Tesla beyond the shattered glass
Priya Wadhwa
10X Technology

Tesla beyond the shattered glass

Moving past the incident, here's why Tesla's Cybertruck will still do exceedingly well.

One of the best kept secrets of 2019 was the launch of Tesla’s pick-up truck, made famous by the shattered glass. Whether it was a marketing stunt or not, it certainly caught eyeballs and became known by a lot more than those who earnestly follow Tesla, Elon Musk and the automotive industry.

But here, we want to talk about the car itself and how well it is expected to do.

Dubbed as the Cybertruck, the all-electric pick-up truck has been announced to come in three models: single-motor, dual-motor and trimotor.

The single-motor model, at the lower end of the price range will start from $39,900, give 250 miles of driving range, 7,500 lbs of tow rating, and accelerate from 0 to 60 mph in 6.5 seconds.

The dual motor variety, set at $49,000, will provide a tow capacity of 10,000 lbs and 300 miles of drive range. Plus, it accelerates from 0 to 60 mph in 4.5 seconds.

The top-of-the-line variety, with tri-motor set up, will start at $69,900. With tow capacity of 14,000 lbs and 500 miles of driving range, it can accelerate from 0 to 60 mph in under 3 seconds. Now that’s powerful!

However, Elon Musk hasn’t revealed how a tri-motor vehicle will work, as the single motor variant usually have the motor on the rear axle, while the dual-motor has a motor on each axle. This variant is set to go into production by 2022, while the others will begin production in 2021.

Now, the Cybertruck has been at the receiving end of a lot of jokes since the shattered glass incident. There are pictures making fun of the design of the truck itself, calling it ugly and distasteful.

However, there are a few things people are yet to notice: the design of the truck is highly unconventional, giving a manly, strong and hard appearance, to the usually sleek models on offer. In marketing terms, it has played into the psychology of those who buy trucks because they identify with it, or want to identify with what the truck signifies: heavy duty, strong, manly and powerful.

Think of the design of the Hulk, the Terminator, the G.I. Joe figurines. There are reasons why more boys like them than the girls. This isn’t the case of gender descrimination, but simply that men and women identify with objects differently as a result of culture, psychology, upbringing and such.

And this is one of the aspects of the cybertruck that will attract the large audience of men who prefer such kind of cars, but don’t find something this muscular in the market. Moreover, it will play a big role in helping the segment switch to electric variants.

Furthermore, the design simply stands out. Specs are extraordinary, but design is one of the key elements to attract an audience. Imagine being on the road with the Tesla cybertruck, and even the person who is not into cars and cannot differentiate between an Audi and BMW, will know that’s a Tesla Cybertruck on the road.

Now, for those who are proud of their cars and want attention on the road, there’s no need to rev the engine, but to simply sit in a Tesla Cybertruck. And all other pick-up trucks will be put to shame.