Tesla re-presents Roadster at October 15 event, promising production in 2028

Tesla, the US electric vehicle maker, re-presented its redesigned Roadster sports car at an event on October 15 and said it plans to start production in 2028. CEO Elon Musk told the audience: "We enter production in 2028. Actually, for real." Because the car's release has already been postponed many times, it is unclear whether the promise will hold this time.

At the event the Roadster was shown with a stunt: using a suction rig, the car drove up a C-shaped ramp until it was upside down, then descended to the ground on rocket boosters. Tesla also announced that reserving the "Thrust" trim, equipped with cold-gas thrusters, will cost $250,000.

A long history of delays

The first Roadster appeared in 2008 and was built in very small numbers. It was conceived by Martin Eberhard, one of Tesla's original founders. Musk was drawn to the startup in 2004 by the Roadster idea, made his first investment and later oversaw the car's production. Built on a Lotus Elise chassis, it could travel 244 miles on one charge.

The redesigned Roadster was first unveiled in November 2017, with a release targeted for 2020. Tesla kept accepting deposits ranging from $50,000 to $250,000, but the deadline passed. In July 2020 Musk said production would begin within 12 to 18 months. In early 2021 he pushed the date to 2022, and later to 2023. Further delays were announced in 2023 and 2024. Musk said in 2020 that he wanted to build the Cybertruck first.

Tesla recommitted to releasing the Roadster this April. YouTuber Marques Brownlee, a reservation holder, said in September 2025 that Tesla had been sitting on his $50,000 for eight years. OpenAI's Sam Altman has also complained about his Roadster reservation.

Engadget notes that a launch event without a firm launch date is not much of a launch, and that Tesla will still have to convince customers a deposit is worthwhile.