing is over, Tesla is expanding invites to others. Many of those who have been chosen to gain access to the Robotaxi app and the ride-hailing service state that they simply filled out the interest form on the Robotaxi page of Tesla’s website.
That’s the easiest way you will also gain access, so be sure to fill out that form if you have any interest in riding in Robotaxi.
Tesla will continue to utilize data accumulated from these rides to enable more progress, and eventually, it will lead to even more people being able to hail rides from the driverless platform.
With more success, Tesla will start to phase out some of the Safety Monitors and Supervisors it is using to ensure things run smoothly. CEO Elon Musk said Tesla could start increasing the number of Robotaxis to monitors within the next couple of months.
Elon Musk
Tesla analyst issues stern warning to investors: forget Trump-Musk feud

A Tesla analyst today said that investors should not lose sight of what is truly important in the grand scheme of being a shareholder, and that any near-term drama between CEO Elon Musk and U.S. President Donald Trump should not outshine the progress made by the company.
Gene Munster of Deepwater Management said that Tesla’s progress in autonomy is a much larger influence and a significantly bigger part of the company’s story than any disagreement between political policies.
Munster appeared on CNBC‘s “Closing Bell” yesterday to reiterate this point:
“One thing that is critical for Tesla investors to remember is that what’s going on with the business, with autonomy, the progress that they’re making, albeit early, is much bigger than any feud that is going to happen week-to-week between the President and Elon. So, I understand the reaction, but ultimately, I think that cooler heads will prevail. If they don’t, autonomy is still coming, one way or the other.”
BREAKING: GENE MUNSTER SAYS — $TSLA AUTONOMY IS “MUCH BIGGER” THAN ANY FEUD 👀
He says robotaxis are coming regardless ! pic.twitter.com/ytpPcwUTFy
— TheSonOfWalkley (@TheSonOfWalkley) July 2, 2025
This is a point that other analysts like Dan Ives of Wedbush and Cathie Wood of ARK Invest also made yesterday.
On two occasions over the past month, Musk and President Trump have gotten involved in a very public disagreement over the “Big Beautiful Bill,” which officially passed through the Senate yesterday and is making its way to the House of Representatives.
Musk is upset with the spending in the bill, while President Trump continues to reiterate that the Tesla CEO is only frustrated with the removal of an “EV mandate,” which does not exist federally, nor is it something Musk has expressed any frustration with.
In fact, Musk has pushed back against keeping federal subsidies for EVs, as long as gas and oil subsidies are also removed.
Nevertheless, Ives and Wood both said yesterday that they believe the political hardship between Musk and President Trump will pass because both realize the world is a better place with them on the same team.
Munster’s perspective is that, even though Musk’s feud with President Trump could apply near-term pressure to the stock, the company’s progress in autonomy is an indication that, in the long term, Tesla is set up to succeed.
Tesla launched its Robotaxi platform in Austin on June 22 and is expanding access to more members of the public. Austin residents are now reporting that they have been invited to join the program.
Elon Musk
Tesla surges following better-than-expected delivery report
Tesla saw some positive momentum during trading hours as it reported its deliveries for Q2.

Tesla (NASDAQ: TSLA) surged over four percent on Wednesday morning after the company reported better-than-expected deliveries. It was nearly right on consensus estimations, as Wall Street predicted the company would deliver 385,000 cars in Q2.
Tesla reported that it delivered 384,122 vehicles in Q2. Many, including those inside the Tesla community, were anticipating deliveries in the 340,000 to 360,000 range, while Wall Street seemed to get it just right.
Tesla delivers 384,000 vehicles in Q2 2025, deploys 9.6 GWh in energy storage
Despite Tesla meeting consensus estimations, there were real concerns about what the company would report for Q2.
There were reportedly brief pauses in production at Gigafactory Texas during the quarter and the ramp of the new Model Y configuration across the globe were expected to provide headwinds for the EV maker during the quarter.
At noon on the East Coast, Tesla shares were up about 4.5 percent.
It is expected that Tesla will likely equal the number of deliveries it completed in both of the past two years.
It has hovered at the 1.8 million mark since 2023, and it seems it is right on pace to match that once again. Early last year, Tesla said that annual growth would be “notably lower” than expected due to its development of a new vehicle platform, which will enable more affordable models to be offered to the public.
These cars are expected to be unveiled at some point this year, as Tesla said they were “on track” to be produced in the first half of the year. Tesla has yet to unveil these vehicle designs to the public.
Dan Ives of Wedbush said in a note to investors this morning that the company’s rebound in China in June reflects good things to come, especially given the Model Y and its ramp across the world.
He also said that Musk’s commitment to the company and return from politics played a major role in the company’s performance in Q2:
“If Musk continues to lead and remain in the driver’s seat, we believe Tesla is on a path to an accelerated growth path over the coming years with deliveries expected to ramp in the back-half of 2025 following the Model Y refresh cycle.”
Ives maintained his $500 price target and the ‘Outperform’ rating he held on the stock:
“Tesla’s future is in many ways the brightest it’s ever been in our view given autonomous, FSD, robotics, and many other technology innovations now on the horizon with 90% of the valuation being driven by autonomous and robotics over the coming years but Musk needs to focus on driving Tesla and not putting his political views first. We maintain our OUTPERFORM and $500 PT.”
Moving forward, investors will look to see some gradual growth over the next few quarters. At worst, Tesla should look to match 2023 and 2024 full-year delivery figures, which could be beaten if the automaker can offer those affordable models by the end of the year.
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