Despite the initial hype surrounding the Tesla Cybertruck, it’s the Ford F-150 Lightning that has taken the sales lead so far in 2025, reflecting shifting consumer preferences away from Tesla’s oddly styled electric pickup truck.
S&P Global Mobility data shows that the Lightning managed 7,913 sales in the first quarter, versus 7,126 for the Cybertruck – and the trend may be worsening for Tesla, as the gap with Ford grew the most in the final month of the quarter, by more than 400 sales. The sales figures are for the U.S. market.
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- Base Trim Engine
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EV
- Base Trim Transmission
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Automatic
- Base Trim Drivetrain
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All-Wheel Drive
- Base Trim Horsepower
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452 HP
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- Base Trim Engine
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EV
- Base Trim Transmission
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Automatic
- Base Trim Drivetrain
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All-Wheel Drive
- Base Trim Horsepower
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600 HP
- Base Trim Torque
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521 lb.-ft.
- Base Trim Battery Type
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Lithium ion battery
Next in line for electric pickup sales in the first quarter were the following vehicles, though it should be noted that the figures for these trucks are still much smaller compared to the Cybertruck and Lightning:
Cybertruck Sales Were Already Slowing In 2024
The result isn’t a huge surprise, as the trend actually started in 2024, which was the Cybertruck’s first full year on the market. After sales grew in each of the first three quarters of 2024, things took a turn in the fourth quarter. Cybertruck sales ended Q4 2024 with 12,991 units, down from 16,692 the previous quarter. Inventories have also been increasing, according to websites that track such info, which may explain why the automaker has started offering discounts.
The Cybertruck was still the best-selling electric pickup in 2024, with a total of 39,442 sales. The Lightning was second with 33,510 sales, and the Rivian R1T was third with 11,085.
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However, the initial buzz may never return. In addition to several recent recalls that have plagued the Cybertruck, the starting price is relatively high at $71,985 for a basic rear-wheel-drive version. In contrast, a relatively well-equipped Lightning starts at $65,190. Tesla originally promised a starting price of less than $40,000 for the Cybertruck, which helped generate a high volume of reservations that now aren’t translating into sales. Tesla also promised the option of a range-extender battery, though it was dropped from Tesla’s website in April and officially canceled not long after.
A Reflection Of Worsening Sales At Tesla
It’s not just the Cybertruck that’s experiencing declining sales at Tesla, as 2024 was the first year in which the automaker’s total sales were lower than in the previous year. The automaker reported 1.79 million sales for 2024, down from 1.81 million in 2023, representing a decline of about 1.1 percent.
While it’s easy to assume that there are political elements to Tesla’s waning popularity, there are other, potentially stronger forces weighing down Tesla’s sales performance. Tesla’s most popular model, the Model Y, received a facelift last year, and some buyers may have held off while waiting for the updated version.
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Tesla is also facing increased competition from both established brands and Chinese newcomers. This is especially the case in Europe, where Tesla’s sales in the first quarter of 2025 were down 38 percent from the same period a year ago, leaving it behind Volkswagen in EV sales for the region.
Sources: Automotive News, S&P Global Mobility
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