Photo: shop.tesla.com
As the saying goes, when life hands you lemons, you make lemonade. In Tesla’s case, that means turning an otherwise PR disaster into tongue-in-cheek attempt at boosting sales through merchandising.
Truth be told, no one would be surprised if this paid off. Because it’s brilliant. The Tesla online shop is now selling a T-shirt inspired by the disappointing live demo of the Cybertruck, which took place back in November and saw the supposed armored glass on the electric truck shatter – twice! – upon impact with a steel ball.
To those living under a rock without an Internet connection (no offense), a quick recap. In November, Elon Musk himself walked on stage to introduce the much-hyped Cybertruck. It was meant to have armored glass on the windows, so he had designer Franz von Holzhausen throw a steel ball at driver’s side window to prove that it could withstand any impact.
It didn’t. The glass shattered and Musk was heard muttering “oh, my f**king God,” which was an appropriate estimation of the mishap. That didn’t stop him from asking Holzhausen to throw the ball again, this time at the rear door window. Unsurprisingly, it too broke, prompting Musk to conclude that “there is room for improvement” still.
Tesla has always been nothing if not in tune with the times, and the latest offer in the official shop is proof of that. While most companies (and not just carmakers) would rush to disavow the November experience or otherwise sweep it under the rug and pray people would forget about it, it’s choosing to embrace it. And just roll with it, as the saying goes.
The Cybertruck Bulletproof Tee is “designed for exceptional comfort and inspired by the Cybertruck unveil event.” Despite its name, it’s not bulletproof, but “made from 100% cotton and features our signature Cybertruck icon on the back.” You know, for those who wouldn’t get the joke by looking at you wearing it from the front.
Pricing is set at $45, which is a lot for a T-shirt even if it’s made from all-organic cotton, but is tame seeing how you’re buying an ironic piece of auto-making history.
To those living under a rock without an Internet connection (no offense), a quick recap. In November, Elon Musk himself walked on stage to introduce the much-hyped Cybertruck. It was meant to have armored glass on the windows, so he had designer Franz von Holzhausen throw a steel ball at driver’s side window to prove that it could withstand any impact.
It didn’t. The glass shattered and Musk was heard muttering “oh, my f**king God,” which was an appropriate estimation of the mishap. That didn’t stop him from asking Holzhausen to throw the ball again, this time at the rear door window. Unsurprisingly, it too broke, prompting Musk to conclude that “there is room for improvement” still.
Tesla has always been nothing if not in tune with the times, and the latest offer in the official shop is proof of that. While most companies (and not just carmakers) would rush to disavow the November experience or otherwise sweep it under the rug and pray people would forget about it, it’s choosing to embrace it. And just roll with it, as the saying goes.
The Cybertruck Bulletproof Tee is “designed for exceptional comfort and inspired by the Cybertruck unveil event.” Despite its name, it’s not bulletproof, but “made from 100% cotton and features our signature Cybertruck icon on the back.” You know, for those who wouldn’t get the joke by looking at you wearing it from the front.
Pricing is set at $45, which is a lot for a T-shirt even if it’s made from all-organic cotton, but is tame seeing how you’re buying an ironic piece of auto-making history.
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