Tesla pushes Roadster production to 2028 amid growing skepticism
Tesla has announced that its redesigned Roadster is now targeting a 2028 production window, nearly a decade after its initial unveiling in 2017. The company showcased the vehicle with a dramatic stunt, but its history of delays and unmet timelines has left depositors—and critics—questioning whether this target will hold.
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30 SEC SUMMARY
- Tesla has announced its redesigned Roadster is targeting a 2028 production window, nearly a decade after its initial unveiling in 2017.
- The "Thrust" trim level requires a $250,000 reservation fee, with deposits accepted since 2017 but no deliveries made.
- Tesla has a history of delays for the Roadster, with previous targets set for 2020, 2022, 2023, and 2024.
- The vehicle was showcased with a dramatic stunt, but critics, including high-profile depositors, question Tesla’s ability to meet the new timeline.
TABLE OF CONTENTS
KEY HIGHLIGHTS
- Tesla’s redesigned Roadster is now targeting a 2028 production window, according to Engadget.
- The "Thrust" trim level requires a $250,000 reservation fee and includes cold-gas thrusters.
- Tesla initially unveiled the Roadster in 2017, with an original production target of 2020, but has delayed it multiple times.
- Deposits for the Roadster have been held since 2017, with some customers, including YouTuber Marques Brownlee and OpenAI CEO Sam Altman, criticizing the delays.
- The first Roadster, released in 2008, was based on a Lotus Elise chassis and was ideated by Tesla co-founder Martin Eberhard.
New target and reservation details
According to Engadget, Tesla’s redesigned Roadster is now aiming for a 2028 production window. The company has opened reservations for the "Thrust" trim level, which requires a $250,000 fee. This version is promised to include cold-gas thrusters, a feature first mentioned in 2018 as part of a "SpaceX" package.
Tesla initially accepted deposits for the Roadster starting at $50,000 when it was unveiled in November 2017. The original production target was 2020, but the company has since delayed the timeline multiple times, including targets for 2022, 2023, and 2024.
A history of delays and criticism
The Roadster’s protracted development has become a point of frustration for customers who placed deposits years ago. High-profile figures like YouTuber Marques Brownlee and OpenAI CEO Sam Altman have publicly criticized Tesla for holding their deposits without delivery. According to Engadget, the delays have even become a pop-cultural joke.
Tesla’s CEO, Elon Musk, has previously promised ambitious features for the Roadster, including rocket thrusters as part of a "SpaceX" package. However, these promises have yet to materialize, further fueling skepticism about the new 2028 timeline.
Why the Roadster matters for Tesla
The Roadster holds symbolic importance for Tesla as a showcase of its technological ambitions. Unlike mass-market vehicles, the Roadster is positioned as a luxury hypercar, targeting a niche audience willing to pay a premium for cutting-edge performance.
However, Tesla’s repeated delays have overshadowed these ambitions. Competitors like Rivian are advancing with their own electric vehicle technologies, including AI integrations, which could further pressure Tesla to deliver on its promises.
The original Roadster and Tesla’s early days
The first-generation Roadster was released in 2008 and was a foundational product for Tesla. It was based on the chassis of a Lotus Elise and was ideated by Martin Eberhard, one of Tesla’s original co-founders. Elon Musk joined Tesla in 2004 after being drawn to the Roadster concept and later became its CEO.
The original Roadster could travel up to 244 miles on a single charge, a significant achievement at the time. Its limited production run helped establish Tesla’s reputation as an innovator in the electric vehicle space.
What this means
Lazyfounder analysis — our interpretation, not reported fact.
Tesla’s announcement of a 2028 production target for the Roadster is a reminder of how easily ambitious product timelines can unravel, even for established companies. For founders, this story underscores the importance of underpromising and overdelivering—especially when dealing with high-stakes, high-visibility products. Delays aren’t just logistical setbacks; they can become cultural punchlines, as Tesla’s history with the Roadster shows.
The situation also highlights the risks of holding customer deposits for years without delivery. While the upfront cash can be tempting, it creates a debt of trust that, if unfulfilled, can turn early adopters into vocal critics. For operators, this is a cautionary tale about balancing innovation with execution. A flashy launch may capture attention, but it’s the follow-through that determines whether a product—and a company—earns lasting respect.
Key takeaways
- Founders should treat production timelines as moving targets, especially for cutting-edge products, and communicate delays transparently to avoid eroding customer trust.
- High reservation fees can create cash flow but also raise stakeholder expectations—managing these expectations is critical to long-term reputation.
- Dramatic product reveals and stunts may generate buzz, but consistent execution is what builds or damages a company’s credibility in the market.
FAQ
Why has Tesla delayed the Roadster so many times?
Tesla has cited production challenges and shifting priorities as reasons for the delays. The Roadster is a low-volume, high-complexity vehicle, which makes scaling production difficult, especially alongside Tesla’s focus on mass-market models like the Model 3 and Cybertruck.
What features will the Roadster include?
The "Thrust" trim level is expected to include cold-gas thrusters, a feature Tesla has promised since 2018. Earlier claims also suggested the inclusion of rocket thrusters as part of a "SpaceX" package, though these have not been confirmed for production.
How much does it cost to reserve a Roadster?
Tesla is currently accepting reservations for the "Thrust" trim level at a fee of $250,000. Deposits for the Roadster originally started at $50,000 when it was first unveiled in 2017.
Related on Lazyfounder
Sources
- Engadget · 2026-10-17
The Tesla Roadster Should Go Into Production In 2028, But Don't Get Your Hopes Up
This story is an original summary drafted with AI by Lazyfounder from the reporting listed above and checked by automated validation. Facts are attributed to their original publishers; sections marked as analysis are Lazyfounder's. Where a source is in another language, facts were machine-translated and quotations are reported, not reproduced. Read the original coverage via the links, and see our AI policy and corrections policy.
About the author
Editor, Lazyfounder
Tarun Mottlia edits LazyFounders, covering Indian startups, funding rounds, AI and product launches. Every story on the site is AI-assisted and checked against its cited sources before publication.
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