Doug DeMuro Thinks Cybertruck is a Huge Misstep for Tesla
Tesla’s electric pickup is fast and decently capable but not much of a value when compared to its gasoline competitors, says DeMuro.
Tesla went from boutique automaker to legitimate luxury brand in less than a decade. At this point it’s safe to say that Elon Musk revolutionized the entire industry. How long can his success streak last? No one knows for sure. But with his new pickup, Musk may have seriously misjudged the segment he wants to disrupt.
That’s an argument supported by YouTube favorite Doug DeMuro. He recently posted a video on his second YouTube channel detailing his thoughts on the radical-looking pickup. Unlike past Tesla products, DeMuro feels the Cybertruck’s value proposition is sorely lacking. And he thinks the truck’s styling will prevent it from finding a larger audience. It’s worth going over DeMuro’s main issues with the Cybertruck.
An Unclear Value Proposition
How many traditional pickup truck buyers will actually consider the Cybertruck? That’s the question a lot of people are asking. Ford, General Motors, and Ram have perfected the pickup truck formula. It’s entirely possible Tesla will attract a different demographic for their pickup, but buyers looking for the most value-oriented truck may find the gasoline powered models to be the better buy. This is the conclusion DeMuro reached in his video. For DeMuro, the Cybertruck’s top trim level comes up short when compared to the highest tier internal combustion pickups. “If you go look at the Chevy Silverado, the most expensive version is called the High Country. It starts at $58,000. The Cybertruck top trim starts at $70,000, which is huge money even in the truck world, where things have been getting more expensive,” says DeMuro.
‘I’m not seeing a really compelling, crazy, knockout feature that makes this truck the thing everybody wants, especially when you consider its higher price point to similar trucks.’
Beyond monetary value, the Tesla also comes up short when taking time into account. Anyone looking to actually use the Cybertruck to tow or haul will encounter charging issues. Getting a truck to a Tesla Supercharger while it’s pulling a trailer will be very difficult, if not impossible. And towing will no doubt severely diminish the truck’s range. “If you get the mid-level Cybertruck, you’re already stopping every 300 miles, then [if] you’re pulling a trailer, [it] vastly diminishes your range. And if you have to stop every couple of hours, it will make road trips very inconvenient. And road trips are where people are pulling trailers and using pickup trucks,” says DeMuro. Trucks are inherently utility vehicles, and not having to stop and refuel or recharge on a frequent basis is a huge plus, and an area where the Tesla is sorely lacking.
Cheap Gimmicks and Crazy Styling
DeMuro also expressed his lack of interest in the Cybertruck’s features. For DeMuro, Tesla is boasting about things regular pickup trucks already excel at, like hauling ATV’s or other small vehicles. He wasn’t impressed with the Cybertruck’s covered bed either, because they’re readily available on gasoline trucks. And then there’s the more gimmicky items. DeMuro didn’t think bulletproof glass and stainless steel door panels are things buyer even want. “Some of this other stuff is nice to have of course, but I’m not seeing a really compelling, crazy, knockout feature that makes this truck the thing everybody wants, especially when you consider its higher price point to similar trucks,” says DeMuro.
Finally, DeMuro soured on the truck as soon as he saw it. He didn’t hold back his opinion on the truck’s styling at all. “But in my opinion, this is the ugliest wheeled vehicle I have ever seen in my life,” says DeMuro. He thinks the market for such a polarizing vehicle is too small to make it viable. He also cited how the internet generally reacted to the reveal. Beyond the memes, he thought the Tesla community’s mixed reaction to the Cybertruck’s exterior is a bad omen.
Tesla’s First Fumble?
Despite his feelings on the Cybertruck, Demuro still thinks Tesla makes compelling vehicles. But for him, this particular product is far more problematic than vehicles like the Model S and Model 3. “But you can’t really have a vehicle that is both uglier than the competition and more expensive than the competition and not offer much more. That is not going to translate into a realistic vehicle that will be a success,” says DeMuro. He does note that Tesla has beaten the odds time and time again. However, he’s bearish on the Cybertruck’s ability to win over customers.
Tesla upended the auto industry by offering electric vehicles that were cheaper and more capable than their gasoline competitors. With the Cybertruck, Tesla altered the formula and created something that could have limited appeal. DeMuro’s video is worth a watch for anyone interested in a thoughtful take on Tesla’s latest product reveal.
Photos: Tesla