13th June 2024

By now you absolutely know the story: In 2019, Elon Musk unveiled the Tesla Cyber truck, making all kinds of fantastic guarantees.

That is extra than simply an indulgent flight of fancy: People purchase 2.5 million pickups a yr, and the Ford F-150 has been the best-selling car in America for the previous 40 years. The multi-billion greenback query is whether or not Tesla could make a compelling car at a beautiful value level that pulls in patrons from different pickup producers or EV makers.

Personally, I believe the cyber truck is simply too rattling ugly. I can’t ever think about shopping for considered one of these. It appeared like a vector graphic pulled out of an early 1980s 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 are going to discover out the main points and specs at Three pm when the information will get launched. (You possibly can comply with the occasion stay on X).

The problem for this oddly formed pickup truck goes past its seems to be: The entry-level Ford F150 Lightning (my evaluate right here) is loads of car for the cash, ranging from $50okay (up from $40okay) and going as much as the $90okay+. On the excessive finish, the Rivian R1T pickup begins pricing at $73okay, gives 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.Zero seconds.

At a automotive occasion earlier this yr, I spoke with (full-sized conventional) pick-up truck homeowners, considered one of whom referred to as the Tesla Cyber truck a “Clown Automobile.” I believe it seems to be extra prefer it got here out of a online game, however that’s my view. My guess is he gained’t be a purchaser.

I believe 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 loads 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 guess towards.

We do know that Tesla finds itself within the uncommon place of being approach 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 totally different. However there’s a idea in product design referred to as MAYA — Most Superior But Acceptable. Derek Thompson does an exquisite job explaining why most new merchandise — songs, buildings, vehicles, actually something — can solely push the envelope thus far.

It is going to be attention-grabbing to see if this oddly formed pickup finds an viewers past the Tesla devoted. Additionally attention-grabbing is how Tesla will modify to manufacturing and gross sales challenges.

I’m curious to see what the main points are, even when I’m not the goal demographic or car purchaser for this car out of Battle Zone …

UPDATE: 11/30 3pm

From their very own website, the Tesla Cyber truck replace

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, Automobile and Driver

The 4-Letter Code to Promoting Simply About Something
By Derek Thompson
The Atlantic JAN/FEB 2017

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