If Cybertruck catches on, it could easily sell millions of units in the USA and Canada alone. In North America pickup trucks and SUVs outsell the rest of the vehicle market combined. It’s more than 10 million trucks and SUVs per year in the US alone. Thus far Tesla has captured ~30% market share in the USA in every segment they’ve entered (large luxury sedans, large luxury SUVs, midsize luxury sedans, midsize luxury crossovers). Americans and Canadians will pay ridiculous money they don’t even have to buy big trucks and SUVs. There’s plenty of market for a $60k Cybertruck, especially considering the fuel and maintenance savings compared to an F-150 or Tahoe.
Also, Tesla vehicle longevity increasingly is being recognized by customers. Tesla Economist has discussed recently. If the new batteries and powertrains actually can last for decades of typical use, and if the crash avoidance software continues to improve so that becomes less likely as a cause of the car’s demise, then the amortized lifetime ownership cost of having a $60k Tesla could actually be quite low.
If it can be reasonably expected to last 20 years and 300k miles and remain in good condition (conservative in my opinion) then the amortized annual hardware cost is $3k and the per-mile hardware cost is $0.20/mile. The vehicle might last even longer, especially for deterioration caused by driving instead of time/weather. There would be more costs such as tires, registration fees, insurance, and maybe getting a fresh paint job and interior refresh, but overall it’s cheaper than the total cost of ownership of an average car today which is usually $0.60/mile for something like a Honda CR-V or Toyota Camry.
One owner doesn’t necessarily need to own the car that long for the longevity to affect the marketplace. It would show up in the slow depreciation and favorable resale value. Or, leasing may become more popular. Tesla could own the car for 20 years and lease it for like $300/month while still making excellent profit margins because if the vehicle only cost Tesla $40k to produce and deliver, their average monthly cost would be around $200/month. $300/month lease is about the average for the car market right now and far below typical prices for luxury car leases.