OneZero:
>In theory, it could be the next Tesla to electrify a whole new demographic, one for which previous electric vehicles have held little to no appeal: the 20% of U.S. vehicle owners who drive pickups. But for the first time, Tesla may have missed the mark with its marketing, building a vehicle that is so self-consciously futuristic that it overshoots the target audience entirely.
>
>…No one can accuse the Cybertruck of lacking machismo. It is absolutely enormous, for one thing. It looks like an unholy union of a Hummer, a DeLorean, and a post-apocalyptic armored vehicle.
>
>To succeed, remember, the Cybertruck needs to appeal to people who weren’t Tesla buyers until now. And market research shows that full-size pickup owners don’t just make their decisions on the basis of performance; they also highly value tradition, and show some of the highest brand loyalty of any vehicle buyers. There is nothing remotely traditional about the Cybertruck.

The best comment I saw was from Twitter (paraphrasing): “The Cybertruck is a truck for Tesla fans. Tesla should have designed a Tesla for truck fans.” Musk’s boasting of pre-orders notwithstanding, this is a tough market to crack with a tough audience.