The Cybertruck is seen as “vital to keeping Tesla fans within the brand” by Kent Chiu, associate director of consulting services at S&P Global Mobility<\/em>, which tracks Tesla loyalty data. Other Tesla products that would expand the portfolio are also seen as vital for the brand to maintain its high loyalty rate.<\/p>\n “The Cybertruck, a second-gen Roadster and a vehicle positioned below the Model 3 have all been promised and should migrate existing owners up or perhaps sideways within the brand. Now, Tesla needs to get them to market,” Chiu said in a September 13 blog post.<\/p>\n Tesla’s overall loyalty rate is 68 percent, far above the industry’s average luxury brand loyalty rate of 46 percent. This means that just 32 percent of owners leave Tesla to buy a new vehicle.<\/p>\n The loyalty rate rises to a spectacular 90 percent when Tesla owners specifically purchase a battery-electric vehicle \u2013 only 10 percent of Tesla owners leave the brand to buy an EV from another carmaker.<\/p>\n While the Cybertruck’s wild styling make it an unusual vehicle, current Tesla owners appear to be eagerly awaiting its debut. A survey of Model 3 owners published by Bloomberg<\/em> in July revealed that about half of those planning to buy a new vehicle in the next two years said they were considering a Cybertruck. More than 7,000 verified Model 3 owners completed the survey.<\/p>\n It’s likely that many Model Y owners think the same, especially since they can only upgrade to a Model S or Model Y at the moment, and those are much more expensive vehicles starting around $75,000 and $80,000, respectively. Mind you, one of the big unknowns regarding the Cybertruck is pricing.<\/p>\n![](\"https:\/\/cdn.motor1.com\/images\/static\/16x9-tr.png\")
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