The 2012 Tesla Model S, luxury sedan is the vehicle which really put the marque on the map and laid the design language foundations for subsequent models – namely the Model X and Model 3. With the Cybertruck, Tesla has successful contrived hype about a new product – both positive and negative – reminiscent of an Apple product launch of yesteryear when digital-age innovations felt so much more exotic and counter-culture.Īs a twenty-first century automotive newcomer – founded in 2003 – Tesla is still young with a short design history and a tiny back catalogue of reference models.
Where prototype images and artistic renders are leaked and distributed online well in advance of launch dates to ease public and investor uncertainty. Tesla genuinely pulled-off a “Wow…what the f**k is that!” moment in an age when product launches so often lack surprise. ‘Nobody remembers, or is inspired by, anything that fits in.’ - Scott Belsky, The Messy Middle, 2018Įlectric vehicle (EV) manufacturer Tesla, has caused a furor with the launch of its latest product, the Cybertruck: an electric-motor powered pickup truck with an unexpected and polarising design – “unexpected” being the operative word.
