Tesla appears to be launching one more salvo in its bid to boost flagging Cybertruck sales and popularity, saying this week it will now offer the model in a new international market.
The company announced its South Korea launch with regional branding on X, linking to an official statement on Korea’s top app, Naver. The move underscores Tesla’s intent to solidify its presence in Asia, where demand for high-end electric vehicles continues to grow.
Interestingly, Tesla also appears to be trying to rebrand the Cybertruck: The Korean launch positions the Cybertruck as more than just a utility vehicle, but instead a premium, futuristic product that is “luxury status symbol.”
That marketing pivot may be tailored to South Korea’s style-conscious and tech-savvy market, where innovation and striking design are highly valued.
One key part of offering a luxury brand? Making sure it has scarcity and heated competition. Orders for the South Korean Cybertruck are now being collected within the strict window between Aug. 29 and Sept. 4, with deliveries expected later this year.
Unlike the initial U.S. rollout, buyers in Korea are not receiving any special packages, but the vehicle’s price is around $100,000. That is slightly above U.S. pricing, a boost the company says is primarily due to shipping and tariffs from Giga Texas.
Is the Cybertruck officially a bust?
The Cybertruck’s rocky history has continued its downward trajectory as the year has developed, highlighted by a 50% plunge in sales compared to last year. Now, rebranding it as a different type of vehicle abroad and crashing resale values are continuing to cast doubt on its long-term prospects.
It didn’t start out this way.
Unveiled in 2019 with claims of bulletproof windows and indestructibility, the market and Tesla fan boys had high hopes the futuristic truck. But the vehicle’s production delays and underwhelming market performance have been clear signs it has struggled to meet the hype. Despite the buzz, in Q2 2025, Tesla sold only about 4,300 units, a steep decline that reflects waning consumer enthusiasm.
The model has also been hit with a number of quality and recall issues. In March, U.S. regulators issued a recall for nearly all Tesla Cybertrucks currently on the road, marking the eighth such recall since deliveries began just over a year ago.
That recall was prompted by concerns that an exterior stainless steel strip—known as the cant rail assembly—that runs along the sides of the windshield can detach during driving. The detachment poses a serious safety hazard, increasing the risk of debris hitting other vehicles and potentially leading to crashes, NHTSA officials said.
Tesla is having a rough time domestically
Meanwhile, in the U.S., Tesla faces mounting challenges.
The company’s efforts to revive its once-scorching stock have gained some momentum, boosted by signs that U.S. interest rates may soon be cut. But it continues to face conflicting headwinds over the various parts of its business and how well each is doing.
Today alone, Tesla (TSLA) stock has whipsawed all day, as traders tried to digest news that weekly registrations in China have dropped and price that into excitement about a major expansion of its autonomous ride-hailing service in Texas.
Tesla’s stock has gained over 30% this year, driven by optimism about its AI investments and autonomous vehicle ambitions. Yet, the company remains under investor scrutiny amid declining sales in China and a perceived overvaluation.
The expiration of the federal EV tax credit on Oct. 1 has added some urgency to last-minute buyers, with Tesla heavily promoting the savings and its autonomous features.
We’ve tracked the tech sector‘s collective highs and lows closely this week: Following Fed Chair Jerome Powell’s recent remarks, stocks surged and Bitcoin rose above $114,700, and Ethereum climbed to nearly $4,600. That’s lead some traders to lean toward an imminent shift towards lower borrowing costs, which could further inflate risk assets.
Will the Cybertruck survive?
As Tesla attempts a global expansion and rides the wave of market optimism, the true test for the Cybertruck—and Elon Musk’s increasingly stratospheric visions—remains ahead.
Will the recent rally sustain once the government incentives vanish and the initial hype fades? For now, the vehicle’s future remains uncertain, with critics questioning whether the Cybertruck was ever destined to deliver on its sci-fi promises.