but electric trucks are very successful in China. Why not in the rest of the market?
The Cybertruck is weird and a "status" symbol, but most people want to fit in, but also have the "nicest" looking status symbol, so they convince themselves that "this particular truck" is really nice. (And also if I own it, it's clear I do lots of hard physical things.)
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?
Successful companies well understand they don't know exactly what maximizing shareholder value requires. They are always making small experiments to see what really works in the market. Many of those they know will fail and in turn cost shareholder value because of a bad investment. But you have to try bad investments in order to find one that is good.
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
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.
The overwhelming majority of new car purchases is the US aren’t based on sales price, but monthly payment.
For the vast majority of buyers, an extra $50 a month for some luxury features is the easiest upsell in the world. They simply don’t think through the savings, they think “I want heated seats, better sound, etc”
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.
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.