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