After an initial successful launch, the Tesla Cybertruck faced significant sales challenges, with fewer than 50,000 delivered and mounting unsold inventory. In response, Tesla is rebranding the Cybertruck from a flashy electric novelty to a practical working truck, emphasizing its functionality. Marketing and aesthetics have shifted towards the traditional truck audience, showcasing towing capabilities and real-world applications. This strategic move aims to revitalize interest and counteract a brand crisis amid declining stock prices and disappointing deliveries.
"They want to know how much it can tow, how much can fit in the truck bed."
"They initially pushed too hard into the out-of-this-world aesthetic."
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