The Negative Media Coverage of Tesla’s Cybertruck: A Case of Increased Curiosity?
Tesla Inc’s stainless steel Cybertruck has been attracting a lot of attention lately, and not all of it has been positive. Automotive journalist Jason Cammisa recently attributed the negative media coverage of the Cybertruck to the increased curiosity it has generated among consumers.
Cammisa discussed the video of the Cybertruck struggling in the snow on CNBC’s ‘Last Call’ show, noting, “This is just because all eyes are on the Cybertruck.” He compared the attention to the lack of videos for other vehicles, saying, “If everyone posted a video every time an F-150 got stuck in the snow, TikTok servers would explode,” referencing the Cybertruck’s rival, the F-150 Lightning from Ford Motor Co.
A video of a Cybertruck getting stuck in the snow with a Christmas tree circulated online in December, raising concerns about the vehicle’s off-road capabilities. It showed the Cybertruck being rescued by a gas-powered Ford truck, a moment shared by Ford CEO Jim Farley, who later clarified it was not part of any advertising campaign.
The impact of this negative media coverage on sales and customers remains to be seen. However, Cammisa was joined by Deepwater Asset Management Managing Partner Gene Munster on the show, who expressed optimism that Tesla will address the issue. Munster stated, “Ultimately… Tesla is going to right this ship,” noting that potential buyers would require evidence such as a software update or tire tweak to assure the vehicle’s performance in snow.
“For the Cybertruck to be a hit… they got to sell it to places that it snows in,” Munster said.
Despite the negative media coverage, Elon Musk mentioned during Tesla’s third-quarter earnings call in October that over a million people had reserved the Cybertruck, with demand described as “off the charts.” However, he cautioned that achieving the annual delivery target of 250,000 Cybertrucks might be delayed until 2025 due to production scaling challenges.
It is clear that the negative media coverage of the Cybertruck has generated a lot of curiosity among consumers. While it has raised concerns about the vehicle’s off-road capabilities, there is also optimism that Tesla will address these issues and assure potential buyers of its performance in snow. Only time will tell how this increased curiosity will impact sales and customer perception of the Cybertruck.
