Rivian, meanwhile, projects it will ship 52,000 vehicles in 2023. While the Cybertruck is a unique product, Tesla has lost any early mover advantage. And the under $40K pricing seems to be history. The latest prices announced at the launch event start at $61K. Cybertruck Delivery Event Even the launch event suffered from a few startup issues. It began more than twenty minutes late, apparently due to Musk’s late arrival. Then, he decided to speak from the truck’s rear bed, which put his head in shadow. Recalling the 2019 event where two “breakproof” windows were shattered by steel balls, the demo truck windows successfully repelled a couple of thrown baseballs. Videos of the Cybertruck surviving machine gun fire and a Joe Rogan steel-tipped arrow emphasized the truck’s toughness. Another video showed the Cybertruck outpulling electric trucks from Rivian and Ford as well as a heavy-duty Ford diesel. Amusingly, Musk showed a video of a Cybertruck handily beating a Porsche 911 in a drag race... while towing another Porsche 911. Finally, Musk began handing keys to a handful of new Cybertruck owners. The trucks themselves were driven through the reception line by staff drivers, avoiding any mishaps from excited owners unfamiliar with the vehicle’s controls. The Cybertruck Path to Success Despite the vehicle’s late start, it’s too early to write off the Cybertruck. Notwithstanding the chaos at X, Musk has a history of getting products out the door. The products may be late and more expensive than expected, but they do ship. The Cybertruck’s design is off-putting for some, looking like a cross between something Blade Runner and Death Race 2000. But its striking appearance will certainly attract attention and guarantees high demand from buyers who want to stand out. Its strong performance numbers will create additional demand from enthusiasts. But, we won’t see construction site parking lots filled with Cybertrucks any time soon. Its pricing and design will limit its market to those who can afford an eye-catching truck. Got a couple of expensive show horses you need to haul around in a trailer? A Cybertruck in front will get more attention than a Chevy Silverado or Ford F-450. And, today many pickups are purchased by buyers who will never haul more than groceries but like the idea of driving a big, fancy truck. The Cybertruck can capture some of these buyers, too. The real key will be how quickly Tesla can ramp up production. They delivered a half-dozen trucks on camera today, but they need to scale to tens of thousands quickly.