Whether you think Elon Musk’s new electric pickup looks badass or just plain bad, you can’t dismiss its market impact. As of late last night, Tesla had signed 250,000 pre-orders for the Cybertruck. That’s a quarter of a million in less than a week for an unproven, forty thousand dollar vehicle promoted with just one event in Los Angeles.
Just. One. Event.
No ad campaign: no celebrity endorsers or catchy licensed pop songs or feature film product placements. Somehow, Tesla’s Cybertruck currently drives twice the Google searches of Ford’s stalwart F150.
Admittedly, the pre-order commitment only amounts to one hundred dollars but still, this is not how things generally work in automotive advertising, a sector famous for gargantuan promotional budgets. Besides, at a Benjamin each, that’s twenty five million dollars in deposits.
That’s not to say the look of the Cybertruck is universally loved, far from it. “A Toblerone on wheels”…”Someone take away Elon’s Lego’s”…”Like it’s from a racing game on Nintendo 64.”
But the look of the Cybertruck is definitely universally discussed. It’s singular design dominates late show monologues and automotive blogs. It’s also launched a thousand memes; unsurprising given Elon’s love for that medium. In fact, one popular online theory contends “Elon only made the Cybertruck because he loves memes so much.”
Musk’s achievement builds on a product trend that James Dyson and Target’s designer collaborations have worked over the past few decades. In our increasingly visual culture, anything that stands out draws outsized attention. And the Cybertruck certainly stands out.
Admittedly, few advertising clients would dream of designing such an aggressive, shareworthy product, but if the Cybertruck isn’t an argument against the fading relevance of mass market invisibility, nothing is.
Have a wonderful Thanksgiving,