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Friday, 22 May 2020 21:32

These Are the Titans Waiting to Take On the Tesla Cybertruck

Written by Joey Klender, Teslarati


Automotive industry veteran Sandy Munro is a familiar face and voice in the electric car sector.

Recently, Munro completed a multi-episode series tearing down the Tesla Model Y, identifying the strengths and weaknesses of the all-electric crossover from top to bottom.


With that project coming to an end, Munro has shifted his focus to Tesla’s next vehicle: the Cybertruck. Munro plans to begin producing a new series that will identify the finer points of the Cybertruck and its competitors, and what Tesla will have to do to disrupt the popular pickup truck sector, which is filled with brand loyalty.


Tesla’s Cybertruck, the all-electric pickup unveiled by the automaker in November 2019, is still about a year and a half away from production.


However, its competitors are waiting for the uniquely designed pickup to begin its first production phases, anxious to determine whether the truck will do exactly what Tesla is doing in the sedan market: disrupt the sector by offering features and specifications that simply cannot be replicated.


Munro believes Tesla will have its hands full competing with GMC, Chevy and Dodge in the pickup market. Between the Dodge Ram, the Ford F-150 and the Chevrolet Silverado, 2 million units were sold in 2019, and Munro thinks Tesla will have extreme difficulties breaking through to loyal truck owners across the U.S. Pickup truck owners, after all, are dead set on sticking with a manufacturer they have bought from for years more often than not.


“In Michigan, truck brand loyalty is unbelievable. So, it’s going to be tough for Tesla to make a substantial dent in the market, and they’re going to need to pay close attention to what these competitors do,” Munro said.


Munro added trucks are on a completely different playing field compared to the rest of the automotive industry. While sedans and SUVs are inclined to have many different variations and configurations due to highly customizable body shapes and types, trucks are entirely different.

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