In a world that is increasingly connected, we now have the freedom to transmit whatever we want to large groups of people with very minimal effort. Facebook posts, Instagram stories, YouTube videos, and even WhatsApp Stories are very easy channels of shoving our ideas, or our lives, down the throats of unwilling but terribly addicted viewers. In a world of decentralised media, everybody fights for attention, regardless of how big or small their business may be.

Employing celebrity ambassadors (e.g. Toyota with Malaysian celebrities, Mercedes with Nicki Minaj), creating a motorsport team (a traditional method), creating a motorsport event (Toyota Gazoo Racing), and sponsoring big sports events/teams, are just some of the many ways of grabbing your attention. There is also a much simpler method, but it requires a tremendous amount of bravery – being radically different.

 Just look at the electric, hybrid, and ICE hypercars of today. They all look interchangeable. Lotus’s new Evija really just looks like another McLaren or Rimac Hypercar (my opinion). Had the Tesla Cybertruck looked like a conventional pickup, it wouldn’t have gained as much attention or spawned as much memes. That’s just how the internet works. In a time before the internet was accessible to the masses, a great manipulator of free publicity would be Richard Branson with his headlining adventures and cunning jabs at rival British Airways. Virgin was, at that time, frequently on the front page of the newspaper.

If you came here for the specs of the Tesla Cybertruck, here they are (lifted straight from Tesla’s Press Kit). I’m just going to continue ranting for a little bit more.

• Range: 500+ miles
• 0-60 mph acceleration: <2.9 seconds
• Towing capacity: More than 14,000 lbs
• Payload: Up to 3,500 lbs
• Vault length: 6.5 feet
• Storage capacity: 100 cubic feet of exterior, lockable storage including the vault, frunk, and sail pillars.
• Suspension: 4” in either direction
• Touchscreen size: 17”
• Body: Ultra-Hard 30X Cold-Rolled stainless steel. If there was something better, we’d use it.
• Seating capacity: Up to six adults
• Charging: Can be charged at home, at Destination Charging locations, and with our network of more than 14,000 Superchargers, including on our newest V3 technology, which is helpful for long hauls and towing.

               Had this design come from a much lesser known brand/entrepreneur, it would have been most likely tossed out the window, ridiculed, or totally ignored. With a brand like Tesla and a figure like Elon Musk, the design still gets ridiculed, but also gains admiration and is called “brave”, or “thinking outside the box”. With Tesla’s Gigafactory in China, hopefully production demands can be met.