Daniel Mercer
On Thursday, Tesla captured attention with an eye-catching demonstration. During its event on October 15, the company showcased the redesigned Roadster, incorporating a dramatic display involving jet fuel. The electric vehicle ascended a C-shaped ramp using a suction rig, flipping upside-down before gracefully descending with the aid of rocket boosters. This latest iteration of the sports car is set for production in 2028, with a reservation price of $250,000 for the “Thrust” trim that features cold-gas thrusters. “We enter production in 2028,” Musk confirmed at the event. “Actually, for real.”
Experiencing a sense of déjà vu? Rest assured, your instincts are correct. This marks yet another announcement of the second-generation Roadster, a fact Tesla has not emphasized in this re-launch. A prevailing question among enthusiasts is whether this represents yet another false start for Tesla’s beleaguered sports car.
The original Roadster was a pivotal moment for Tesla during its formative years. Launched in 2008 in very limited quantities, this vehicle was conceived by one of Tesla’s co-founders, Martin Eberhard, before Elon Musk acquired Eberhard and his partner, Marc Tarpenning. The concept of the Roadster initially attracted Musk to the startup in 2004, leading him to make his first investment. Overseeing its production, Musk helped bring to life a car that, nestled within the chassis of a Lotus Elise, was remarkable for its ability to achieve 244 miles per charge.
First revealed in November 2017, the redesigned Roadster was touted as the pinnacle of Tesla’s advancements in electric vehicle technology. Musk proclaimed it “a hardcore smackdown to gasoline cars.” Initially slated for a 2020 launch, it was unveiled alongside the Tesla Semi, a Class 8 electric truck that also faced production delays. In February 2018, Musk teased a “SpaceX” package featuring around 10 small rocket thrusters, which he claimed would significantly enhance acceleration, top speed, braking, and cornering capabilities.
The anticipated release was met with setbacks. Tesla continued to accept deposits ranging from $50,000 to $250,000, but as the initial 2020 production date approached, it became clear that the timeline was slipping. During a July 2020 earnings call, Musk indicated that production would commence within the following year to 18 months. Given the global pandemic, this delay was not entirely unexpected. Ironically, Musk had expressed a desire to prioritize the Cybertruck, a project that faced its own series of delays before finally moving forward.
Fast forward a year and a half after the initial delay, and the Roadster was still nowhere to be seen. Musk postponed the release to 2022 in early 2021, only for the timeline to slip further to 2023 by year’s end. Additional delays were announced for 2023 and 2024.
These years have proven to be tumultuous for Musk and Tesla. Musk’s public persona transitioned from environmental advocate to a controversial political figure, culminating in his leadership of a newly formed Department of Government Efficiency under President Donald Trump. A study published by The Lancet in July 2025 projected that budget cuts could result in over 14 million deaths by 2030. While Musk disputed these figures, the fallout from his governmental role impacted Tesla’s reputation, leading to widespread protests against the company. As Musk stepped down from DOGE in May 2025 amid allegations of substance abuse and personal turmoil, the Roadster seemed to take a backseat in his priorities.
When Tesla reaffirmed its commitment to release the Roadster this past April, many had lost faith in the prospect of the sports car reaching production. The company’s failure to deliver had become a subject of ridicule in popular culture. Even Tesla owners like YouTuber Marques Brownlee, who had interviewed Musk several times, expressed concern on his Waveform podcast in September 2025, stating, “Tesla has been sitting with my 50 grand for eight years and hasn’t done anything with it.” Another notable critic of the Roadster’s delays is Musk’s former business partner and current competitor, Sam Altman of OpenAI.
It’s important to recognize that a launch event lacking a specific release date does not constitute a genuine launch. Following Tesla’s impressive showcase in October, Musk and his team must now persuade potential buyers that placing a deposit for the Roadster is a wiser investment than engaging in frivolous spending.
David Bridges
