Houston ranks among world’s top 30 emerging startup ecosystems

Startup Status

Houston is considered "emerging" in a new report on global startup ecosystems. Photo by Scott Halleran/Getty Images

Long known as the Energy Capital of the World, Houston also ranks among the world’s top 30 emerging startup ecosystems, according to a new report.

The report from Startup Genome, a research and advisory organization, doesn’t assign a specific numeric ranking to Houston’s startup ecosystem. Rather, it puts Houston in the ranking range of 21 to 30 for emerging ecosystems. Startup Genome weighed factors such as early-stage funding, performance and talent to identify the top emerging ecosystems.

Houston also gained notice for being one of the world’s 20 emerging ecosystems with at least four unicorn startups in the past 10 years. Houston and nine other ecosystems each had four unicorns.

According to StartupBlink, a startup research platform, Houston’s startup ecosystem grew 24 percent in 2025, with over 1,300 startups and total startup funding exceeding $808 million. StartupBlink places Houston at No. 46 among the world’s top 100 startup ecosystems.

In a recent post on LinkedIn, David Horsup, executive in residence at the Rice Alliance Clean Energy Accelerator, wrote that Houston “has all the ingredients to be wildly successful if it stays true to its differentiated pillars that drive the economy — energy, medical, and aerospace.”

Mumbai topped Startup Genome’s list of emerging ecosystems, followed by Istanbul, Madrid, Salt Lake City-Provo and Barcelona. After Salt Lake City-Provo, the top U.S. ecosystems were Phoenix, Detroit, Minneapolis and Las Vegas.

Silicon Valley led Startup Genome’s ranking of the world’s top established ecosystems, followed by New York City, London, Tel Aviv and Boston. Austin landed at No. 18 in this category and Dallas at No. 27.

“For much of the past decade, this report has chronicled the welcome dispersion of opportunity beyond the traditional hubs,” Startup Genome writes. “That trend has not died — but it has been complicated. Capital and scale are consolidating once more, particularly in the United States, and the gap between leading and emerging ecosystems is widening.”

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Houston fell on the international list of emerging startup hubs, but — when it comes to North America — Houston still ranks favorably. Photo via Getty Images

Houston ranked in the top emerging North American startup ecosystems

We're No. 4!

The evolution of Houston’s startup scene continues: A new report awards the region a No. 1 ranking for the robustness of early-stage funding among North America’s emerging startup ecosystems.

Policy advisory and research firm Startup Genome reports that startups in the Houston area attracted $884 billion in early-stage funding from the second half of 2020 to the end of 2022. Early-stage funding generally refers to a startup’s seed and series A rounds.

The $884 million figure puts Houston at No. 1 for early-stage funding among emerging startup ecosystems in North America and at No. 9 globally. Istanbul, Turkey, grabs the top global spot. Startup Genome characterizes the funding meccas in this ranking category as “Strong Starters.”

Startup Genome’s 2023 report on startup ecosystems emphasizes that early-stage funding “is an important indicator of potential success,” since most startups that receive series A rounds have demonstrated their potential by generating revenue, creating a minimal viable product, or being close to launching a product.

In Startup Genome’s global ranking of emerging startup ecosystems as a whole, Houston falls to No. 11 this year from No. 5 in 2022. The report doesn’t cite a reason for the drop. Copenhagen, Denmark, takes the No. 1 ranking in this category.

While its global ranking slipped, Houston still makes this year’s list of the top five emerging ecosystems in North America:

  1. Detroit (same position as last year)
  2. North Carolina’s Research Triangle (up two spots from last year)
  3. Minneapolis (down one spot from last year)
  4. Houston (down one spot from last year)
  5. Phoenix (up two spots from last year)

Startup Genome pegs the value of Houston’s startup ecosystem at $22 billion, based on startup exits and valuations from the second half of 2020 to the end of 2022.

A 2022 report from the Greater Houston Partnership noted that the Houston area is home to more than 60 organizations that foster startup growth. These include incubators, accelerators, coworking spaces, makerspaces, college and university programs, and nonprofit initiatives.

“These organizations have formed a growing web of resources assisting tech entrepreneurs across the Houston region,” says the report.

Silicon Valley once again tops Startup Genome’s list of the world’s leading startup ecosystems, followed by New York City and London (tied at No. 2), Los Angeles (No. 4), and Tel Aviv, Israel (No. 5).

Startup Genome defines a startup ecosystem as a shared pool of resources generally within a 60-mile radius of a central point, such as the city of Houston. These resources include accelerators, incubators, funding groups, coworking spaces, schools, and policymakers.

Startup Genome’s six ranking factors for ecosystems are performance, funding, talent and experience, market reach, knowledge, and “connectedness.”

“Despite current economic challenges, we are confident that, equipped with the right knowledge, entrepreneurs, policymakers, and community leaders everywhere can leverage opportunities to come together and show how innovative technologies can not only continue to drive growth and job creation, but simultaneously help save the planet and ensure a better future for everyone,” JF Gauthier, founder and CEO of Startup Genome, says in a news release. “This essential mission cannot be put on hold while we wait out rocky economic times.”

Houston's ranking on this global report improved 14 spots between now and last year. Photo via Getty Images

Houston tech ecosystem ranks as No. 5 in the world for emerging startup hubs

tech in texas

As a startup hub, Houston is movin’ on up.

In a new report from Startup Genome and the Global Entrepreneurship Network, Houston ranks fifth among the world’s top 100 emerging ecosystems for startups. Last year, the groups’ report put Houston at No. 19 in the same category.

Ahead of Houston on the list of the top emerging ecosystems for startups are first-ranked Detroit; second-ranked Hong Kong; third-ranked Dublin, Ireland; and fourth-ranked Minneapolis.

Further bolstering Houston’s status as a rising startup hub, Bayou City ranks third among the top North American challengers to traditional startup anchors like Silicon Valley, Boston, and Seattle. Joining Houston on the challengers’ list are first-ranked Detroit; second-ranked Minneapolis; third-ranked Research Triangle, North Carolina; and fifth-ranked Pittsburgh.

A recent report from Houston Exponential, which was recently acquired, emphasizes Houston’s position as the third fastest-growing tech ecosystem in the U.S. for early-stage startups. Houston sits behind Miami (No. 2) and Bridgeport-Stamford-Norwalk, Connecticut (No. 1).

Houston startups at all stages raised $2.34 billion in 2021, setting a record for the region’s annual VC haul, the HX report says. Of that total, early-stage startups collected $618.9 million in 46 deals.

Health and information technology startups dominate the VC landscape in Houston, with each accounting for 30 percent of VC deals in 2021, according to the HX report.

Elsewhere in Texas, Austin ranks 25th among the world’s top 100 ecosystems for startups, while Dallas ties for 31st place, according to the Startup Genome and Global Entrepreneurship Network report. San Antonio is wedged into the 91-to-100 range in the ranking of the world’s top 100 ecosystems.

“The importance and dispersal of tech startups have amplified the influence — for both good and ill — of geopolitics,” the report notes. “Where once the sector was sufficiently small to avoid the kind of pressures experienced by large industries such as energy and travel, those garage-spawned entrepreneurs have grown into a major economic force. Keeping their heads down is no longer an option.”

According to a new report, Houston is among the top emerging ecosystems. Photo by Zview/Getty Images

Houston rise in the ranks of the top emerging ecosystems in the world

stacking up

If you need evidence that Houston's startup ecosystem is flourishing, look no further than a new report from Startup Genome and the Global Entrepreneurship Network.

This year's Global Startup Ecosystem Report, released September 22, places Houston at No. 19 among the world's top 100 emerging startup ecosystems. Furthermore, it puts Houston at No. 4 among the top regional challengers in North America. Last year's report lumped Houston with other emerging startup ecosystems in the 31-to-40 ranking range.

Mumbai, India, appears at No. 1 among the world's top 100 emerging startup ecosystems this year, while Miami lands at No. 1 among the top regional challengers in North America.

According to Houston Exponential, the city's startup ecosystem "is experiencing a growth spurt that appears to show no signs of abating."

Case in point: Houston startups raised more than $1 billion in the first six months of 2021, surpassing all annual totals from previous years. In 2020, Houston startups reaped a record-high $753 million in venture capital.

"Venture capital invested in Houston startups has nearly quadrupled since 2016," according to a recent Houston Exponential report. "The sustained level of progress we've seen in startup formation and growth over the past four years shows that Houston has what it takes to build a vibrant, healthy innovation economy with an emphasis on equity."

Collectively, the health care and information technology sectors accounted for nearly 60 percent of Houston's VC deals in the first half of 2021, the report says.

Another sign of the expansion of Houston's startup ecosystem: the rising number of workspaces, incubators, and accelerators designed to foster startups.

"These key institutions create density and drive collisions among founders, investors, and talent, significantly increasing the rate of startup formation and growth," according to the Greater Houston Partnership.

Those institutions include The Ion entrepreneurial hub, the Greentown Labs climate-tech incubator, and the DivInc startup accelerator. All are new arrivals on the Houston startup scene.

"DivInc is about broadening the startup ecosystem by making it more authentically diverse, equitable, and inclusive of underrepresented entrepreneurs," Preston James II, CEO of DivInc, said in April. "When we, as a community, do this successfully, we optimize our opportunities for economic GDP growth, we can help reduce racial/gender wealth divide, and drive greater innovation."

Elsewhere in Texas, Austin ranks 20th among the leading startup ecosystems in the Global Startup Ecosystem Report, down from No. 19 last year, and Dallas repeats its 31st-place tie. Silicon Valley tops the global list.

The report says North America represents half of the top 30 ecosystems in the world.

"Entrepreneurs, policymakers, and community leaders in North America have been working hard to build inclusive innovation ecosystems that are engines of economic growth and job creation for all," JF Gauthier, founder and CEO of Startup Genome, says in a news release.

San Francisco-based Startup Genome is a research and advisory firm specializing in startup ecosystems.

A new hub on Rice University campus, Houston receives national rankings, and more local innovation news. Photo courtesy of Rice University

Shell commits to $10M carbon initiative with Rice University, Houston startup acquired by Honeywell, and more innovation news

Short Stories

Even toward the end of the year and amid the holiday season, Houston's innovation news can be a lot to keep up with. Here are seven short stories of Houston innovation — from an exit for a Houston startup and a multimillion-dollar clean energy commitment from Shell to new national recognitions for Houston and 2020 plans unveiled for MassChallenge in Houston.

Shell commits $10 million to new Carbon Hub at Rice University

Matteo Pasquali will lead the new hub at Rice University. Courtesy of Rice University

Rice University has introduced its Shell-backed Carbon Hub — a research initiative to innovate zero-emissions technologies. According to a news release, Shell has committed to a $10 million arrangement for the hub.

"Trying to address climate change is like playing whack-a-mole; you think you're making something better, and you realize that made something else get worse," says Carbon Hub director, Matteo Pasquali, in the release. "For example, you make cars more fuel efficient by removing weight, and then realize you've increased CO2 emissions by using more aluminum and carbon fibers. Or you try to fix CO2 into a useful product, and you realize you now need much more energy than you had gotten by making the CO2 in the first place."

The plan is to "fundamentally change how the world uses hydrocarbons," reads the release. Rather than burning hydrocarbons for fuel, creating carbon dioxide, the hydrocarbons "will be split to make clean-burning hydrogen fuel and solid carbon materials that can be used to make buildings, cars, clothing and more."

Through the partnership with Shell — and other potential partners — the hub will help fund and lead $100 million of science and engineering initiatives. The inaugural meeting for the hub is expected to be early next year and will be hosted by The Center for Energy Studies at Rice's Baker Institute for Public Policy.

"Providing energy to the world's population in an economically and environmentally sustainable manner is the global energy challenge," says Ken Medlock, senior director of the Center for Energy Studies, in the release. "In part, this will require new technologies and forward-looking, creative thinking, which is exactly what Carbon Hub offers."

Houston-based Rebellion Photonics acquired by Honeywell

Photo via rebellionphotonics.com

Innovative gas monitoring technology company, Rebellion Photonics, founded by Allison Sawyer and Robert Kester in Houston in 2009, has been acquired by Honeywell for an undisclosed amount.

The business will be rolled into Honeywell's Safety and Productivity Solutions business, as well as through Honeywell's Performance Materials and Technologies business, according to a press release.

"Honeywell is an amazing company and a recognized leader in our industry. We are excited to be part of their world-class family," Kester, who serves as CEO of Rebellion Photonics, says in the release. "Automated visual monitoring is the future of gas leak detection. Combining our products with Honeywell's platform will make this the new industry standard for safety and environmental monitoring globally."

MassChallenge to announce details of its second Houston cohort

Photo courtesy of MassChallenge

MassChallenge Texas has released new details of its second cohort in Houston. The zero equity startup accelerator based in downtown will run its second cohort from June to September of next year. Up to 100 startups will be selected for the Houston program, and another cohort of up to 100 startups will run along the same timeline in Austin.

On the line for prizes this year is six months of free office space, experts and mentors, the MassChallenge curriculum, access to top corporate leaders, as well as cash prizes and in-kind support — valued at over $500,000.

Both Austin and Houston will celebrate the launch of the two programs on January 29 — Houston's event will take place at the Four Seasons Hotel (1300 Lamar St.) from 5:30 to 7:30 pm.

MassChallenge recently announced its new home in The Cannon's Downtown Launch Pad in partnership with Amegy Bank.

Houston named in Inc.'s top 50 cities to start a business

houston skyline

Getty Images

Houston just made it onto the list of the top 50 cities to start a business, according to Surge Cities index, Inc., and Startup Genome. Coming in at No. 45, the Bayou City ranked behind Austin (No. 1) and Dallas (No. 29).

"Houston wants to be known as the Third Coast, a place that is both a business and cultural hub," the blurb on Inc. reads. "A place where people want to be. And this city, one of the most diverse in the country, is well on its way."

The report highlights Houston's historic hold on the oil and gas industry, the Texas Medical Center's established presence, and the space innovation happening at NASA. Roger Griesmeyer, a partner at Hunton Andrews Kurth, says in the article that Houston has low regulations and taxes coupled with "a highly educated populace, great weather, and a bunch of money."

"There's such diversity and a confluence of talent and opportunity in one place," says Griesmeyer in the article. "Houston is selling a lifestyle brand with all the resources to bear."

Houston was ranked highly on three factors:

  • No. 23 for job creation
  • No. 20 for wage growth
  • No. 25 for population growth

Accenture announces finalists for Houston-based competition

Courtesy of Accenture

In February, Accenture's Houston innovation hub will host the fourth annual Accenture HealthTech Innovation Challenge. Eleven companies have been named finalists and are headed to Houston in the new year.

"This annual HealthTech challenges creates an exciting opportunity to connect healthcare incumbents with emerging businesses to drive health system evolution focused on improving the lives of consumers and clinicians by enhancing access, affordability, quality and experience," says Brian Kalis, managing director of digital health and innovation services at Accenture, in the news release. "We are all looking forward to the final round and awards ceremony on February 6, 2020 in Houston when the finalists will present to an exclusive panel of healthcare executive judges."

No Texas companies were selected as finalists. The 11 selected startups are: New York-based Capital Rx, Minneapolis-based Carrot Health, San Francisco-based Cleo, Boston-based DynamiCare Health, San Francisco-based InsightRX, United Kingdom-based Lantum, Washington, D.C.-based Mira, Denver-based Orderly Health, New York City-based Paloma Health, St. Louis-based TCARE, and Seattle-based Xealth.

Houston area ranked the 18th best-paying city for software developers

Chart via heytutor.com

According to a new report from HeyTutor.com, the Houston-The Woodlands-Sugar Land metroplex is the 18th best-paying city for software developers. The report factored in salary and employment statistics for Houston and other U.S. metropolitan areas using data from the U.S. Bureau of Labor Statistics Occupational Employment Statistics.

Houston's mean adjusted software developer salary is $107,672 annually, according to the report. Here are some other interesting statistics regarding the Houston area from the data:

  • Mean software developer salary (adjusted): $107,672
  • Mean software developer salary (unadjusted): $109,503 — compared to $109,914 nationally
  • Mean salary across all occupations (unadjusted): $54,290 — compared to $51,960 nationally
  • Number of software developer jobs: 20,400 — compared to $51,960 nationally
  • Median home price: $205,600 — compared to $226,800 nationally

Business idea competition calls for applications

Photo courtesy of LILIE

The Liu Idea Lab for Innovation and Entrepreneurship has announced the applications for the 2020 H. Albert Napier Rice Launch Challenge business idea competition, which will take place on March 25. On the line is $60,000 in prize money to the teams, and the applications are open to Rice-affiliated teams until 11:59 pm on January 20.

To apply, click here.

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Baylor College of Medicine launches VC fund to invest in biotech startups

fresh funding

Houston’s Baylor College of Medicine just unveiled a new venture capital fund that backs early-stage biotech startups—and it’s already made its first investment.

BCM Legacy Fund I, funded by philanthropies, invested an undisclosed amount in Houston biotech startup Nemea Therapeutics. Nemea, a spinout of the Baylor College of Medicine and Germany’s Lead Discovery Center, is developing an oral drug to treat metastatic triple-negative breast cancer that no longer responds to currently available therapies.

This type of aggressive cancer spreads from the breast to other areas of the body, such as the bones, liver, lungs or brain. Roughly 38,000 to 57,000 Americans are diagnosed each year with metastatic triple-negative breast cancer. One study showed about half of patients survive past the one-year mark following diagnosis and about one-third survive two years.

“Baylor College of Medicine’s laboratories produce discoveries with the potential to change patients’ lives, and too many of them stall where academic funding ends and private investment has not yet begun,” Dr. Jakub Tolar, president, CEO and executive dean of the Baylor College of Medicine, said in a press release. “The BCM Legacy Fund fills that gap, giving our scientists a path to advance their discoveries to patients.”

The National Institutes of Health awards more than $36 billion per year for biomedical research in the U.S., Baylor said. But some biomedical discoveries “never leave the starting line because they don’t yet fit the economics of venture capital,” the college said.

“The forefront of a new model”

The BCM Legacy Fund aggregates philanthropic capital from private foundations and donor-advised funds. It then invests in startups so they can move beyond that starting line and into later-stage investment rounds. The Greater Houston Community Foundation is the fund’s philanthropic partner.

“It’s exciting to be on the forefront of a new model for philanthropic capital,” said Houston entrepreneur and investor Burton Hanson, managing partner of the fund.

“Not only do we hope to solve a real problem by advancing these therapies to the patients who need them most, but we also hope this model will inspire others in the city and beyond toward philanthropic creativity and a posture of ‘I sacrifice; we win.’”

The fund expects to invest in about 15 early-stage startups over a five-year span. Baylor declined to divulge the amount of money in the fund and the size of the investment in Nemea.

Nemea’s “world-class chemistry”

Hanson oversees the Baylor fund alongside Chicago investor Steve Lehmann, who led the University of Chicago’s Innovation Fund.

Lehmann said Nemea, the fund’s first portfolio company, “has world-class chemistry, Baylor biology, and patients with no good options. Our job is to fund the experiments that carry it to the next handoff, so that industry and later-stage investors can take it from there.”

Based at Houston’s massive Texas Medical Center, Nemea plans to start clinical trials next year in collaboration with Baylor’s Lester and Sue Smith Breast Center.

Nemea previously received $9 million from the Lead Discovery Center and a $1.6 million grant from Baylor. Last year, the startup said it was seeking $25 million to $30 million in seed and Series A funding.

Debra McCoy of Houston, a former managing director at BlackRock and former partner at Bain & Co., and Paul Thomas, co-founder and CEO of Spring-based benefits manager Luscinia Health, sit on the Baylor fund’s governing board. Dr. Paul Klotman, former president, CEO and executive dean of Baylor, is a senior strategic adviser.

How does the fund find investment targets?

The Baylor Legacy Fund relies on two tools to help unearth early-stage biotech startups:

  • High-resolution “innovation maps” of research institutions. These maps surface hidden clusters of innovation, identify rising-star researchers and tie pockets of “innovation supply” at Baylor to areas of “innovation demand” in biotech.
  • AI-enhanced due diligence. AI agents assist with due diligence of early-stage biotech startups. The fund says the platform “distills the frameworks we’ve developed over a decade of teaching and investing into a flexible … diligence environment.”

MD Anderson unveils $3.4B expansion with two new Houston cancer care facilities

major expansion

The cutting edge of cancer-fighting technology and science is getting even sharper after MD Anderson announced last week that it will open two new facilities in the Texas Medical Center within the next five years. Inspiration Tower and Prism will expand MD Anderson’s annual patient load in the TMC to 250,000 annually and will incorporate a variety of new techniques.

The $3.4 billion project will add 2 million square feet to MD Anderson's TMC footprint, bringing its total campus size to 22 million square feet by 2032. Located at the corner of Fannin Street and Holcombe Boulevard, the cancer center says the two new facilities will serve as its new "front door" to the TMC.

“Every detail of these buildings, from the technology to the treatment rooms, was designed around our patients who will receive their care in them and our employees who will work in them. The facilities will serve as a physical representation of hope for the patients and their families who will walk through the doors,” Dr. Jeffrey E. Lee, president ad interim of UT MD Anderson, said in a news release. “Inspiration Tower and Prism are the future of cancer care, and we are grateful for the longstanding support and guidance we’ve received from the UT System Board of Regents to bring these projects to life. These facilities are part of the most impactful capital expansion in UT MD Anderson’s history.”

Prism is especially exciting as it will represent fully half of the linear accelerator treatment in the TMC. Linear accelerator is a radiation treatment that uses magnetically charged fields to deliver targeted external radiation therapy, like shooting cancer with a rail gun. The treatment is safer and has fewer side effects than older radiation treatments.

In addition, Prism will contain 12 MRI machines, four CT scanners, two PET-CT units, 18 radiation vaults and seven radiation simulators. Patient comfort has also been put at a premium with multiple gardens and roof overlooks.

“Every patient we treat deserves an environment that reflects the excellence of the care they receive at UT MD Anderson,” Chris McKee, executive vice president and chief strategy officer at UT MD Anderson, added in the release. “Our new facilities will be innovative, agile, adaptable and beautiful, and they will allow us to care for more patients, more effectively – in an environment that enhances healing and well-being. We are building for our future and for every patient who will be counting on us.”

Prism is slated to open in 2030.

Inspiration Tower will have 25 floors of surgical, diagnostic, and treatment services. At 1.4 million square feet, it’s currently expected to be the largest cancer-specific treatment facility in the United States. The tower will be divided into units for specific types of cancer, making it easy to integrate the advancing research being done all over Houston.

Like Prism, Inspiration Tower is specifically designed to offer comfort and reassurance, with more garden space, terraces, and beautiful scenery to ease patient distress. It is expected to open in 2032.

Tesla will pull the plug on Cybertruck production at Texas factory in 2027

Tesla Talk

Tesla’s Cybertruck, the hulking, stainless-steel pickup that inspired devotion and derision with its science-fiction looks, will cease production next year.

CEO Elon Musk announced the model’s demise Friday, November 6, with a curt post on X, his social media site, simply noting production of the vehicle “will be winding down” around the middle of 2027 at its facility outside Austin, Texas. Musk said the move was to allow increased production of its Cybercab robotaxi.

For the Cybertruck, a pet project of Musk who insisted it was Tesla’s best product, it marks an unceremonious end to one of the auto industry’s most ballyhooed debuts.

“Few vehicles in history have generated as much attention,” said Armen Hareyan, whose Torque News site covers autos. “The Cybertruck became a cultural symbol – loved, mocked and impossible to ignore.”

The Cybertruck rolled onto the scene in a dramatic unveiling in 2019, when a Tesla designer hurled a metal ball at the vehicle to demonstrate its supposedly unbreakable glass, only to see it shatter. He repeated the stunt on another window of the truck only to shatter that one, too.

Even as some critics scoffed, Musk was steadfast.

“I just wanted to make a futuristic battle tank — something that looks like it could come out of ‘Blade Runner’ or ‘Aliens’ or something like that but was also highly functional,” he told Automotive News. He called it “a better sports car than a Porsche 911” and “a better truck than an F-150.”

It struck some as the perfect vehicular reflection of the brash, convention-busting Musk.

“A really controversial vehicle unveiled by a controversial individual into a market where none of the electric trucks have been able to really capture demand,” said Spencer Penn, a former Tesla executive who left the company before the Cybertruck’s launch and now heads software developer LightSource.

Penn remembered watching the unveiling and feeling initially revolted by the sight of the Cybertruck, calling its appearance “madness.” But the more he looked at it, the more his opinion changed. He signed up for a pre-sale reservation, though ended up not getting a Cybertruck when Musk’s promises of a price tag under $40,000 went unmet and the first trucks sold for double or more. Penn called the Cybertruck part of Tesla’s adventurous spirit that drives innovation.

“Some of these bets work and some of these bets don’t,” he said.

While the decision to end Cybertruck production may be driven by sales realities, it's also a reflection of Tesla’s shift to autonomous vehicles, on which Musk is betting the company’s future.

Musk once forecast he’d make 250,000 Cybertrucks a year. Kelley Blue Book estimated Tesla sold just 20,237 of the vehicles last year, down about half from the year prior. Sales through the end of September this year were down another 28%, according to Kelley Blue Book.

If the imposing, sharp-angled, dystopian appearance of the Cybertruck weren’t enough to turn many potential buyers away, Musk did so himself by allying with a panoply of right-wing figures, most notably U.S. President Donald Trump. He alienated some customers as his image morphed from eccentric innovator to polarizing force trading his billions for political influence.

Once-passionate Tesla drivers rushed to sell off their cars, or slapped stickers on the bumper declaring, “I bought this before Elon went crazy.” Organizers staged demonstrations outside Tesla showrooms and urged investors to dump shares of the company’s stock. Anger spilled into violence, with Molotov cocktails hurled at Tesla vehicles, charging stations set ablaze, and dealerships covered in graffiti.

Lovers of the Cybertruck became targets, too, subjected to shouts of “Nazi!” and extended middle fingers.

Ross Blankenship is one of them. When he first laid eyes on the Cybertruck, he felt transported to a world from his childhood, when he would play “Halo,” the sci-fi video game. He had to have it.

“I had that sort of child in me wanting to be part of something cool that would change the future of automotive,” Blankenship said in a call from his Cybertruck as he drove through Sunnyside, Colorado. Even as Blankenship found he agreed with Musk on politics, he hated seeing a vehicle he loved turned into a political symbol. “I never bought it for any other reason than the fascination with the future technology of trucks … so that was a little heartbreaking.”

He would buy another Cybertruck again in a heartbeat, calling its end “a sad moment.”

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