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Analyst Challenges Tesla Strategy: Calls for Cybertruck Discontinuation Over Model S and Model X
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Jan 29, 2026
Quick Summary: Gary Black vs. Elon Musk on Tesla's Product Strategy
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The analyst: Gary Black, Managing Partner, The Future Fund — long-time Tesla observer; divested TSLA holdings but continues coverage
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Black's argument: Discontinue Cybertruck (10K units, negative brand equity) — keep Model S/X (30K units combined, highly profitable, strong repeat loyalty)
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Black's quote: "Why not discontinue CT and convert S/X to be fully autonomous?"
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Musk's counter: Model S/X are not part of Tesla's autonomy future; Fremont Factory floor space going to Optimus Gen 3 robot production; Cybertruck essential for autonomous goods transport
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The discontinuation signal: Model S and Model X removed from referral program — official end of era confirmed
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Cybertruck's survival rationale: Autonomous goods hauler; best-selling electric pickup despite "underwhelming" sales vs. pre-order hype; transitioning to autonomous line
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The core tension: Traditional investment logic (keep cash cows) vs. Musk's timeline (human-driven cars are obsolete relics)
Gary Black, Managing Partner of The Future Fund, has publicly challenged Tesla's decision to wind down the Model S and Model X — arguing that the Cybertruck, not the legacy luxury vehicles, should face discontinuation. His critique centers on brand equity, unit economics, and the risk of abandoning a loyal, high-value customer base. Elon Musk's counter: the future is autonomous, and the Model S/X don't fit that future. Here's the full breakdown of both sides.
"IMHO it's a mistake to keep Tesla Cybertruck which has negative brand equity and sold 10,000 units last year, and discontinue S/X which have strong repeat brand loyalty and together sold 30K units and are highly profitable. Why not discontinue CT and convert S/X to be fully autonomous?" — Gary Black, The Future Fund
The Numbers: Model S/X vs. Cybertruck
| Metric |
Model S + Model X (Combined) |
Cybertruck |
| Annual units (referenced period) |
~30,000 |
~10,000 |
| Profitability |
Highly profitable — among highest margins in Tesla lineup |
Expensive to manufacture; stainless steel + 4680 cells create high cost floor |
| Brand equity (Black's assessment) |
Strong repeat loyalty; halo products that defined the EV era |
"Negative brand equity" — polarizing design; cult following but significant detraction |
| Market position |
Luxury sedan + luxury SUV — segments Tesla dominated for a decade |
Best-selling electric pickup — but underperforming vs. massive pre-order hype |
| Tesla's decision |
Discontinuing — removed from referral program; Fremont lines retooling for Optimus |
Surviving — transitioning to autonomous goods hauler role |
Gary Black's Case: Keep S/X, Cut Cybertruck
| Black's Argument |
Supporting Logic |
| S/X are cash cows |
30K units at high margins vs. 10K Cybertrucks at thin or negative margins — traditional investment logic: keep profitable assets, cut experiments |
| Repeat loyalty is irreplaceable |
S/X owners upgrade within the lineup; removing these vehicles forces high-value customers to Lucid, Mercedes-Benz, or Porsche — ceding a segment Tesla dominated for a decade |
| S/X could be converted to autonomy |
Black argues the Model S and X could be retrofitted for autonomous operation — maintaining the luxury clientele while advancing the technology; no need to choose between the two |
| Cybertruck's negative brand equity is a liability |
Model S created a "halo effect" — made EVs aspirational. Cybertruck acts as a "wedge" — splits the consumer base; polarizing design has struggled to win over conventional truck buyers who prioritize utility over aesthetics |
Musk's Counter: The Autonomy Imperative
| Musk's Rationale |
Detail |
| "Honorable discharge" for S/X |
Musk acknowledged the historical importance of Model S and X but stated they no longer fit Tesla's primary mission — the company is now an AI and robotics firm, not just an automaker |
| Fremont floor space → Optimus Gen 3 |
Manufacturing space currently occupied by S/X lines is being retooled for Optimus Gen 3 humanoid robot production — Musk believes robots will eclipse the automotive business in value |
| Autonomy focus: Model 3, Model Y, Cybercab |
High-volume autonomous future is built on Model 3, Model Y, and the purpose-built Cybercab entering mass production — low-volume luxury cars are distractions from mass-market autonomous transport |
| Cybertruck = autonomous goods hauler |
Musk: Cybertruck essential for "transportation of local goods" in an autonomous network; a vehicle with a bed and high towing capacity fills a role the Model S/X cannot; transitioning to autonomous line |
| The BlackBerry analogy |
Musk views continuing to invest in Model S/X as akin to BlackBerry refining physical keyboards in the iPhone era — resources (factory space, engineering talent, capital) are finite and must be redirected |
The Risk: What Tesla Loses by Cutting S/X
| Risk |
Detail |
| High-value customer defection |
S/X owners who upgrade within the lineup will now look at Lucid, Mercedes-Benz, Porsche — Tesla cedes the luxury segment it dominated for a decade |
| Large family segment gap |
Model X's 6 and 7-seat configurations served families who need space; future lineup (Model 3, Model Y, 2-seat Cybercab) leaves this segment unserved — Rivian R1S and Kia EV9 are the beneficiaries |
| Profitability gap before autonomy arrives |
If Optimus and Level 5 autonomy timelines stretch longer than anticipated, Tesla will have cut a high-margin revenue stream without an immediate replacement; Cybertruck's thin margins cannot fill this gap |
| Brand identity shift |
Model S launched in 2012 proved EVs could be desirable, fast, and capable of long-distance travel — it built the Tesla brand. Removing it signals a fundamental identity change that not all loyal customers will follow |
Conclusion
Key Takeaways
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Black's case: S/X = 30K units, highly profitable, strong repeat loyalty; Cybertruck = 10K units, negative brand equity, expensive to build — cut the truck, keep the flagships
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Musk's case: S/X don't serve the autonomy future; Fremont space needed for Optimus Gen 3; Cybertruck is the autonomous goods hauler; Cybercab is the passenger future
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The discontinuation: Model S and X removed from referral program — official end confirmed; Fremont retooling underway
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The customer risk: High-value S/X loyalists forced to Lucid, Mercedes, Porsche; large family segment left to Rivian R1S and Kia EV9
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The financial risk: If autonomy timelines slip, Tesla loses a high-margin revenue stream with no immediate replacement
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The core bet: Musk is wagering that Optimus + Cybercab will generate value orders of magnitude higher than luxury sedans ever could — Black is betting the timeline is too aggressive and the cost too high
This debate is ultimately about time horizons. Gary Black is right that the Model S and X are profitable, loyal, and stable — today. Elon Musk is right that in a fully autonomous world, human-driven luxury sedans are a distraction — eventually. The question is whether Tesla can bridge the gap between today's revenue reality and tomorrow's autonomous vision without losing the customers who built the brand in the first place. The answer will define Tesla's next decade.
