In March, S&P Global Mobility data revealed the Ford F-150 Lightning, Rivian R1T, and Tesla Cybertruck as the top electric pickup trucks in terms of popularity. The Cybertruck had 1,158 new registrations, making it the second-best-selling electric pickup truck after the F-150 Lightning, which had 2,893 registrations. However, the Rivian R1T lagged behind with only 548 new registrations during the same period.

Tesla began delivering the Cybertruck in November, with the first dozen owners receiving their vehicles on November 30. Despite Tesla not disclosing the total number of Cybertrucks delivered, a recall earlier this year for around 3,878 vehicles produced between November and April indicated that this was essentially all of the models produced during that time frame.

Prior to delivery event there were approximately 2 million reservations for Cybertruck making it a popular status symbol among celebrities. However some reservation holders expressed hesitation after vehicle was presented with higher costs and lower range than initially advertised in 2023.

Both Ford and Tesla have been impacted by an industry-wide slowdown in electric vehicle sales. Tesla saw its first year-over-year quarterly decline since 2020 in April while Ford announced plans to reduce its workforce at factory producing F-150 lightning in March.