Tesla Is Failing Upward
Despite declining sales and controversies surrounding Elon Musk, Tesla remains the dominant force in the US electric vehicle market. The company's continued market share is attributed more to the struggles of traditional automakers than to its own recent product successes.
Why it matters
Tesla's resilience in the EV market despite brand damage provides insight into the competitive landscape of the automotive industry.
Elon Musk’s company is quietly becoming even more important to the future of electric cars in America.
Illustration by Matteo Giuseppe Pani / The Atlantic. Sources: Kevin Dietsch / Getty; Chris Jung / NurPhoto / Getty. July 24, 2026, 11:58 AM ET Share Save Nothing captures the decline of Tesla better than the Cybertruck. When the stainless-steel pickup hit the road in 2023, Tesla was the world’s biggest electric-car company. At the time, Elon Musk predicted that he’d eventually sell 250,000 Cybertrucks a year. In the first half of 2026, according to one estimate, Tesla sold roughly 7,000.
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