Is Tesla’s Cybertruck Design Too Radical?
Introduction
When Elon Musk introduced Tesla’s Cybertruck, it sent the internet into a frenzy of discussion and humorous comparisons, from doorstops to the character Flats the Flounder from SpongeBob SquarePants. However, those who have been in the automotive industry for a while noted another distinct resemblance: the Cybertruck is reminiscent, if not derivative, of the classic DMC DeLorean from the Back to the Future movies.
The DeLorean and the Cybertruck: A Design Comparison
Both the DeLorean and the Cybertruck share hard edges and angular designs, but the DeLorean fell short of performance expectations. Only 9000 of these futuristic sports cars were produced before production ceased in 1983. Both vehicles were designed by iconic renegades, with Musk and John Z. DeLorean both perturbed by a lack of innovation in the automotive industry.
Musk has proven to have the staying power, and the Cybertruck is designed to be as different as possible from the status quo. This radical design aims to capture the attention of potential buyers, and the company received over 200,000 reservations within days of the unveiling. Despite this, it’s important to consider what Musk’s ultimate goal is — not simply to make money, but to stop people from buying fossil-fuelled SUVs.
Is the Cybertruck Design Smart?
Despite its controversial appearance, the Cybertruck design is actually quite thoughtful. Its simplicity means no paint is required, and the exoskeleton construction reduces the number of parts, making the basic structure lighter. This allows for a larger battery pack, providing greater range than traditional truck construction. Additionally, the air suspension system improves highway range and off-road performance.
The fact that modified pickups built to set records at Bonneville use a similar shape highlights the effectiveness of this design. While not optimized for a standard pickup, it performs remarkably well in wind tunnel tests. This unconventional design is key to Tesla’s strategy, as it sets the Cybertruck apart from competition.
Polarizing but Effective
The Cybertruck design is polarizing — a market that Musk fully embraces. He needs only 5 to 10% of prospective pickup buyers to absolutely love the design to start a significant market presence. The Cybertruck will provide Tesla with a foothold in the segment and establish credibility in the industry. However, it may not be the long-term design direction for Tesla’s pickup offering.
In an interview on the Recode Decode podcast, Musk acknowledged the truck may face challenges in finding a market. Nevertheless, the edgy design serves as a proof of concept for an all-electric pickup. If the Cybertruck can establish a beachhead, Tesla can introduce a more conventional design to cater to traditional buyers.
While the Cybertruck design is ultimately polarizing, it is likely to resonate with enough consumers to secure Tesla’s place in the light-duty pickup market. Whether it will enter the mainstream market remains to be seen.
Conclusion: Regardless of the mixed reactions, the Cybertruck is a bold step in the right direction for Tesla. Its radical design aims to disrupt the automotive market, reduce reliance on fossil fuels, and pave the way for the future of electric vehicles.