Marketing Strategy of Tesla Cybertruck

Tesla came for a revolution as always. What do they provide us now? A car from alien movies, a car of imagination, that nobody ever thought that could be a reality. But now it is a reality with 140 000 preorders which made 14,6 million $ deposit. Who is their main target market? Why did Tesla produce it? These are the questions to be answered in the blog post about the marketing strategy of the Tesla Cybertruck.

Overall let’s begin our journey with understanding the idea of creating such a truck car that would be a revolutionary one. If we look in the market we would not find such kind of design. Cold and sharpy curves, the alien grey color, and narrow windows. This is something extraordinary. The car is unique in the market and it creates its own market and competition and I am sure that other car brands are looking to have their own cybertracks.

So, let’s come to our initial idea. Why is this created? In my opinion, here is the real factor that wins. The latest generations X and Z and millennials are people who admire watching movies from Avatar to Marvell. And what kind of cars do they see there? Yes, you are right! Cars, that are very similar to this one.

While we were watching the movies everyone was dreaming about having one of them in their garage. So, now it is a reality, maybe they do not want to drive it every day, but they want to have one in their garage, look at it and admire it.

Driving it in the streets like driving in mars. Watching the faces of people, who also would love to have one in their garage. This is the hidden trigger of Tesla. Customers have an unrevealed demand for such a car from the latest movies and Elon Musk has succeeded to bring it into reality.

Do we see a similarity between Apple and Tesla? Between iPhone and Cybertrack? Yes, of course.

And what are the similarities?

1. iPhone gives people status. Whoever buys it, immediately belongs to a vast community of people, who like to be ahead in technologies and communities. They long for recognition of being the latest-fashioned people. The cyber truck gives the following recognition to its buyers. The buyers want to belong to a community of leaders and techies and the car gives them the opportunity.

2. Another similarity between the brands is breaking the general rules. iPhone just ruined mobile phones (Nokia) with touch screen technologies. Just ruining old structures and starting its own way. The same phenomenon we see here. Something that we have witnessed only on TVs and movies, we see in reality. The new product is going to ruin the old ones and begin their own journey.

3. The third similarity is the leader of the companies. Steve Jobs was a revolutionary genius, who was very ambitious. Ambitious is the word that we can easely describe Ilon Musk. Both of them like presenting their new products with a real-time events which is broadcasted on-line in all over the world. Millions are watching the shows to see what they are presenting. People firstly want to see Elon musk, only then the new car.

2 brilliant examples of marekting campaigns.

Just 2 simple ways to grow your business.

Now let’s look at the commercial of Cybertruck to see what are the messages hidden under the video.

We see here an all alone car that is riding in a desert. There are no lines on the road. Just an all alone wolf in no urbanized areas, far from cities and villages. So what kind of branding messages does the new car give to us? The following branding tactics is called Outlaw brand archetype tactics. What are the tactics of the Outlaw brand archetype?

• The desire of the brand archetype is revenge and revolution.
• The goal of the archetype is to destroy the things that are not working.
• The strategy of the archetype is to destroy and shock.

Many brands like Apple and Harley-Davidson have the Outlaw brand archetype.

The outlaw brand identity is a perfect fit for your brand if

• Customers and employees feel disaffiliated from the community.
• If your product is genuinely revolutionary one like Cybertruck.
• If your product’s price is low to moderate.

Do The Branding Of Your Products On Your Own With The Following Ebook. It Gives You The Following Solutions.

1. Find out the archetype of your brand with a 12 question quiz.
2. Create a slogan and brand messaging.
3. Create the logo, packaging, store appearances.

Here are several facts about Tesla Cybertruck.

1. According to Musk, the exterior of the Cybertruck is steel alloy metal which is totally the same materials used in the construction of SpaceX rockets.
2. The only available exterior color finish is bare, unpainted stainless steel. 
3. The Cybertruck has a roof made from transparent Armor Glass.

And now I want to answer another question. Who are their target customers? What kind of characteristics do they have? 

The following segment of customers is called Peacocks (age18-30).

Peacocks are a very self-focused segment. They have a great tendency to stand out in a crowd. What they really want in life is to be noticed and this wish is reflected by the places they go or cars they drive and people they have around them. The following segment wants to be perceived as highly confident individuals, a lot of them want to start a business one day. Peacocks can not accept failure and always try to find a cause, because of what they failed. 

Peacocks would like to buy brands to stand out in a crowd and emphasize their individuality. They have a high income but try to get as many deals as possible. They say that they like shopping for good quality. Peacocks like to be trendy and measure their trendiness by the latest magazine publications, or tv programs. They like to dress like their favorite tv star or celebrity. They like to stay loyal to the brand but for just a period of time, after they would change their preferences.

Find out your perfect buyer persona with the following tips.

1. Understand your current buyer persona.
2. Create a perfect buyer persona.
3. Do the rebranding of your products.

Here is another customer segment exactly for Cybertruck. Revilalizers (age30-50).

The following segment is worried that life has moved past them. They care a lot about their looks and health and believe that a healthy look will give them social recognition. Trying to dress fashionably, going to gyms, trying to lose weight, thinking about calories they eat. 

Revitalizers are very ambitious at work, want to get ahead to reach a better status, sacrificing the family time to do so. They prefer working on their own as they like power. Just enjoying life, like taking risks. Family is not so important to them, do not seek for spending time with family, Also think that faithfulness is not so important, so they change their partners a lot.

Searching for the lowest-priced products, do not need premium brands. But they like to be seen as users of premium brands, as it gives them status. Furthermore, they like spending money and saving up is not special to them. An interesting particularity for them is the adoption of new brands and products.

Now let’s turn to the point of “Did they break the cybertruck window on purpose?”.

The fact is that before the presentation, they threw iron balls on the glass, but it did not break. So, maybe they have not tried to do with an ax. But what if this was done on purpose, this could be a brilliant way of advertising their new product. Why should they do something like this?

We have an answer. This is the easiest and fastest way to spread the news about the new Tesla car.  Everybody would write about the failure of the car test, just a brilliant guerrilla marking tactics.

So, in reality, everybody shared the news of the failed test and some of them laughed or were upset. People become emotional, this is the greatest way of promotion, when you reach the pure emotions of people.

Overall, Tesla is a revolutionary brand. All their cars use electricity as fuel. And now we are witnessing a new generation of alien cars call Cybertruck. What would be the future of this crazy idea? Only a few people can say that. But now it is obvious that the car is making its way to a vast market and creating its own places, customers and competitors.