Tesla’s Cybertruck Has a Huge Cowboy Problem

In Medium’s Marker


Can Tesla and Rivian convince practical Ford-loving pickup drivers to buy their futuristic machismo machines?

From my article in Marker, posted February 5, 2020

America’s coasts may well harbor pockets of tech-friendly, eco-conscious early adopters eager to jump to a Cybertruck, or some other whizzy, cool urban-warrior or off-road vehicle that happens to have a bed for hauling Whole Foods groceries and Patagonia gear. But Tesla and other electric truck startups won’t get far hitching their future to those sort of sub-sub-markets. They’ll need to figure out how to sell electric pickups in Houston and other places where trucks are king….Read more

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