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Tesla's futuristic Cybertruck finally arrives – here's why the company's success is riding on it

By Peter Wells, Professor of Business and Sustainability, Cardiff University

In 2019, Tesla was in the happy position of being a high-volume, premium-priced leader in the global electric vehicle (EV) market. Deliveries of 367,500 cars represented 50% growth over 2018.

That included 92,550 of the mid-sized Model 3 cars and 19,450 of the larger Model S and X vehicles during the fourth…

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