The Tesla Cybertruck becomes instant celebrity in China

China is not a country of pickup trucks. China is the world’s largest automotive market, and in 2023, sales accelerated to a record 30.09 million units, approximately 512,000 of which were pickup trucks. This means that in 2023, pickup trucks accounted for just about 1.7% of the Chinese auto market.

Part of this is due to the fact that pickup trucks are classified as light trucks in China, so they face restrictions compared to passenger cars like the Model Y. Pickup trucks are required to drive on the rightmost “slow” lane on highways, and they are only allowed to travel up to 100 kph (62 mph). They are subjected to mandated scrapping after 15 years as well, and some Chinese cities impose limitations on pickups entering urban areas.

One could then not be faulted for stating that the Tesla Cybertruck looks like a pretty bad fit for China. Pickup trucks are not popular at all in the country, and the Cybertruck is very expensive to begin with. With this in mind, it does seem that bringing the Cybertruck to China, where it is not even sold today, was an exercise in futility. But as per videos taken of the vehicle amidst the Cybertruck’s multi-city tour, it appears that bringing the all-electric pickup truck to China may very well have been worth it.

The reasons for this insane reaction could be a variety of things, though Tesla bulls such as Wall Street veteran and The Future Fund Managing Partner Gary Black have noted in the past that a vehicle like the Cybertruck will have a “halo effect” of sorts. The vehicle’s current reception in China, where the Cybertruck may not even be sold at all, suggests that this halo effect is very much present.