Tesla CEO Elon Musk is set to reveal the much-anticipated robotaxi prototype, dubbed the Cybercab, at Warner Bros Studios in Burbank, California, this Thursday. Self-driving cars have long been a passion of Musk’s, who has made bold claims about their potential to not only save lives but also generate income for owners through ride-sharing or overnight rentals.

As he gears up for the event, aptly titled “We, Robot,” Musk faces mounting pressure to address lingering skepticism regarding Tesla’s ability to meet its ambitious targets. The project has faced delays, originally slated for release in August but later pushed to October.

Recently, Musk explained the delay, citing last-minute design changes he requested for the vehicle’s front. “Extra time allows us to show off a few other things,” he shared in a post on X, his social media platform, back in July.

Industry analysts agree that the time has come for Tesla to demonstrate real progress on this project. Jessica Caldwell from Edmunds.com remarked, “There’s certainly a lot of anticipation after discussing the Robotaxi concept for so long without concrete details.” She emphasized that the event needs to clarify the concept, cautioning that it would be a disappointment if Tesla fails to showcase a developed prototype or operational plans.

Information about the Cybercab remains sparse. Reports indicate the vehicle will feature two seats and butterfly doors while relying on a combination of cameras and advanced computing for navigation, stepping away from the Lidar technology preferred by some competitors.

Musk has indicated that while some of the robotaxis in Tesla’s network may be owned and operated by the company, Tesla owners could also opt to rent out their vehicles through the platform when they are not in use.

In a note released Wednesday, analysts from Wedbush expressed their eagerness for live demonstrations of the prototype, which they plan to attend. They are also looking for insights regarding “Cybercab scaling, overall cost per mile,” along with the potential launch of a Tesla ride-share app.

“As one of the most eagerly awaited events in the industry, we believe Musk will address the current challenges head-on,” the Wedbush analysts stated.

The “We, Robot” event comes at a time of transition for Tesla, with several top executives, including the head of the new vehicles program, having recently exited the company. Some analysts suggest that shifting focus to a lower-cost electric vehicle could better position Tesla against the intensifying competition in the EV market.

Although Musk is enthusiastic about launching a fully autonomous competitor to Waymo, Alphabet’s self-driving subsidiary, it seems he is adopting a more low-key media strategy compared to past launches. Notably, the BBC and other media outlets reportedly did not receive invitations to the event. A Bloomberg TV anchor even expressed a desire to cover the event on social media, tagging Musk, but also received no response.