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.
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