Tesla’s Cybertruck Is Already A Huge Success, Here’s Why…

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Did you hear the news?

Tesla is making a pickup truck!

Of course, I doubt anyone who pays a slight bit of attention on social media missed the debut of Cybertruck. I mean, who could miss such a disaster of epic proportions, right?

At first glance, Elon Musk blew it. The truck looks absolutely hideous to your typical truck buyer, like something off a Blade Runner movie set, a future that never will be and never meant to ever reflect what consumers actually want in a vehicle.

But the reality is that Tesla just scored a huge marketing win. Those of you who hate the design, you are not in the actual target audience. A traditional truck buyer isn’t really interested in anything Tesla is offering and taking sledgehammers to windows won’t change that. However, if you have joined those talking about this awful truck then you are doing exactly what Musk’s rollout was intended to do and that is you are providing free-advertising for Tesla.

You might say, “But, wait a minute, everyone is ridiculing this design, laughing about the broken glass, how is that a good thing?”

It doesn’t make sense that what appears to be a failure is anything but a failure, right?

However, there is one thing I’ve discovered in the past few years and that is that almost all publicity is good publicity for those who know how to leverage it. From Miley Cyrus selling albums by twerking awkwardly like an ex-Mennonite ‘woke’ feminist-wannabe still angry at her parents—to Trump winning the White House by offending “libtards” (a term I’m borrowing from a smart liberal friend) with his strategically insensitive Tweets—bad press can most certainly be turned into bankable success.

Sure, you might never, in a million years, buy a Cybertruck. But, who cares? I can about guarantee some version of this truck will be hitting the road in the next few years and now everyone that could possibly want one knows about it.

Musk gets it.

Musk, love him or hate him, understands that people aren’t only buying transportation.

No, ever since Chevy coupes could be bought in more than one color (and much to the chargin’ of Henry Ford and his venerable Model T that was available in any color you want—so long as that color is black), consumers are buying an image as much as anything else. Image trumps practicality at every turn in this age of consumerism.

Musk, for his part, is in the business of creating image and, on this front, has delivered before…

Tesla Successfully Changed What it Means To Be Green

When electric vehicles were first introduced by established carmakers (or rather reintroduced after a century-long hiatus) they were always sold as being ‘green’ and a compromise. The EV1, for example, that billion dollar General Motors boondoggle, while winning a cult of leftist conspiracy theorists, failed to inspire the car buying masses.

And, sure, you can find enough virtue-signaling professor types or too practical appliance-car buyers to purchase a Toyota Prius. But, for the simple reason that it is boring as Al Gore’s personality, you’ll never convince the general public that this should be their next vehicle . Nobody wants to settle, every big-ticket item we buy is an extension of us, shows our personality, and an electric Toyota has all the excitement of a tweed sweater.

Musk changed the game. He changed the focus from economy and compromise (for sake of some hypothetical greater good abstraction) to real luxury and serious power. There was really nothing that new or innovative about his designs. In a sense, all Telsa cars (at least up until the Cybertruck) had styling cues that belonged next to a 1990s Ford Taurus or Chevy Caprice of the bubble car era. But the marketing strategy worked.

Telsa made electric cars something relevant and cool.

To the target demographic Model S and subsequent offerings have looked sleek and sophisticated. They also offer real-world performance, exclusivity, and appearances of eco-friendliness on top of that. They pretty much bested the existing offerings of BMW, Lexus, Audi and Mercedes Benz in every metric that mattered to that demographic.

So what happened???

How did we go from that to Cybertruck?!?

But, first…

Why Does Anyone Buy a Pick-up Truck?

Truck buyers might claim to be practical. And that may be the case if you have an old Ford Ranger in your driveway, farm or hang drywall for a living. But most people do not need a pick-up truck any more than I need a Shelby GT-350.

With a pick-up truck you are buying an image.

Sure, pick-up trucks are often sold for their utility, for their ability to tow a trailer full of excavating equipment up a rocky cliff, and some do get used for this purpose, but let’s be real: The reality is that many of these two-ton behemoths (if not most) are used primarily as grocery getters, are not very practical for that task and that’s the point.

Come on, do you really think that guy (waking you up at an ungodly hour) put those obnoxious straight pipes on his Dodge Ram to uncork a little more power?

Is that six-foot lift kit on a late-model Duramax really about ground clearance and rock-climbing ability?

Don’t kid yourself, the jacked-up smoke-spewing monstrosity is all about trying to get you to notice and that goon behind the wheel will enjoy your disgust as much as your approval.

What we purchase is never only about the real-world utility of the thing. It is also to make a statement of some kind and trucks to make a statement. Owning a truck is often about getting noticed, it is a status symbol, it is a projection of strength, security and good ol’ American independence.

It is about possessing capabilities (real or imagined) that others do not have with their wimpy cars. And that’s generally why people prefer trucks over the alternatives.

Tesla’s Cybertruck Is Already A Huge Success

Believe it or not, Musk’s marketing plan was executed perfectly broken glass and all.

How do I know this to be the case?

Well, everyone is talking about it, even people who aren’t normally truck buyers or very interested in automotive news period are talking about Tesla’s hideous new Cybertruck creation, laughing about the busted window, making videos about the tug-of-war, etc.

Meanwhile, amid this free publicity is a subliminal message: If you want to be truly different, if you want to really stick it to the status quo, then buying the most loathed vehicle on the planet will give you that notoriety and the attention you want.

Call the Cybertruck ugly, but since when is a pick-up truck supposed to be pretty, dainty and delicate?

Laugh about a broken window, but since when have you seen someone dare to throw a steel ball at their shiny new F-150 or Silverado?

Say that the tug-of-war test is meaningless (and it is as far as something of practical value) and yet who hasn’t seen the videos online of similar contests between trucks?

Musk understands the average truck buyer better than they understand themselves. He also already knows that he’s not going to attract the traditional truck buyer.

Bubba ain’t giving up his “square body” Chevy even if you gave him ten Teslas and Billy Bob will be tweaking his “first-gen” Cummins until the thing dissolves entirely into a heap of rust and accumulated soot.

Likewise, pappy will continue to buy his overpriced four-wheel drive luxury barge, from a traditional brand, because new cars aren’t ‘safe’ like his 1960’s Oldsmobile.

The traditional truck buyer is not the target audience of Telsa’s campaign.

No, Tesla has, in effect, created the parody of a pick-up truck, the one that takes the increasingly squared shoulder look of pick-up trucks and goes straight-up box on wheels.

Cybertruck is extreme, it defies convention, which has been what the “big three” (if you can still call them that) have been doing for years. I mean, have you seen the new Silverados? The things are extremely exaggerated compared to the designs they replaced, almost cartoonish, and that has been the design direction for all full-size trucks, bigger, more aggressive, etc.

In reality, the Cybertruck is brilliant because it is the only way you can go to be more rugged, more independent and different.

It is a design that says, “I don’t care about you being offended.”

The only thing different is that the target demographic is not some redneck “rolling coal” in Arkansas who doesn’t want an electric truck, period, and never will.

Rather Musk’s target is someone like Arnold Swartzeneggar in Hollywood who in times past would’ve bought a Hummer to make a display of his unbridled masculinity, is desperate to be unique and yet now, to win female attention in his social strata, has to also signal his eco-consciousness.

There will be many out there who will emulate the boldness of their celebrity idols. Many who would enjoy irritating everyone else on the road with their annoying tastes and will especially enjoy the ire of the traditional truck buyers.

A successful product doesn’t need to be liked by everyone. In fact, when it comes to vehicles, it is better to have a specific group in mind and not to worry about what those outside that particular target group think.

Bad publicity isn’t bad if it gets your message to those who would potentially buy your product. The negative buzz can turn into a positive.

But will it work?

The Problem with Shock and Awe

Trump might win by a wider margin in 2020.

Tesla may have as much success with the Cybertruck as they have with their other vehicles.

However, people are fickle and the fresh direction that worked before might become old news and the next Edsel on the second go around.

Tesla (unlike Trump) also has some serious competition. Not only is Ford translating their proven F-150 platform into electric, but there is also the up and coming Rivian R1T that looks a little more thought out and has some traditional cues despite being differentiated.

It could be that most of Tesla’s target demographic consumers would settle for something a bit less radical and a bit more refined in appearance. The Cybertruck may simply be too silly to be taken seriously in the very competitive truck market—it may need to be tweaked towards a more traditional design.

There is a point when being controversial ceases to be appealing to anyone, goes full-on Aztec, and alienates everyone. (It didn’t work for Trump’s opponents who tried to adopt his brash style either, it completely backfired, it made them look even more lacking in authenticity than they did before.) And time will tell if Musk’s successful marketing of Cybertruck will turn into an actual sales success. But he did get our attention, that’s for sure, and that is half the game!

Musk, like Trump, has mobilized his haters and used them as a hugely successful marketing campaign.

On Cynicism, Courage and the Real War On Christmas

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A week ago someone had called my grandpa and identified himself as being my younger brother. He needed to be bailed out after some kind of traffic law infraction. My grandpa, not one quick to give vast sums of money over a phone call, quizzed his ‘grandson’ and inquired as to why he did not ask his parents first. The spoof caller answered that he wasn’t getting with his parents, at which point it was obviously a scam and my grandpa hung up.

The other day my grandpa called to inform me that someone had just called claiming to be me, his eldest grandson. This time he hung up without hearing another word.

On the same day my grandpa told me about this I had a plea for help, on social media, from an orphanage in Pakistan. Their profile pictures featured a bunch of dear children and those images momentarily tugged at my heartstrings. However, there was no way to verify who they really were. So, I tried to kindly explain my brotherly assistance was required elsewhere. When continued to repeat the request for a Christmas donation, like a broken record, I blocked them. I’ll probably be slower to accept a similar friend request in the future to avoid the need to try to reason with someone only interested in my wallet.

The communication era has brought the world together in ways unimaginable a century or two ago. And, with that development, predatory hoards from around the world can now invade our personal space at any given moment. The marauders no longer need to travel in longboats over dangerous seas, they simply pick up the phone and pretend to be your grandchildren.

This is frustrating for me. There are so many legitimate needs, including that of my family in the Philippines, and these are the real victims of the scammers and schemers. Those who exploit our kindness and generosity do a great disservice to the people around the world who work hard, experience hardship, and could use a little help. It is easy to become callous and uncaring under the deluge of requests. But we must have the courage to care even when there’s a chance of being exploited.

What is the real war on Christmas?

Political activists are constantly claiming a war here or a war there. The left claims that not providing women with free stuff constitutes a “war on women” and the right, not to be left out of the grievance culture fun, whines about the words “Merry Christmas” not being on Starbucks cups—who can forget Joshua Feuerstein’s coffee cup fury and the backlash?

But the real war on Christmas has little if anything to do with corporate marketing and tit-for-tat politics.

Christmas is not about compelling others to use a particular greeting or ensuring that religious displays are allowed in public spaces.

Christmas is a celebration, for the Christian faithful, of the most incredible gift ever given, that being the incarnation of God’s logos in the person of Jesus Christ and the opportunity for our divine adoption. This miraculous birth, to a virgin mother, represents a new hope for humanity and a reason to change ourselves. The true Christmas spirit is our being filled with this same spirit of love and giving of life for the good of others that Jesus embodied.

Turning Christmas into the latest battleground of a broader culture war is to entirely miss the point. Giving Starbucks hell isn’t going to further the message of glad tidings and joy, that’s for certain, and is not likely to win any hearts or minds either. Pettiness is never going to convince a skeptic to consider the Gospel of Jesus Christ. It is a distraction at best.

The commercialization of the holiday also takes away from the true reason for the season. The birth of our Lord and Savior wasn’t really intended to inspire stampedes of shoppers hoping to wrestle a few dollars of savings from their neighbors. But Christmas has become a marketing boon for retailers and they (along with the rest of our culture) push people to spend money they don’t have for things they don’t need—things manufactured using underpaid foreign workers while the bulk of the profits enriching a few globalist elites. It is a scheme nearly as exploitative as the telephone scammers, but completely legal.

However, those two things (culture wars and commercialization) are mere symptoms of the bigger disease and the one thing that can undermine the Christmas spirit in us—the soul-eating disease called cynicism. If Christmas has a true enemy in this world it is cynicism. Cynicism is a cancerous attitude. It is natural (albeit unhealthy and inhumane) response to a world full of self-interested people and corrupt institutions. The cynical person is one who has seen behind the curtain, who may have been taken advantage of once or twice and is now too overtaken by their skepticism to truly love their neighbors.

It is often the disillusioned idealist who becomes a bitter, critical, and faithless or cynical. Cynicism is, in that sense, a product of those who exploit trust for financial gain, a result of fatigue of being hit from all angles, and a retreat to a position of disengagement. But it is not dispassionate, as it often claims to be with a shrug, nor is this retreat from personal involvement a moral high ground. No, in reality, cynicism is an excuse for being uncaring, cold-hearted and self-centered.

The clever trick of the cynic is to be uncharitable while presenting oneself as being someone concerned about morality or morally upright for being able to identify the evil intentions of others. But the reality is that cynic is a hypocrite merely using the abuses of others as a cover for their own true self-interested indifference. They might cite scams as a reason why not to care and yet will always have another excuse waiting in the wings if that one isn’t applicable. They are simply unwilling to give of themselves.

Truly the cynic is a coward. They are too cowardly to do good in the face of evil, to be vulnerable and take a chance of being exploited. They are also too cowardly, fearing the social cost of revealing the full truth of their real underlying lack of concern for others, to make a full commitment to the evil they truly envy and yet claim to despise. The irony of the cynic is that they are as selfish and as much a part of the problem as the people that they claim has caused their cynical condition.

Caring requires courage and courage requires commitment…

It takes courage to have life experience and not be cynical. I’ve held back on giving to many charitable causes because some of them did seem more like self-interested scams. There is definitely a case for good stewardship, we should be “wise as serpents” because there are “wolves” (Matthew 10:16) who would devour us and lay waste to our hard-earned savings. It does the world no good to empower criminals or encouraging laziness in those who could learn to help themselves.

However, the dividing line between a person desperately in need of love and one merely taking advantage of the generosity of others is razor-thin. In fact, in many cases, there are overlapping motives in those asking for help, some genuine and others corrupt, and knowing how to respond requires a great deal of wisdom and discernment.

For example, a single mother, raised by the system, may indeed be inclined to take advantage of the charity offered and especially the half-hearted kind that comes out of religious obligation rather than a full commitment to love. They might simply intend to get what they can get before moving on. In those cases, it is easy to dismiss such a person, to conclude that they are unwilling to make the changes necessary to be free of their current circumstance, wash our hands, and move on.

Unfortunately, while there is a time to let people learn from their mistakes, the salvation of those who are mired in generational poverty (or otherwise unable to help themselves) often requires an investment that is beyond reasonable. In other words, it takes an investment of faith rather than of mere religious obligation. It requires the courage and commitment to look beyond the risk of being exploited and to unconditionally love another person before they have proven themselves worthy of our help. Faith means being the hands and feet of Jesus.

Had God waited for us to be worthy of his love, he would not have sent his son, we would still be waiting for a Savior and be hopelessly lost in our sin forever. The true Christmas story is God showing us how to love by becoming personally involved and being completely willing to sacrifice himself as an example for us to follow:

Do nothing from selfishness or empty conceit, but with humility of mind regard one another as more important than yourselves; do not merely look out for your own personal interests, but also for the interests of others. Have this attitude in yourselves which was also in Christ Jesus, who, although He existed in the form of God, did not regard equality with God a thing to be grasped, but emptied Himself, taking the form of a bond-servant, and being made in the likeness of men. Being found in appearance as a man, He humbled Himself by becoming obedient to the point of death, even death on a cross. (Philippians 2:3-7)

Christianity and cynicism are completely at odds with one another. They might be similar in that both see the chance of being taken advantage of and exploited, but are completely different in how they respond to that chance. The cynical person lives based on fear and uses their knowledge of the risk as a reason to do nothing for those in need. The Christian, by contrast, makes a commitment to do good despite the strong possibility they will suffer great loss for their efforts.

A Christian must go to war with their cynicism, they must help that diseased man heaped at their doorstep, they must aid the broken traveler discarded along the path they trod and must make an unreasonable commitment to overcome evil with good. That is how soldiers win wars, they understand the risk and are still willing to sacrifice themselves for the cause. It takes courage to overcome our fears, to give ourselves as a sacrifice for the good of others, and live out the true meaning of Christmas.

Be courageous and don’t let the scammers and schemers turn your Christmas spirit into cynicism!