By now you certainly know the story: In 2019, Elon Musk unveiled the Tesla Cyber truck, making all types of fantastic guarantees.
That is extra than simply an indulgent flight of fancy: Individuals purchase 2.5 million pickups a yr, and the Ford F-150 has been the best-selling automobile in America for the previous 40 years. The multi-billion greenback query is whether or not Tesla could make a compelling automobile at a beautiful worth level that pulls in patrons from different pickup producers or EV makers.
Personally, I feel the cyber truck is simply too rattling ugly. I can’t ever think about shopping for certainly one of these. It seemed like a vector graphic pulled out of an early Nineteen Eighties online game. Then once more, I’m not planning for a zombie apocalypse, a bizarre area of interest market the place these may be helpful.
We’ll discover out the small print and specs at 3 pm when the information will get launched. (You’ll be able to observe the occasion reside on X).
The problem for this oddly formed pickup truck goes past its appears to be like: The entry-level Ford F150 Lightning (my assessment right here) is quite a lot of automobile for the cash, ranging from $50k (up from $40k) and going as much as the $90k+. On the excessive finish, the Rivian R1T pickup begins pricing at $73k, affords wonderful efficiency and off-road capabilities. Doug Demuro referred to as the R1T “the good pickup truck ever made.” It has a 400+ mile vary, as much as 750 HP, and does 0-60 in 3.0 seconds.
At a sports activities automotive occasion earlier this yr, I spoke with (full-sized conventional) pick-up truck house owners, certainly one of whom referred to as the Tesla Cyber truck a “Clown Automotive.” (I feel it appears to be like extra prefer it got here out of a online game). My guess is he gained’t be a purchaser.
I feel we’re greatest served by ready to be taught the ultimate prices, options, and configurations earlier than writing its epitaph. Tesla has nearly 2 million reservations; at $100 every (that’s quite a lot of free cash). And say what you’ll about Musk’s erratic conduct, anti-semitism, and silly private purchases, he’s a tricky man to wager in opposition to.
We do know that Tesla finds itself within the uncommon place of being method behind the business. The Rivian has been out for two years and the Ford Lightning for over a yr. Full manufacturing of the Cyber truck continues to be off in 2024.
When Musk unveiled the Cyber truck, he mentioned he needed to do one thing completely different. However there’s a idea in product design referred to as MAYA — Most Superior But Acceptable. Derek Thompson does a beautiful job explaining why most new merchandise — songs, buildings, vehicles, actually something — can solely push the envelope to date.
It is going to be fascinating to see if this oddly formed pickup finds an viewers past the Tesla trustworthy. Additionally fascinating is how Tesla will alter to manufacturing and gross sales challenges.
I’m curious to see what the small print are, even when I’m not the goal demographic or automobile purchaser for this automobile out of Battle Zone …
Beforehand:
Rivian R1T Pickup Truck (January 24, 2020)
Ford to Tesla: “We bought it from right here” (June 17, 2022)
See additionally:
2024 Tesla Cybertruck
Eric Stafford, Automotive and Driver
The 4-Letter Code to Promoting Simply About Something
By Derek Thompson
The Atlantic JAN/FEB 2017
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