Tesla Cybertruck: A Case Study of Futuristic Pickup Truck
Tuesday, December 21, 2021 | Chimniii Desk
1.INTRODUCTION:
There is almost no one left who is unaware of the unveiling of the Tesla Cyber Truck. The world was exposed to Tesla's newest automobile with a collective gasp and perplexed stares.
Tesla is the market leader in autonomous vehicles and has grown in popularity over the last decade. With the debut of Cybertruck, CEO Elon Musk shown once again his willingness to take calculated risks. And, similar to his prior whirlwind achievements, this new futuristic pickup truck has garnered global attention despite the absence of any advertising.
Elon Musk did what he does best last month when he unveiled his new Tesla Cybertruck, which looked like something straight out of a sci-fi film. When a market becomes saturated with too much of the same thing, it begins to seek something new — something different. "Trucks have been the same for a very long time," Musk said at the company's design headquarters near Los Angeles during the unveiling. "For nearly a century, vehicles have remained mostly unchanged. We'd like to attempt something new." Tesla has demonstrated this repeatedly with its electric automobiles and is now entering the energy sector. Additionally, Tesla is not a standard firm looking to make a quick buck and move on to the next iteration of the same old thing. Tesla pursues its own interests in a manner that benefits the planet, Tesla, and ultimately its consumers. Musk mocked pickup trucks' lack of design evolution over the last century, singling out pickups from the Chevrolet, Ford, and Ram brands, which account for the vast bulk of pickup sales. The Cybertruck is an angular, all-electric pickup truck made of stainless steel that immediately gained a following. The exterior design is in stark contrast to the other Tesla models' hyper-streamlined style. From an aesthetic sense, the design of Tesla's Cybertruck is certain to divide opinion. Wild, dramatic, otherworldly, and Lego-like are just a few of the adjectives used to describe the highly angular contraption.
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2.FASHION OR FUNCTION?
The truck was dubbed "the greatest evolution in vehicular fashion and function" by a hologram at the start of the introduction, but both of those assumptions have been questioned by others.
"Polarizing" was the most frequently used term to describe the vehicle's design.
"While Elon Musk has been passionate about his Blade Runner-inspired design for months, everyone was astonished at how futuristic he went with this one and believes it may shatter his ambitions," Cowen analyst Jeffrey Osborne wrote in a note to investors on Friday.
According to Osborne, Tesla looks to have "rushed the Cybertruck's launch," as numerous components such as side mirrors and windshield wipers were absent. Due to the vehicle's absence of certain characteristics and build quality, some have speculated that it is a concept rather than a production model.
As expected, the truck's performance specs are outstanding, including a 0-to-60 mph time of just 2.9 seconds, a towing capability of over 14,000 pounds, and a top speed of 130 miles per hour. According to Tesla, the range of the Cybertruck EV would vary between 250 and 500 miles, depending on the type.
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"While the Cybertruck appears to be quite capable, we feel Tesla is not targeting the work/utility population with this vehicle," RBC Capital Markets analyst Joseph Speak said in a note to investors.
3.WHO IS TESLA'S CUSTOMER BASE?
Consider Tesla's market. Who is Tesla's target customer? Consider that before responding to that question. Tesla is not only a car firm, nor is it simply the automotive industry's leader. Tesla also manufactures solar and battery products for residential use. Tesla is in the market to revolutionise the way we consume electricity.
That implies practically everyone, everyone, is a target. Allow me to be more specific: individuals who drive and own homes. When conducting market research, it is critical to first define your buyer persona. Tesla's buyer persona may be anyone. Elon Musk is attempting to reach the broadest possible segment of the population, as everyone will eventually need to transition to more sustainable energy.
Every person who engages with Elon on Twitter on Tesla products is conducting market research. Elon is conducting market research every time he responds to a tweet praising a Tesla product or says, "That's a good idea, we'll utilise it." This engagement does aid in the development of new items and the enhancement of existing ones. There is no practical necessity for the "market research" on which the preceding essay bases its claims.
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4.DESIGN:
i. Body design-
The design of the body was greatly influenced by two critical factors: an urgent need to be unique and a dire need to be cost-effective in manufacturing. These two constraints immediately result in a straightforward solution – a radical design that is inexpensive to construct.
The basic plate-like shape, which allows for machine stamping of the material, is a significant cost-cutting feature. Additionally, Elon Musk acknowledged in one of his tweets that the ultra-hard 30x steel is incredibly difficult to press, much alone bend. (Talk about unanticipated benefits!) Even bending it takes a deep score, which complicates the operation. However, this also means that the planar portions must be thicker to avoid buckling under compression, increasing the overall weight.
The necessity to offset this weight is what resulted in the car's pointed top end, which appears to be frightening everyone. While studying structures and force distributions in physics, one of the most frequently taught concepts is that triangles are excellent weight (load and tension) distributors across any system. This is also the essential tenet of this design.
The top pointy end is one of the triangle's corners, and one of the triangle's sides is the windshield segment; the other side is the one leading to the rear end, and the other side is the truck's foundation.
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The most prevalent large-scale application of the triangular distribution of forces around us in the physical world are truss bridges. Examples:
Here is a rendering, given on Reddit by u/obeymyrules, of what the Cybertruck would have looked like if it had been created like the other pickups:
Even when a car's design is so outlandish that it conjures up visions of futuristic sci-fi film props, a car's design is more than its outside aspect. The Cybertruck is constructed entirely of thick stainless steel, which is a fascinating choice for a number of reasons, not the least of which is that it gives the automobile the appearance of Robocop's preferred vehicle.
Two startling aspects contribute to the car's truly out-of-this-world appearance.
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ii. Halogen headlights —
Simple single-bar headlights set this car apart from the competition.
iii. Rear-
This unusual rear cover can roll inside and pretend it never existed.
Apart from these calls, there were a slew of outstanding design, designs they highlighted that are absolutely stunning.
Several of them are listed below:
Taillights remain on even when the door is opened. Provisions for hooks and ropes. Not shown in the image is the addition of a charging port at the rear.
iv. Additional Space-
Even inside the rear
Ramp for easy loading and unloading of Tesla ATVs and other things. It's also worth mentioning the adaptable air suspension system at this juncture, as it effectively converts the Cybertruck from a highway cruiser to an off-roading beast (with a high ground clearance) (with low ground clearance).
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5. AERODYNAMICS:
When we evaluate the car's side profile. There are no bends, only straight lines. At the nose, it is vertical; at the front half, it is sloped upward; at the rear, it is gradually inclined downward. Although there is definitely flow separation at the front, the air is quickly driven back onto the hood and front windshield. There is practically any separation at the rooftop's acute angle! Much is contingent upon the local rounds they intend to apply at these edges (which may not be reflected properly in this model).
This indicates that the pressure recovery is quite good: air is pushed away from the front, causing drag. However, it contracts well towards the roof's second half, pressing down on the back window. This acts as a wedge, propelling the automobile forward and offsetting some of the force acting on the front.
However, two-dimensional slices through the centre do not convey the entire storey: not all of the air fits neatly on top of the roof. Rather than that, it arcs around the A-pillar (the line separating the front and side windshields) and then back up around the roofline to rejoin the central flow. This generates vortices, which add drag to the car.
Apart from that, the big open wheel arches and fenders do little to help the car's aerodynamics. While they may be beneficial in causing the air to leap across the moving wheels (which act as air mixers), they also cause quite a bit of drag on their own.
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6. WHY STAINLESS STEEL?
i. Strength and Innovation
Elon Musk said that his engineering team's preferred material for the Cybertruck is high-quality 300 series stainless steel.
Because stainless steel is corrosion resistant, sturdy, and inexpensive, the Tesla Cybertruck team picked it to develop the Cybertruck exoskeleton.
According to Tesla, the new vehicle is "constructed with an external shell designed for maximum endurance and passenger protection." Beginning with an almost impenetrable exoskeleton, every component is engineered for strength and endurance, from the Ultra-Hard 30X Cold-Rolled stainless-steel structural skin to the Tesla armour glass."
The exoskeleton of the Cybertruck is built of Tesla's own stainless steel alloy, dubbed Ultra-hard 30X Cold-rolled Stainless Steel. While the composition is unique, Elon stated during the product launch that the vehicle's exoskeleton is identical to that of the SpaceX Starship."
ii. Exterior Structural Strength-
The material had an effect on both the vehicle's design and production process.
Apart from the material utilised in the Cybertruck, Musk explained that Tesla chose the planar design due to the cold-rolled 30X stainless steel's potential to rupture a stamping press. Whether that statement is made in layman's terms or the material is truly too difficult to press, the essential consequence is that Tesla would have to develop a new form of body manufacture that is not based on normal automobile manufacturing procedures.
“Musk has shared that the body panels will be laser cut and that standard stamping was not implemented in the Cybertruck prototype. Besides the impact on aesthetics, this new body manufacturing method will provide Tesla the flexibility to adjust, reduce cost, and improve manufacturing time with its simple flat panel design.”
iii. Cost-cutting measures-
Tesla is also utilising steel innovation to save money on its Cybertruck initiative.
"With flat panels and straight lines, the automaker eliminates the requirement for stamping dies or even blanking dies to mould the body panels. They can cut the panels to size using a waterjet or a laser, and even carve out the window holes.
"Additional conventional tooling, such as hemming dies, will also be unnecessary. Tesla will only require a basic break press to form and crease the panels.
"The body is an exoskeleton, which means that the panels of the body are welded together to form the truck's framework. This is not a body-on-frame construction, as is the case with a traditional pickup truck, nor is it a collection of bolted and welded panels forming a unitized body shell, as is the case with a typical car or SUV.
crossover. Rather than that, it's a novel approach to car construction that no other big automaker has ever attempted.
However, stainless steel's primary advantage is also its primary disadvantage - its unflinching toughness, which is suggestive of a rigid principle that cannot be bent. On the one hand, stainless steel is virtually resistant to corrosion, but this resistance comes at the expense of repair and painting alternatives that are extremely limited and difficult to execute, if at all.
However, the material selection and overall robotic design are reasonable when considering one of the Cybertruck's primary selling points — impenetrability. Despite the viral mistake – the apparently bulletproof windows shattering when an iron ball is hurled at them – the vehicle is still designed to withstand 9mm bullets, which adds to the vehicle's Robocop image.
Indeed, the stainless steel alloy used to construct its exoskeleton was originally designed for SpaceX's Starship rocket, demonstrating Musk's meticulous attention to detail and commitment to the project.
As proponents of steel's usage in future mobility, we are heartened by visionaries such as Elon Musk, who see new applications for steel in terms of strength, safety, innovation, and cost savings.
With a length of 231.7 inches, a width of 79.8 inches, and a height of 75 inches, as well as a 6-passenger capacity, Tesla's Cybertruck competes many popular full-size trucks or pickups, such as the Ford F-150. And, while we're on the subject of pickups, the Cybertruck is one, despite its appearance being diametrically opposed to the connotations typically associated with this sort of vehicle.
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7. BED:
By default, the bed is likely the most central component of a pickup truck, as it is where the items being picked up are placed. And while Tesla's Cybertruck is not a conventional pickup truck, it is a pickup truck nonetheless, and a pretty practical one at that.
Its bed is equipped with a locking sliding metal tonneau, allowing it to safely transport fragile cargo that would be in grave danger of breaking in an open bed.
Additionally, with an integrated ramp, several charging outlets for electric ATVs, and a payload capacity of 3,500 pounds, the Cybertruck gives the F-150 a run for its money, which says something.
8.THE INTERIOR:
As you might think, the interior of Tesla's Cybertruck mirrors its exterior design - it's radically minimalistic, even more so than Tesla's Model 3, which has come to epitomise this style. In that scenario, minimalistic also means spacious, which many people may consider a significant asset. And, similar to the Model 3, the Cybertruck's interior is dominated by a huge, visible touchscreen.
9.SPECS:
As expected, the specifications shown are outstanding.
The single-motor version accelerates to 60mph in 6.5 seconds, the two-motor version in just under two seconds, and the three-motor version in only 2.9 seconds. They will tow up to 7,500, 10,000, or 14,000 pounds, cost $39,900, $49,000, or $69,900, respectively, and have a range of 250, 300, or 500 miles.
Additionally, it's worth noting that the option of integrated solar charging would offer an additional 15 to 40 miles of range.
10. OFF-ROAD EXPERIENCE:
With 16 inches of ground clearance and departure and approach angles of 28 and 35 degrees, respectively, the Cybertruck should be a well-rounded pickup capable of handling a variety of off-road situations.
Overall, despite its polarising design and the need for some engineering changes and refinement, Tesla's Cybertruck capabilities may fool one into believing this is an electric vehicle, which is no small feat and a reason to be optimistic about the future of green road travel.
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11.WHY DID THE WINDOW OF THE TESLA CYBER TRUCK BREAK?
Because they were designed to be broken! When the truck's chief designer smashed the windows with a metal ball, they shattered, prompting Tesla founder Elon Musk to mutter under his breath.
Elon Musk is more than a technology entrepreneur. He is a multifaceted genius.
He understands how to play the true game.
Thus, the Cyber Truck Strategy is shown!
Tesla stated that the Cyber Truck's glass is hardened to behave as bulletproof glass.
The glass pane did not shatter technically. It cracked but did not shatter, and this small distinction is quite significant.
One of the most significant distinctions between standard and bulletproof glass is that bulletproof glass will never fracture into little fragments.
When a bullet strikes it, however, the glass absorbs all of the force and deflects the projectile.
Even after breaking the window glass, the metal ball bounced back.
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How does a typical glass break?
Normal glass shatters into minute fragments that are extremely harmful and can be lethal to anyone on the inside.
Additionally, the bullet or metal ball would penetrate standard glass, causing injury (or death?) to the passengers.
As a result, the Tesla Cyber Truck's windows needed to be broken.
Additionally, consumers would sue Tesla if the window did not break in an emergency. That would have been a catastrophe.
12.WHY WAS THE GLASS NOT BROKEN DURING THE TESTING?
Because there is a distinction between a sheet of material that is evenly tensioned all around and a sheet of material that is held by one edge only.
When a person leaps from a building, how do firefighters save the victims in a net? Side windows should be rolled up and down. That is, they are supported on only one edge. When weight is applied to a sheet that is only supported on one edge, the sheet will bend and experience excessive stress, eventually rupturing. Additionally, continuous testing degrades bulletproof glass. Meanwhile, all of the supports did an excellent job of holding the testing glass.
Elon Musk and Tesla's crew were well aware of this fact. Why did Elon Musk describe the windows of the Cyber Truck as unbreakable?
This is a component of the marketing strategy.
What is Guerrilla Marketing, and how does it work?
Guerrilla marketing is a form of advertising in which firms sell their products or services in an unorthodox manner with a limited budget.
Surprise your audience to the point when you become the bay's hottest subject of conversation!
Elon Musk has always been interested in conflicts or topics that generate widespread discussion.
For example, launching a car into space!
Provide the world with something to discuss. The globe is involved.
Consider what would happen if they simply introduced a Pickup truck without using any of these strategies.
Individuals would have conversed briefly, and that too only a few seconds. That is all.
However, as a result of Tesla's alleged failure, it is receiving unprecedented attention.
It spans the entire internet.
Why is this pickup truck's design so unusual and angular? That is because this is not your typical pickup vehicle. It was designed to stand out from the competition.
Its design is devoid of curves. It's all about the angles and the edges.
Tesla's Additional Marketing Strategies
Tesla's live launch ceremony did not end with the shattering of glass. They even took a stride forward.
They directly challenged the market-leading Ford F150 pickup truck and planned a tug-of-war between the two.
Is it earth-shattering or glass-shattering?
Trucks are known for their toughness, but Tesla appears to be pushing it to the next level.
The truck's "ultra-hard 30X cold-rolled stainless steel" exterior withstood what Musk described as a sledgehammer at the reveal, and
He stated that it is capable of withstanding a 9 mm bullet fired from a handgun. However, things became a little awkward when it came time to demonstrate the company's new "armoured glass."
Tesla Chief Designer Franz Von Holzhausen demonstrated the glass's resilience by hurling a metal ball at two windows. To Musk's amazement, they cracked, but the metal ball did not penetrate the glass.
Musk also stated that the truck will include an exoskeleton design and will be manufactured using a procedure similar to that of a traditional "unibody" car rather than the usual "body-on-frame" truck manufacturing process.
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13.WHY DOESN'T TESLA REQUIRE MARKET RESEARCH?
Tesla's market share has been steadily expanding as the Model 3 continues to sell globally and more people become aware of the car's numerous benefits, which the Tesla team built in because they recognised those features made the car useful, fantastic, and better. Elon Musk and his team are less concerned with soft market signals and more focused on what makes a vehicle fantastic in their eyes. This has resulted in considerable success, as it turns out that many other individuals believe the same things they do.
Nokia invested millions on market research and concluded that smartphones were a transitory trend. Market research is beneficial for organisations that sell items that rarely change, as it enables them to determine which minor changes to make to increase consumer appeal. Automobiles were originally included in that category, as were ink pens and sketchbooks, which undergo little fundamental change from year to year. EVs, on the other hand, alter that dynamic — or at the very least present an option to alter it. Elon Musk and his Tesla team take on the challenge full on, unafraid of losing consumer interest. They create what they believe is beneficial, enjoyable, and exciting. As it turns out, numerous people share the same sentiments regarding these enhancements.
Tesla is a company that is come to revolutionise the auto industry. Elon Musk has been following Tesla's Secret Master Plan and Master Plan, Part Deux, which has shown to be extremely successful. Why would you alter your strategy? Elon Musk reasoned that the truck business was in desperate need of something new. He has provided this to the public via the Cybertruck. The market appears to be content with this.
14. ADVERTISE:
Since the device's launch, public opinion has been divided over whether the design is excellent or poor, and if it will work well or not. Regardless of the controversy surrounding its release, bookings have soared, indicating a growing need for something wild and true.
According to Electrek, only 17% of Cybertruck pre-orders are for the single-motor Cybertruck. That is the less expensive $40,000 model. The majority of individuals desire the dual-motor or tri-motor versions, which start at $50,000.
Pre-orders exceeded expectations.
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15.CONCLUSION:
The design exemplifies the principle of form following function. And it is unquestionably a plus. It's always interesting to see how a design is refreshed. They received 200k pre-bookings the day Elon Musk tweeted about Cybertruck.
Could it have been designed differently? Sure. However, the limits discussed previously convinced me that this specific design is quite clever and well-thought out.
The future design has been thoroughly embraced across the device, from the exterior to the interior, and even in the product's communication, such as the red cyberpunk writing in the launch presentation, which is an excellent call. The Cybertruck is a textbook example of a well-executed design disruptor.
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