Name: Tesla’s Cybertruck Is Here. Some People Are Underwhelmed.
Uploaded: 2023-12-12T21:22:00Z
Duration: 6 min

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Ken Burns, the filmmaker behind the documentary miniseries "The American Revolution" and others, spoke to Barron's editor at large Andy Serwer.

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It’s a truck, it’s a sports car, it’s sci-fi inspired—Tesla’s long-awaited Cybertruck is finally here. But amid the hype, not all first impressions of the car lived up to Elon Musk’s promise of Tesla’s “best product ever.” WSJ columnist Tim Higgins spoke with host Alex Ossola about why this launch looked different from others, and whether we can expect to see Cybertrucks filling the streets anytime soon. Photo: iStock

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Tesla’s Cybertruck Is Here. Some People Are Underwhelmed. 

Alex: Welcome to Tech News Briefing. It's Tuesday, December 12th. I'm Alex Ossola for The Wall Street Journal. Tesla's long awaited Cybertruck was intended to break the mold on what a truck could be. It was designed to look futuristic, with a triangular profile and the promise of a bulletproof body. Late last month, Tesla finally delivered its Cybertrucks at a launch event in Austin, Texas. But the event itself, as well as the marketing around the truck, were a bit unusual. Joining me to talk about it is WSJ columnist Tim Higgins. What is notable about the Cybertruck? What's the big deal here?

Tim: What's notable is that this is Elon Musk's vision for what a pickup truck can be like and when he introduced it four years ago there was a lot of excitement. It's polarizing. Some people think it's ugly, some people think it's the future. It's something maybe inspired by "Blade Runner," something out an apocalyptic sci-fi nightmare, almost like a triangle on wheels meant to look like it's avenging the rest of the world, and it's been delayed and it's finally arrived. Elon Musk has called it Tesla's best product ever and the official launch, the rollout, the delivery to actual customers is something that he predicted was going to be the biggest product launch of the year for the entire world.

Alex: And did it live up to that?

Tim: It's probably in the eye of the beholder. One thing about it is that if you were expecting it to be the world's biggest product launch, you probably would've thought there would be almost a circus to cover it, but they didn't necessarily do all the things you would expect to maximize media coverage. In fact, they really didn't let the media in to see this vehicle up close. Instead, they relied on the X platform to help get the word out. They relied on social media influencers to get their opinions out there.

Alex: What were some of the specs? You mentioned that Musk first talked about the truck itself four years ago, did the actual truck, once it was in-person, deliver on some of those promises?

Tim: Initially, people in the room would talk about how they were surprised on a few things, the big thing being price. And, in fact, in the room of the event, they didn't know what the price was, they had to look online to find out what the price was. And four years ago, Elon Musk was talking about a vehicle that would cost as little as about $40,000. In fact, now the cheapest version of the truck is going to be $20,000 more and it won't be available until 2025. The most expensive version of the truck has jumped to about $100,000 from the previous target of about $70,000. There's a long history of Tesla not quite hitting the mark on those prices when they first come out, and that's oftentimes because what's going on is the technology and the vision that Musk has is just way more expensive than what his engineers and teams can deliver. And when you look at the Cybertruck, what he's really trying to do is test and explore all sorts of new technologies, whether it's something called steer-by-wire, which is a very fancy and exciting kind of idea of how the car will actually steer, to the materials used on the exterior. The other thing that came out was the range. The higher end version was sold as a vehicle that was going to be able to go more than 500 miles on a single charge and in reality that wasn't the case and you heard a lot of people complaining about that.

Alex: And, like you said, some of these earlier reviews out there are from influencers. Why does that matter? What difference does that make for this product?

Tim: Influencers have a community of followers, so perhaps these are Tesla fans and they'll be preaching to the Tesla loyalists. They have, in some cases, huge reach. These folks who have videos that they put out on a regular basis through YouTube, for example, can have millions of subscribers. In some ways, it's a gamble that Elon can get his message out in an unfiltered way to his community rather than going through the typical mainstream media apparatus that he feels oftentimes frustrated with and doesn't feel that is aligned with him. Now that he owns and controls X, he often talks about how he is in competition with the media.

Alex: Now that the Cybertruck is here, what does it say about what we can expect to see from Tesla in the future?

Tim: The Cybertruck is going to be, perhaps, a painful next few months as they ramp up in a very public way. A traditional car company might get all the kinks out in private before going public, but Tesla has a long history of launching and then figuring it out. Wall Street isn't expecting this thing to be a huge seller. In a lot of ways, it's a halo vehicle, something that is part-marketing, part-aspiration that keeps the brand, perhaps, relevant for a while until they come out with their next generation vehicle.

Alex: So I shouldn't expect to see the streets of New York City filled with Cybertrucks in the immediate future?

Tim: Yeah, I wouldn't expect them to be flooding Manhattan just yet. Not just because of the price but also because the company just doesn't have the manufacturing capacity just yet. They have many months ahead to ramp to a level that is gonna be considered mass production.

Alex: That was WSJ columnist Tim Higgins. And that's it for Tech News Briefing. Today's show was produced by Julie Chang with supervising producer Katherine Milsop. I'm Alex Ossola for The Wall Street Journal. Thanks for listening.

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