特斯拉的Cybertruck自2023年推出以来，销量一直不尽如人意。这款“末日防护”卡车因其巨大的尺寸和重量，在北美以外的市场销售困难重重。近日，特斯拉工程副总裁透露，公司正考虑推出一款尺寸更小的皮卡车型，以满足不同市场需求。Cybertruck的预测销量远未达到马斯克设定的目标，其高昂的定价和严格的国际车辆法规也限制了其海外扩张。此次小型皮卡计划的提出，或许是特斯拉为应对整体销售下滑、寻找新的增长点而采取的策略调整。

📈 Cybertruck销量不达预期，国际市场推广受阻：自2023年推出以来，Cybertruck在美国本土的销量远低于预期，且因其巨大的尺寸和重量，在对车辆尺寸和法规要求严格的中国和欧洲市场推广困难，导致其国际扩张缓慢。

⚖️ 尺寸与法规是主要挑战：Cybertruck超过6000公斤的重量以及棱角分明的独特设计，使其在许多国家难以符合当地的道路安全和法规要求。例如，在英国曾有Cybertruck因不符合上路规定被警方扣押，在欧盟也需要进行改装才能上路。

💡 考虑推出小型皮卡以拓展市场：特斯拉工程副总裁Lars Moravy表示，公司内部一直在设计工作室讨论推出小型皮卡的可能性，以期服务更广泛的市场需求，尤其是在国际市场，小型皮卡可能更受欢迎。

💲 定价与市场预期存在差距：Cybertruck的初期定价接近10万美元，远高于2019年埃隆·马斯克提出的39,900美元。目前最便宜的版本起售价也超过6万美元，高昂的价格进一步限制了其市场接受度。

📉 应对特斯拉整体销售下滑趋势：Cybertruck销售不佳，加上特斯拉第二季度销量同比下滑13.5%，显示出公司整体销售面临挑战。推出小型皮卡可能成为特斯拉扭转销售颓势、提升市场份额的一种策略。

Tesla's Cybertruck has been a major sales disappointment since it launched in 2023.The "apocalypse-proof" truck is so big and heavy that it is very difficult to sell outside the US.Now, Tesla's engineering VP has said that the EV giant is considering building a smaller pickup truck.

Elon Musk's "apocalypse-proof" Cybertruck has been a major disappointment, but it could be about to get a smaller sibling.

Lars Moravy, Tesla's engineering VP, said in an interview on Saturday that the EV giant is considering making a smaller pickup truck, as sales of the beefy science-fiction-inspired Cybertruck continue to struggle.

"We always talked about making a smaller pickup," said Moravy, in response to a question about whether Tesla needed a mini version of the Cybertruck for international markets.

"I think in the future, as more and more of the robotaxi comes into the world, we look at those options and we think about, OK, that kind of service is useful not just for people, but also for goods," Moravy, who was speaking at an event hosted by Tesla owners and investors in California, added.

"We've definitely been churning in the design studio about what we might do to serve that need for sure."

Tesla did not immediately respond to a request for comment on Moravy's interview, which was sent outside regular US working hours.

The Cybertruck was launched with a huge fanfare in 2023, with Tesla CEO Elon Musk predicting the automaker could sell over 250,000 of the "apocalypse-proof" trucks a year.

However, those stratospheric sales have failed to materialize. Tesla has shifted around 11,000 Cybertrucks in the US so far this year, after selling nearly 39,000 over the whole of 2024, per data from Cox Automotive.

The futuristic pickup launched in the US with a price tag close to $100,000, far above the $39,900 Elon Musk suggested back in 2019. The cheapest version now starts at over $60,000.

The Cybertruck is also not available in China and Europe, Tesla's biggest markets outside the US. Both markets have strict vehicle regulations that make selling big and bulky pickups like the Cybertruck — which weighs over 6,000kg — extremely difficult.

One of the first Cybertrucks to appear in the UK was seized by police earlier this year for not being road-legal, while another that was registered in the European Union had to be modified to soften the trapezoid truck's notoriously sharp edges.

Tesla has expanded Cybertruck sales to Canada and Mexico, and in April announced it would begin selling the pickup in Saudi Arabia, the UAE and Qatar.

The Cybertruck's slow sales and slower international expansion suggest it will be little help in turning around Tesla's sales slump. The EV giant said earlier this month that second-quarter sales had fallen 13.5%, its second year-over-year decline in a row.