- Aug 10, 2020
- Reaction score
- Illinois, USA
- GMC Sierra Hybrid (2-Mode)
The disconnect that I see with a lot of people who haven't paid attention to how things work in Flyover Country is that the F-150 serves a LOT of market segments.Elon compared the CT vs the ICE F150 not with other EV. Why are other EV manufacturer want to compete with Tesla. They are having the wrong ideal. Tesla is working to sustainable future with EV replacing ICE cars.
1. "Lifestyle truck": eg RVs and outdoors entheusiast. The suburban dad who tows a boat or RV.
2. Brodozer: Looking badass with the performance to match.
3. Work truck: Hundreds of sub-segments, with different towing/hauling requirements and bolt-on equipment for each kind of job.
4. Fleet truck: Similar to work-truck, but purchased by the employer.
There are dozens of variants of every Ford, GM, and RAM truck targeted at all of these segments. For Ford Raptor is a very different truck than the F150XL, even though they have a lot in common under the hood.
Tesla is building something dramatically different than the incumbents (as they should), but it's unlikely that their unusual truck is going to be all things to all people the way the F-series trucks are.
Given what we know about the Cybertruck, it will be be extremely good at the first two segments (with the likely exception of 5th wheel towing for the RV folks). These are big segments, and you really can build a business selling vehicles just to these two segments.
We don't know how good the Cybertruck will be for #3 and #4. The Cybertruck is likely to be a little hit-and-miss there, and will likely be a good fit for some work/fleet jobs, a poor fit for others. We also know that Ford, GM, and FCA have a century of expertise in serving all of these markets with a single vehicle platform, and they have all of the market research to understand these customers. Silicon Valley machismo aside, competing here would play to the incumbent's strengths, and Tesla's weaknesses -- and so having Tesla focus on segments #1 and #2 is a pretty smart move. They can learn how to serve the work/fleet customers while they're building and selling Cybertrucks to the rest of us.
Keep in mind that the vehicles most similar to the Cybertruck are the Chevy Avalanche and the Honda Ridgeline. They're both designed exclusively for the "lifestyle" market, and they both achieved their design goals for the most part. But neither one have stolen much in the way of sales from conventional full-sized pickup trucks. Tesla's improved towing capacity and performance will help expand its audience, though.
There will be room in the market for Tesla, Ford, GM, and RAM/FCA for now. After they start making Cybertrucks, my prediction that Tesla will create a bunch of Cyber platform variants in different sizes and shapes which serve the other market niches.