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Tesla’s unique strategy regarding crucial Cybertruck details is the best ad there is

Credit: Nattanan Sirivadhanabhakdi/Facebook

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Tesla has had a unique strategy with the all-electric Cybertruck since it was first unveiled four years ago in Los Angeles. It might be the best advertisement there is.

For the past few years, Tesla has not tipped its hand with certain details regarding the pickup, and some might argue they are the most crucial parts of a vehicle’s buildup, especially for an EV: price, trim levels, and range.

It is an ongoing strategy that has been keeping the Cybertruck in the public discussion of the entire automotive sector for the last few years as the prices have gone from $39,990, $49,990, and $69,990, to whatever your best guess is.

A company that has been headstrong against the prospect of advertising, Tesla knows how to stimulate consumer discussion around itself. After all, its CEO Elon Musk also owns X, which less than a year ago was known as Twitter. Musk is no stranger to being in a headline, and he knows how to get people talking. Perhaps a genius in advertising, too, the CEO has everyone buzzing about what the Cybertruck will cost and how long it will go on a single charge.

But this might be exactly the buzz Tesla and Musk want, even if it is keeping the most loyal fans in the dark about the particulars of what is its most unique vehicle yet. Even those who are not EV enthusiasts and have no interest in the Cybertruck want to know what a stainless steel-covered pickup will cost and what its capabilities are.

Instead of spending hundreds of thousands of dollars on ads and millions more on an general advertising budget, there is the advantage of curiosity that Tesla has shamelessly adopted and used to its advantage, all leading up to this Thursday. It is no secret that pricing is likely going to be different than what it was in 2019. Too much has changed from a macroeconomic perspective.

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But the jury is still deliberating on what this strategy entails. Has it worked on creating buzz? Obviously. Is it fair to the consumer? Not necessarily.

Tesla CEO Elon Musk unveils futuristic Cybertruck in Los Angeles, Nov. 21, 2019 (Photo: Teslarati)

There are no products that come to mind for me when I think of an imminent launch and lack of details in terms of pricing and capabilities. Imagine if Apple reworked the iPhone and decided to keep the price a secret, at least until hundreds of people lined up outside of their stores and showed up to buy it, only guessing what their credit card bill would be the following month.

With a car, it’s obviously different. It’s a long-term payment structure because the truck is going to cost tens of thousands, much more than an iPhone. Even still, this argument can be used to support the counterargument: if people are going to spend this much on a vehicle, isn’t there a reason for them to have an idea of how much they will pay?

This leads to several ideas about the delivery event this Thursday in Austin. As the Cybertruck’s Certificate of Conformity, Certificate Information, and Application have yet to be published by the EPA, it is interesting to think about who exactly will be taking delivery of the Cybertruck this week. It might be influencers who were sworn to secrecy by an NDA, it could be employees, and of course, it could be regular people who just happened to place a reservation very early, perhaps just moments after the configurator was launched.

Credit: Joe Tegtmeyer | X

Whoever does get their hands on an early Cybertruck build will be lucky, as rumors of between 10 and 30 units being delivered on Thursday have both circulated. There are at least a million orders for the Cybertruck, Musk said on the most recent Earnings Call.

No matter what happens, the Cybertruck has been an advertisement in itself, and it has concentrated the entire automotive industry’s attention this week. All eyes are on Tesla and the Cybertruck, as a vehicle four years in the making is finally here, and it is perhaps the best advertisement the automaker could have ever had for itself.

Don’t hesitate to contact us with tips! Email us at tips@teslarati.com, or you can email me directly at joey@teslarati.com.

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Joey has been a journalist covering electric mobility at TESLARATI since August 2019. In his spare time, Joey is playing golf, watching MMA, or cheering on any of his favorite sports teams, including the Baltimore Ravens and Orioles, Miami Heat, Washington Capitals, and Penn State Nittany Lions. You can get in touch with joey at joey@teslarati.com. He is also on X @KlenderJoey. If you're looking for great Tesla accessories, check out shop.teslarati.com

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Tesla to lose 64 Superchargers on New Jersey Turnpike in controversial decision

Tesla is set to lose 64 Superchargers on the extremely busy and congested New Jersey Turnpike.

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Credit: Tesla

Tesla is going to lose 64 Superchargers on the New Jersey Turnpike after a decision by the Turnpike’s governing body was made not to renew its contract with the automaker.

On Friday, Tesla revealed that the New Jersey Turnpike Authority (NJTA) had officially decided to choose a sole third-party provider for its electric vehicle infrastructure. This resulted in the NJTA not renewing its contract to keep Tesla Superchargers on the toll road.

The NJTA also requested, with its decision not to renew with Tesla, that the company decommission all 64 Supercharger stalls, an unprecedented decision that will remove these plugs from the turnpike, making charging more scarce on the busy roadway.

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Tesla detailed the situation on Friday:

“The New Jersey Turnpike Authority (“NJTA”) has chosen a sole third-party charging provider to serve the New Jersey Turnpike and is not allowing us to co-locate. As a result, NJTA requested 64 existing Supercharger stalls on the New Jersey Turnpike to not be renewed and be decommissioned.”

Tesla said it has been preparing for the potential that the Turnpike Authority would make this decision for three years by building 116 Superchargers nearby to still supply drivers with reliable charging infrastructure.

The company also noted that its Trip Planner would adjust automatically.

There were also efforts to maintain a relationship that would benefit both the Turnpike and EV drivers who use it.

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Tesla said it offered the NJTA various “above-market commercial items,” like an offer to build Superchargers at all New Jersey Service Plazas with equipment upgrades like screens and adapters for those companies who have gained access to its charging piles but need to utilize the NACS and CCS1 plugs.

The decision is one that seemed to baffle the company, especially as infrastructure is one of the biggest concerns among EV skeptics:

“Tesla always advocates for more infrastructure and co-location with additional third-party charging providers. This drives down costs through optionality, and accelerates EV adoption by having sufficient capacity to shoulder peaks. We expect that ~30 times more fast-charging capacity is needed to get to full EV adoption. NJTA’s decision to remove, rather than add, critical charging infrastructure is a setback for New Jersey’s EV adoption goals of 100% Zero-Emission New Car Sales by 2035. It removes Turnpike access to the most reliable (99.9% uptime), least congested (<1% waiters) and cost-effective (~30% lower $/kWh) charging. “

The company said it was more than willing to invest in Turnpike sites if the Authority or New Jersey Governor Phil Murphy wanted to reverse the decision.

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SpaceX hit with mishap investigation by FAA for Starship Flight 9

Starship’s ninth test flight has the FAA requiring a mishap investigation from SpaceX.

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Credit: SpaceX

SpaceX has been hit with yet another mishap investigation by the Federal Aviation Administration (FAA) related to the company’s ninth test flight of Starship earlier this week.

The FAA said the mishap investigation is “focused only on the loss of the Starship vehicle, which did not complete its launch or reentry as planned.” The agency said the loss of the Super Heavy booster is covered by one of the FAA’s approved test induced damage exceptions requested by SpaceX.

All of Starship and Super Heavy booster debris landed within the designated hazard areas, the FAA confirmed.

SpaceX Starship Flight 9 recap: objectives & outcomes

It said it activated a Debris Response Area out of an abundance of caution as the booster “experienced its anomaly over the Gulf of America during its flyback toward Texas. The FAA subsequently determined the debris did not fall outside of the hazard area. During the event there were zero departure delays, one flight was diverted, and one airborne flight was held for 24 minutes. ”

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SpaceX has become accustomed to mishap investigations by the FAA, as they have been impacted by them on several occasions in the past, including on Flight 8. However, they are a precautionary measure and usually are resolved within a few weeks.

Flight 9 was one of SpaceX’s most eventful, as there were several discoveries during the launch. First, it was SpaceX’s first time reusing a Super Heavy booster, as the one utilized for Flight 9 was also used on Flight 7 in January.

Contact with the booster and Starship were both lost during Flight 9. SpaceX said the booster was lost “shortly after the start of landing burn when it experienced a rapid unscheduled disassembly approximately 6 minutes after launch.”

Meanwhile, Starship was set to make a splashdown in the Indian Ocean, but the vehicle was lost about 46 minutes into the flight, SpaceX said in a mission recap.

It was an improvement from the previous two flights, as both 7 and 8 resulted in the loss of Starship after just a few minutes. Flight 9 lasted considerably longer. These flights are also not intended to make it to Mars, despite what other reports might try to tell you.

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These are ways to gain information for when SpaceX eventually tries to get Starship to Mars.

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Investor's Corner

Tesla bull writes cautious note on Robotaxi launch: ‘Keep expectations well contained’

Morgan Stanley’s Adam Jonas is more cautious about Tesla’s upcoming Robotaxi launch.

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Credit: Tesla

Tesla analyst Adam Jonas of Morgan Stanley is telling investors to be wary of the Robotaxi details CEO Elon Musk revealed this week, after a report seemed to land on the prospective launch date of the platform in June.

Earlier this week, a report from Bloomberg indicated Tesla had internally landed on a tentative date of June 12 for its Robotaxi launch in Austin. Shortly after, Musk detailed the successful testing Tesla has already performed without anyone in the driver’s seat.

Tesla lands on date for Robotaxi launch in Austin: report

He also indicated Teslas would self-deliver to customers in June.

Analysts are now sending out investor notes on the announcement Musk made, along with the Bloomberg report. Jonas’s note is more cautious than others.

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Jonas believes Tesla needs to shed more details before investors and fans of the company get too excited. He believes there is more information that could be released, but until then, he is suggesting investors “keep expectations well contained.”

He wrote:

“As is typical for highly anticipated Tesla events, we would keep expectations well contained for the (reported) June 12th Cybercab launch event in Austin. However, we would look for a continued stream of updates for the performance and growth of the network thereafter (numbers of cars, miles, trips, etc.) in the days and weeks that follow.”

The tone of Jonas’s note contradicts that of Wedbush’s Dan Ives, who believes the “golden age of autonomous” lies in Tesla’s hands. He seems to believe Tesla will come through on its June 12 launch.

Tesla set for ‘golden age of autonomous’ as Robotaxi nears, ‘dark chapter’ ends: Wedbush

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Morgan Stanley’s note is slightly more

Jonas is obviously still bullish, but is much more tentative to move forward with an attitude that communicates skepticism about what Tesla has revealed.

Jonas and Morgan Stanley have a $410 price target on Tesla shares with a ‘Buy’ rating. Tesla stock is trading at around $358 at 12:15 p.m. on the East Coast.

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