On April 23, Business Insider published an article stating that when Tesla launches Cybertruck in 2023, there will be 1 million people on the reservation list. However, more than a year later, trucks are piling up on the sales floor and less than 50,000 vehicles have been delivered.Thus, a quiet rebranding began.
Cybertruck
Over the past few months,Tesla begins positioning Cybertruck as a car for ordinary workers, less science fiction and more practical. The company has updated its website, ditching its otherworldly aesthetic and instead showcasing images of truck towing equipment and trailers. The company's salespeople say it's becoming increasingly difficult to sell the car off the sales floor. they said,The vehicle needs to appeal to traditional pickup buyers.
"To market this car to pickup truck users, more emphasis should be placed on functionality.," said a salesperson working in the South. "They want to know how much it can tow and how much it can hold in the bed of the truck. "
As recently as April 9, Tesla's website included renderings of the Cybertruck in a Mars-like environment, as well as advertising copy claiming it was "built for any planet" and that its "cabin is as quiet as outer space." Earlier, Ford CEO Jim Farley dismissed the Cybertruck as only for "Silicon Valley people."“It’s like a cool high-end product parked in front of a hotel.”
In mid-April,Tesla sinceCybertruckhas redesigned its product pages for the first time since launch. Gone are the futuristic aesthetics and allusions to Mars; now the car looks like it could be used by construction workers or families.
It's strikingly similar to an ad for the 2024 Ford F-150, which has been America's best-selling pickup truck for the past 40 years.
Cybertruck vs. F-150 Advertising Comparison
"Auto Trader" editor Brian Moody said that he believes that Cybertruck's marketing strategy is a smart move for the brand and represents a reasonable development trend.
"Initially, they were appealing to Tesla fans, but most of those people probably already bought cars, and now they have to appeal to the general public," Moody said."Now they need to focus on practicality."