I think the cybertruck appeals to a very narrow market. It's too expensive for most people who just want a big vehicle to get groceries and run kids to around, and doesn't really have any qualities that make it useful for commercial use, outside of being a rolling billboard. Unless it just really appeals to you and you have cash to burn, I don't know why you'd buy a cybertruck over a Ram/Ford/GM. A RAM 1500 w/ etorque costs half a cyber truck and gets decent fuel mileage... If you need a work truck a RAM 3500 is cheaper and will reliably haul 30-40k loads 12 hours a day and the warranty isn't void the second your tires touch dirt.
People who buy trucks as a status symbol want to be "tough". And Tesla clearly intended to appeal to "tough guys", it is big, powerful, and supposedly indestructible. Elon even twitted at some point that it would destroy the other car in a collision, a morally questionable comment, but the implications are clear, a though vehicle for people who don't give a fuck about others.
And then, they managed to break the unbreakable window during the presentation, followed by the rusty trucks, and most importantly, the whole fiasco with glued panels that came off. So, you market a tough vehicle, but it falls appart. Who is going to buy that?
I think the Fathom will outsell the Slate 10 to 1 despite costing more, because U.S. buyers have adapted to "luxury" in every trim level of vehicle. I mean, yes base level Corollas still sell quite well (but these days even those have features you dreamt about in a luxury sedan not too many decades ago.)
The Slate represents an ideology that combines the nostalgia of what trucks used to be (especially the Ford Ranger) with a modern EV powertrain, but most people don't actually want the stripped down basic vehicle, even if their eyes light up over the idea.
I also think that the reason we see so many crew cab trucks is because people are well and over the "move front seat forward and then squeeze yourself into the back" rear passenger experience the market used to accept when coupes and extended cab trucks had significant sales. The Slate not having 4 doors is going to be a big deficiency when it's cross-shopped against the Fathom.
> The Slate represents an ideology that combines the nostalgia of what trucks used to be (especially the Ford Ranger) with a modern EV powertrain, but most people don't actually want the stripped down basic vehicle, even if their eyes light up over the idea.
I have debated this extensively with some friends. I *jumped* at the slate pre-order precisely because it doesn't have any 'luxury' trim options. I don't want to pay out the nose for a fancy infotainment system that will use the cheapest possible under powered electronics from a decade ago, run a 10 year old version of android that spies on me, gets no useful updates...etc.
I certainly have my biases but I suspect that most people only _tolerate_ most of the painpoints w/ the various 'luxury' items in their cars and if given the opportunity to start simple and upgrade they would.
> but most people don't actually want the stripped down basic vehicle
Perhaps. But if you put two options side-by-side and show people what they get at the two different price points, I'd bet that the ~30k slate compared to the ~ 50k typical new car price will get a decent chunk of people thinking about what _else_ they could do with 20k in savings.
I have a slate preorder but it's a niche vehicle. It's a small 2 door 2wd pickup that can't meaningfully tow and has a 200 mi range.
It's not going to appeal to people who want a truck as a symptom of fragile insecurities around their masculinity and that's a biiiig part of the US truck market
Look at the F150 lightening to see the failure of electric trucks. Chevy, Dodge and Ford all have, and it shows. Chevy's electric Silverado has a lot more range because more people want a truck for towing than the 1% that hacker news claims, and so range became and issue. Ford and Dodge are instead looking at plug in hybrids for the future: use an engine when towing, and battery for acceleration and shorter trips.
Trucks are a status symbol in the USA. EVs were becoming acceptable in the mainstram, hence the initial surge in sales, but that has cooled off since 2024. Now very few outside of the big tech cities are spending money on EVs. Hence the fate of the electric F-150 as well.
Most vehicles are used to get one person to and from work every day. There are a lot of people who don't have kids or only have one kids and so they don't need use passenger space or hauling capacity. The Cybertruck is aerodynamically terrible, but if people are not using it as a truck, well I guess it's transport that works for them.
However, people are talking about the same truck as if it is a truck. And it's a terrible truck for people who need a truck. On the other hand, a lot of other trucks are also terrible at being a truck for the people who need a truck. You have to go into the three-quarter ton or one-ton range to find a decent truck these days, even though a modern half-ton probably has more power and weight carrying capacity than a 30-year-old three-quarter ton truck. The way it's set up means it's not going to work as well as a truck. The 30-year-old truck is going to have a longer bed, which is something that someone who needs a truck is going to want in the truck.
I think the cybertruck appeals to a very narrow market. It's too expensive for most people who just want a big vehicle to get groceries and run kids to around, and doesn't really have any qualities that make it useful for commercial use, outside of being a rolling billboard. Unless it just really appeals to you and you have cash to burn, I don't know why you'd buy a cybertruck over a Ram/Ford/GM. A RAM 1500 w/ etorque costs half a cyber truck and gets decent fuel mileage... If you need a work truck a RAM 3500 is cheaper and will reliably haul 30-40k loads 12 hours a day and the warranty isn't void the second your tires touch dirt.
It’s a status symbol masquerading as a utility vehicle.
And it failed at it too.
People who buy trucks as a status symbol want to be "tough". And Tesla clearly intended to appeal to "tough guys", it is big, powerful, and supposedly indestructible. Elon even twitted at some point that it would destroy the other car in a collision, a morally questionable comment, but the implications are clear, a though vehicle for people who don't give a fuck about others.
And then, they managed to break the unbreakable window during the presentation, followed by the rusty trucks, and most importantly, the whole fiasco with glued panels that came off. So, you market a tough vehicle, but it falls appart. Who is going to buy that?
also a status symbol inextricably linked to elon's "brand" which doesnt help
Aka 99% of trucks.
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The Slate and Fathom are going to sell like hotcakes in the US.
I think the Fathom will outsell the Slate 10 to 1 despite costing more, because U.S. buyers have adapted to "luxury" in every trim level of vehicle. I mean, yes base level Corollas still sell quite well (but these days even those have features you dreamt about in a luxury sedan not too many decades ago.)
The Slate represents an ideology that combines the nostalgia of what trucks used to be (especially the Ford Ranger) with a modern EV powertrain, but most people don't actually want the stripped down basic vehicle, even if their eyes light up over the idea.
I also think that the reason we see so many crew cab trucks is because people are well and over the "move front seat forward and then squeeze yourself into the back" rear passenger experience the market used to accept when coupes and extended cab trucks had significant sales. The Slate not having 4 doors is going to be a big deficiency when it's cross-shopped against the Fathom.
> The Slate represents an ideology that combines the nostalgia of what trucks used to be (especially the Ford Ranger) with a modern EV powertrain, but most people don't actually want the stripped down basic vehicle, even if their eyes light up over the idea.
I have debated this extensively with some friends. I *jumped* at the slate pre-order precisely because it doesn't have any 'luxury' trim options. I don't want to pay out the nose for a fancy infotainment system that will use the cheapest possible under powered electronics from a decade ago, run a 10 year old version of android that spies on me, gets no useful updates...etc.
I certainly have my biases but I suspect that most people only _tolerate_ most of the painpoints w/ the various 'luxury' items in their cars and if given the opportunity to start simple and upgrade they would.
> but most people don't actually want the stripped down basic vehicle
Perhaps. But if you put two options side-by-side and show people what they get at the two different price points, I'd bet that the ~30k slate compared to the ~ 50k typical new car price will get a decent chunk of people thinking about what _else_ they could do with 20k in savings.
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Everything that's cheap will sell like hotcakes, but that doesn't mean the companies selling them will make much profit from them.
There is more than one definition of "very successful". Maximizing shareholder value isn't everything.
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High volume, low margin is a completely legit strategy.
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I have a slate preorder but it's a niche vehicle. It's a small 2 door 2wd pickup that can't meaningfully tow and has a 200 mi range.
It's not going to appeal to people who want a truck as a symptom of fragile insecurities around their masculinity and that's a biiiig part of the US truck market
I don't think this is a failure of electric trucks, it's a failure of this specific design.
Look at the F150 lightening to see the failure of electric trucks. Chevy, Dodge and Ford all have, and it shows. Chevy's electric Silverado has a lot more range because more people want a truck for towing than the 1% that hacker news claims, and so range became and issue. Ford and Dodge are instead looking at plug in hybrids for the future: use an engine when towing, and battery for acceleration and shorter trips.
Yes those are better examples. But the cybertruck situation was sui generis.
Trucks are a status symbol in the USA. EVs were becoming acceptable in the mainstram, hence the initial surge in sales, but that has cooled off since 2024. Now very few outside of the big tech cities are spending money on EVs. Hence the fate of the electric F-150 as well.
Cybertruck is only available in countries that don't want EVs.
That's electric semi trucks. The market for pickup trucks in general in China would be pretty small.
The Cybertruck is not very good at being a truck, but it is very good at being a social signifier.
This isn't about the idea of electric trucks.
This is specifically about the Tesla Cybertruck, which has been shown to be fairly shoddy in construction AND is tied to a very, very divisive figure.
Overpriced, not good at being a truck, eDong, yep.
Because cybertruck is a bad truck.
It's also illegal to sell in EU because of how bad it is for pedestrian safety.
bad truck suggests it's bad at being truck not just... at everything related to transport
Most vehicles are used to get one person to and from work every day. There are a lot of people who don't have kids or only have one kids and so they don't need use passenger space or hauling capacity. The Cybertruck is aerodynamically terrible, but if people are not using it as a truck, well I guess it's transport that works for them.
However, people are talking about the same truck as if it is a truck. And it's a terrible truck for people who need a truck. On the other hand, a lot of other trucks are also terrible at being a truck for the people who need a truck. You have to go into the three-quarter ton or one-ton range to find a decent truck these days, even though a modern half-ton probably has more power and weight carrying capacity than a 30-year-old three-quarter ton truck. The way it's set up means it's not going to work as well as a truck. The 30-year-old truck is going to have a longer bed, which is something that someone who needs a truck is going to want in the truck.
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