Is cybertruck real
$ 25 million in sales of show-off screenshots: Elon Musk's marketing masterpiece
We'll do a test. Attention, let's go: Cybertruck. Okay, we can already see the first of you yawning. No question about it, Tesla's new pickup model has been so ubiquitous in the past few days that some of them may be tired. Perhaps we can give you a few thoughts on this that you have not yet read elsewhere in this form. For example: Is it Elon Musk's greatest achievement to have taken a quarter of a million people off $ 100 each for posting a screenshot and promoting Tesla?
But first a summary for all of you who have always scrolled disinterestedly through the posts and media reports about the Cybertruck: Elon Musk (the guy whose fame largely comes from the fact that he leads a life that eight-year-olds dream of - he follows in the footsteps of his heroes and builds rockets that are supposed to fly to Mars), this Elon Musk presented the Cybertruck on November 21 in a live streamed show (the flair of which was somewhere between Apple and Blade Runner).
"Built from rocket steel"
The Cybertruck is a new, extremely unusually designed pickup model from Tesla that has been available for pre-order since last Thursday, November 21st. The first copies are to be delivered in 2021. The pickup is said to be extremely robust and supposedly made of the same stainless steel as Elon Musk's Space-X rockets. The windows should actually be bulletproof - but during an endurance test with a steel ball during the show, two windows of the truck shattered on stage.
After the performance, Musk posted a video on Twitter showing how the window passed the same test without scratches before the show. During the show, the window shattered because a sledgehammer hit the car door destroyed the window frame, the Tesla CEO said in another tweet.
Was the breaking of the windows planned from the start?
Even during the show, news of the Cybertruck had spread like wildfire through the web. On social media, users compared the cybertruck with old computer games with equally boxy graphics. The comparison with children's car drawings is just as popular. The Cybertruck soon got its own entry in the online meme lexicon KnowYourMeme.com.
The initial spark was the design of the Cybertruck, which was deliberately designed for Blade Runner, but the windows that were broken during the show served as the accelerator for the fact that soon almost the entire web was talking about the Cybertruck. Not only did Lego jokingly announce a competitor model on social media a few days later - "guaranteed break-proof", the theory that the window breakage was planned to generate even more reach and attention was soon also being discussed in various places.
Meme Lord Musk
The past few months have shown time and again that Musk is very sophisticated when it comes to internet culture and uses it cleverly for its own interests. Among other things, he was a guest in a video by the world's largest Youtubers Pewdiepie, in which the two rate current memes (“Meme Review”). Two days after the cybertruck was presented, the Tesla CEO announced via Twitter that 146,000 people had pre-ordered the new model - "without advertising or paid endorsement". When one user replied, "Memes are the best kind of free advertisement," Musk firmly agreed.
The so-called “memebaiting” has established itself in the past 24 months as a successful lever for generating free online attention. The "baiter" lays out a bait so that users can generate various memes and distribute them via social media, thus generating an enormous range. Master in this discipline is Balenciaga chief designer Demna Gvasalia.
A $ 25 million interest-free loan
The memes about the Cybertruck were likely to have made a decisive contribution to the fact that Elon Musk was able to announce on Twitter six days after the Cybertruck was presented that 250,000 people had pre-ordered the Tesla pickup. In a previous tweet, he announced that around 80 percent of those who pre-ordered had pre-ordered the most expensive or second most expensive model of the Cybertruck (price: 69,900 or 49,000 US dollars) and around 20 percent had pre-ordered the cheapest (39,900 US dollars). Applying this ratio to 250,000 pre-orders, Tesla would have collected more than $ 14 billion in sales in less than a week.
But of course the customers did not have to pay the full price when pre-ordering, but only 100 US dollars, "fully refundable", which means that the pre-orderers can also claim their money back. You only deposited $ 100 to secure a place in line. So, if you take it seriously, in the worst case (!) Tesla has received an interest-free loan of $ 25 million. In return, customers paid US $ 100 to get a screenshot of the order confirmation, which they can use to brag about their pre-order via their social media accounts and also use it to advertise Tesla free of charge. If you search for relevant terms on Twitter, you will find hundreds of examples. We bow in awe of Elon Musk's previous marketing masterpiece.
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