The plunging value of Tesla shares this year, exacerbated by CEO Elon Musk’s acquisition of Twitter and evidence the mercurial billionaire’s erratic behavior is finally and perhaps significantly damaging the brand, obscures a fundamental shift in focus for the electric vehicle maker that started much earlier. Rather than the “secret master plan” goal set by Musk in 2006 to lead a transition to climate-friendly, affordable electric vehicles for everyone, Tesla has instead become the top maker of high-powered, resource-gobbling EV's priced far beyond the reach of mass-market customers. This year's anticipated release of the Cybertruck doubles down on that strategy. 0:00 Why Tesla is entering the pickup truck market 0:50 The Cybertruck's competition 1:14 Cybertruck's estimated price 1:44 Why the Cybertruck will be resource intensive to build 3:35 Investor and market expectations for the truck 4:57 Tesla's volatile stock performance 5:50 Elon Musk's initial climate goals with Tesla Read the full story on Forbes: https://www.forbes.com/sites/alanohnsman/2022/12/28/elon-musk-tesla-cybertruck-climate-commitment/?sh=75aca2687c94 Subscribe to FORBES: null Fuel your success with Forbes. Gain unlimited access to premium journalism, including breaking news, groundbreaking in-depth reported stories, daily digests and more. Plus, members get a front-row seat at members-only events with leading thinkers and doers, access to premium video that can help you get ahead, an ad-light experience, early access to select products including NFT drops and more: https://account.forbes.com/membership/?utm_source=youtube&utm_medium=display&utm_campaign=growth_non-sub_paid_subscribe_ytdescript Stay Connected Forbes newsletters: https://newsletters.editorial.forbes.com/ Forbes on Facebook: http://fb.com/forbes Forbes Video on Twitter: http://www.twitter.com/forbes Forbes Video on Instagram: http://instagram.com/forbes More From Forbes: http://forbes.com/ Forbes covers the intersection of entrepreneurship, wealth, technology, business and lifestyle with a focus on people and success.