[ggm]

If you consider it marketing, It did its job during a difficult period. If you need it to perform in the market, I think it's demonstrably failed, but you can look at other successful utility vehicle plays and say "thats so unhelpful to PR and sales messaging for this brand" -nobody respects the makers of UPS trucks except guys in UPS truck buying contexts and the tesla truck wasn't aimed at truck owners as such: it was aimed at what in Australia we'd call "Cashed up bogans" -people who want an image outcome, not a utility function.

I am much more interested in how the Tesla Semi Trailer is doing. And, the alternatives.

We could be saying how poorly the the Tesla solar roofing tiles are doing, but we'd have to acknowledge Tesla power storage is now critical worldwide. So, like any company it has hits and misses.

I think in the end all we're saying is that this was a hugely avoidable miss, but in PR terms at the time, it probably worked out. Long tail cost however.

Bit of "tail wagging the dog" in almost any brand-led discussion.

I don't personally know Musk, I certainly dislike his personal image. Doesn't seem my kind of guy. Interesting.

[duxup]

I don’t understand what “respect” means in this context….

Who cares if you won some imaginary respect if you’re not selling?

UPS van sold lots… so that seems good.

[ggm]

Maybe respect was the wrong word? It's not like the brand power of "UPS truck" is boosting sales in any other segment.

The brand power of Cyber Truck was (in my mind) designed to boost sales across the board. While it wasn't available people bought other Tesla product, expecting a future upsell.

Thats all. UPS truck is a fine, economically justified, fit-for-purpose design. It gets all the (brand) respect it needs.