Does the Tesla Cybertruck Look Like the Future?

It looks like a cheesy 1980s interpretation of what the future would look like. Put some neon lights on it and it could pass for a prop from the movie Tron.

Blending Brilliance and Refinement

Yes, and no. The brilliance of the overall idea and structure will be a beginning and start a trend using those ideas but I fully expect in time it will be refined into a full line of much more attractive vehicles. I seriously doubt there will be a full line that looks just like it though. A lot of us don't care but too many do so it'll get better. Looks might even change a bit before production or not.

The Trend Toward Practicality

Human nature will probably still prefer certain styling in the future but our tastes are tending in this age toward shapes which are dictated by utility and engineering requirements. Witness the changing shapes of aircraft toward the requirements of stealth supersonics and advanced weaponry and materials. Ships are also getting this “futuristic” appearance. It means that appearances have changed to fit our current abilities and requirements. As society's needs and technological ability change, we may get new shapes in the future for transportation. The Tesla's shape was dictated by electric vehicle technology, modern materials, and cost considerations. We no longer use many horse-drawn wagons for cargo transport.

Aesthetics and Legacy

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When Elon Musk introduced Tesla's Cybertruck, it sent the Internet into a frenzy of memes and social media posts comparing the truck to everything from a doorstop to the SpongeBob Squarepants character Flats the Flounder. But those who have been in the auto industry for a while noticed another distinct resemblance: The Cybertruck is certainly reminiscent if not derivative of the classic DMC DeLorean.

Made famous by its role as a time traveling sports car in the Back to the Future movies, the DeLorean had the hard edges of the stainless steel Cybertruck and the angular design. However, unlike the Cybertruck, the DeLorean did not have the performance to back it up. Only 9,000 of the futuristic sports cars were made before production halted in 1983.

Both cars were designed by iconic renegades. Unlike Musk, John Z. DeLorean was an automotive insider. But they both were perturbed by the lack of innovation in the auto industry. The two shared a vision for breaking the mold in what they perceived as a stagnant automotive industry. But of the two, Musk has proven to have the staying power.

Polarizing Design as a Strategic Move

Just as the DeLorean was 40 years ago, the Cybertruck design is absolutely polarizing. And for Musk, that is perfect. Tesla is trying to enter the light-duty pickup truck – the most lucrative sector in the US automotive market. To do it with a lookalike product would be challenging – and definitely not the Elon way. Making the Cybertruck as different on the outside as it is on the inside helps separate it from the status quo.

Musk has tweeted that the company received more than 200,000 reservations just days after the unveiling. A remarkable number, even if reservations only require a $100 deposit. The pickup truck market is huge. Musk doesn't need every potential truck buyer to like his design. He just needs 5 to 10 of prospective pickup buyers to absolutely love it. If he can do that, it might be the beginnings of a hit.

Establishing a Toehold in the Industry

The Cybertruck will give Tesla an opportunity to establish a toehold in the segment and build credibility. But it might not be the long-term design direction for Tesla's pickup offering. In an interview on the Recode Decode podcast with Kara Swisher last year, Musk admitted the truck might have a hard time finding a market.

That message is really important. Musk can use the edgy design as a proof of concept — a first step to show the world that an all-electric pickup really is viable. If the Cybertruck establishes a beachhead but doesn't gain mass-market acceptance, Tesla can bring in a more conventional design to appease the traditional buyer.

Polarizing Design with Implied Nerve

Yes, the Cybertruck design is polarizing, but it will likely hit a nerve with enough consumers to get Tesla a place in the light-duty pickup market. Whether they can enter the mainstream market though is anyone's guess.