In most regards, the sales pitch for Tesla's new Cybertruck doesn't differ in its particulars from the value proposition of any other pickup or SUV.
But unlike the Cybertruck, its sales pitch has a curve: Musk has said all along that it's designed to be your go-to vehicle for the End of the World.
"The apocalypse could come along at any moment, and here at Tesla we have the finest in apocalypse technology."
If you believe in an apocalypse with trucks, you must also believe that someone will be maintaining the necessary infrastructure.
In the early 20th century, when cars first came within financial reach of average Americans, the sales pitch focused on freedom of movement.
Persons:
Elon, Musk, —, It's, cofound, Ursula K, Le Guin, Ken Liu, Mike Pondsmith, Adam Rogers
Organizations:
SpaceX, Insurance Institute for Highway Safety, Cooperation
Locations:
Francisco, Megacity