Tesla has once again set a production window for its long-awaited second-generation Roadster, pointing toward a 2028 release following a recent high-profile unveiling event. During the presentation, the electric vehicle manufacturer showed off a redesigned model featuring cold-gas thrusters and a hefty $250,000 price tag for the high-end "Thrust" trim. CEO Elon Musk told attendees that production is officially slated to begin in 2028, despite a nearly decade-long history of postponed timelines and missed targets.
Originally unveiled to the public in November 2017 with an initial 2020 release target, the new Roadster was meant to serve as a high-performance benchmark for the company. However, the vehicle faced repeated postponements as Tesla shifted its engineering priorities toward other projects like the Cybertruck and the Tesla Semi. Over the years, reservation holders—including prominent figures like YouTuber Marques Brownlee and OpenAI executive Sam Altman—have seen their substantial deposits tied up for nearly a decade while awaiting delivery updates.
The path to production has been further complicated by shifting corporate dynamics and public controversies surrounding Musk, alongside broader reputational challenges for the automaker. While the recent event featured theatrical stunts involving suction rigs and rocket boosters to generate renewed consumer interest, industry observers remain skeptical about whether the 2028 timeline will hold. Tesla will need to convince prospective buyers that the newly specified production date is concrete rather than another placeholder in a long line of paper launches.
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