The Tesla Cybertruck is made for America, not Norway. It is said that America's best-selling car is a pickup truck – a type of car with deep roots in American car culture. Will conservative pickup customers be lured by the ultra-modern Tesla Cybertruck?
First we take America
It is well known that Cybertruck does not satisfy EU requirements - including requirements for soft areas in the body to protect soft road users. The bodywork is made up of an ultra-hard outer shell in stainless steel that helps reduce dents, damage and long-term corrosion. The thickness and strength of the steel is considered part of the car's skeleton. Elon Musk has stated that the Cybertruck is built to satisfy US regulations.
So far this year - as in previous years - tops Ford F series og Chevrolet Silverado sales charts in the United States. The two models alone have sold more than 922.000 as of 10 October and contribute to black figures at Ford and GM. It is probably this market that Tesla wants a piece of.
Then we take Europe
The market for American pickups in Norway and Europe is vanishingly small compared to the USA. In Norway, smaller and lighter models such as the Ford Ranger, Toyota Hilux, Isuzu D-Max and Volkswagen Amarok dominate. If the Tesla Cybertruck had been approved in Norway, it would have faced several challenges. One challenge will be weight. The total weight is 4100 – 4200 kg, depending on the variant. De-registering the cars as passenger cars would have resulted in far too low a payload. If the cars are converted to van class 2 (N1) they can be registered under an extended weight limit of 4250 kg given that the weight increase is linked to the batteries. Then the cars can still be driven without an extended driving licence. A third challenge will be the car's enormous dimensions. A length of 568 cm and a width of 220 cm with recessed mirrors will present problems in Norwegian car parks.
The top model of the Tesla Cybertruck – called Cyberbeast - is now on tour in Norway where it will be shown to the public. The interest has been great. Elon Musk has stated that they also plan to sell the Cybertruck adapted to European requirements. I'm guessing that the timing of that depends on how demand in the US develops.
Challenges established norms
While Ford's gasoline-powered F series reigns as number 1 on the sales charts in the United States, Ford has recently decided to stop production of its electric F-150 Lightning from 15 November to 6 January next year. It is about a production break. Ford's electric pickup has faced competition from several new electric pickups, including the Tesla Cybertruck. Tesla does not announce sales figures per modeling, but several sources have published estimates based on registration data. They show that 28.250 Cybertrucks may have been sold so far this year. That is about the same number as the other electric pickups have sold together. Tesla is today a strong challenger to Ford F-150 Lightning, Chevrolet Silverado EV, Rivian og Lobster EV. But none of the electric models are close to reaching the sales figures of those petrol powered the models. In comparison, the petrol version of the Ford F-150 has sold a total of 528.000 cars in the same period.
Pickups are not only practical and versatile vehicles - they are also image-creating. Modern cowboys no longer ride off into the sunset on horseback. They drive pickup trucks. In stereotypical American movies and music, pickup truck owners are associated with traditional American – and partly reactionary – values. That may explain why pickup manufacturers have taken a conservative line in the development of new models. Tesla breaks with this, because in reality it's not just Western heroes who drive pickup trucks. There are also bank clerks, auditors and computer programmers who do not feel bound by old norms. Many good Americans want a pick-up that is as solid as a Høyang boiler, equipped with windscreen, electronic adaptive air suspension, high ground clearance, superpowers and much more.
See
Tesla.com
Robbreport.com – Tesla Cybertruck 3rd best selling EV Q3
