If Cybertruck fails, Tesla will release a new pickup truckAugust 4, 2020
If the Cybertruck does poor sales, Tesla will replace it with a more traditional pickup truck.
The Tesla Cybertruck looks completely different than any pickup truck on the market. This was done on purpose because Tesla CEO Elon Musk admitted that he didn’t care what customers want from the truck: he just wanted to create something awesome. There is no doubt that this approach has a long list of risks, but the payoff can also be enormous. Musk said in an interview that he did not do the market research that major automakers do before creating a new model.
“Customer research?” He said, before bursting into laughter. “We just made a car that we think is amazing and looks super weird. I just wanted to create a futuristic battle tank from Blade Runner or Aliens or something, but very functional. “
Traditional pickup buyers are unlikely to be willing to buy the Cybertruck, but Musk seems to be looking far beyond them, bringing in those who would normally not even consider buying a truck but, like him, just want something cool and atypical. Tesla Cybertruck currently has more than 620,000 pre-orders, although this does not mean that all reservations will be transferred to sales. However, this is a sign that Cybertruck’s unconventional design is beating all traditional conventions.
But what if Cybertruck’s sales turn out to be a complete flop? What if the initial excitement during the launch phase dies down before the first copies roll off the assembly line at Tesla’s new Gigafactory currently under construction in Austin, Texas?
“It could be a better sports car than a Porsche 911, a better truck than an F-150, and it’s armored and looks like something from the future. It was a goal that suggested it could be a complete failure. But that didn’t bother me that much, because if it turns out that nobody wants to buy a weird looking truck, we’ll build a normal truck, no problem. There are many regular trucks that look pretty much the same; you can hardly tell the difference. And of course we could just make some copies of the trucks, that’s easy. So this is our retreat strategy, ”Musk said.
It’s also a risky strategy, but Musk likes to take risks. He did not get where he is today without it. “If they like Cybertruck, cool. If not, then yes. We are not trying to play some kind of marketing game. We’re just trying to create products that people will love. “
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