During the unveiling of the Tesla Cybertruck in 2019, chief designer Franz von Holzhausen's demonstration went awry when steel balls shattered the windows. This event, rather than obscuring the vehicle’s potential, created a marketing chance, with Tesla subsequently selling themed merchandise. Following the incident, Elon Musk reported a surge of 200,000 orders for Cybertrucks. von Holzhausen remarked that it was an unexpected moment that illustrated the unpredictability of such events and ultimately turned into a notable marketing highlight for the company.
It was just one of those Murphy's Law kind of things where something about happens, but it turned out to be a great meme, referring to the phenomenon of when something can go wrong, it usually will.
And I think in an odd sort of way-we don't do marketing-but it turned into a great marketing moment.
It was not an expected moment, but in that moment, you have to roll with it.
Tesla began selling T-shirts alluding to the accident, and CEO Elon Musk claimed the company saw 200,000 orders for Cybertrucks in the days following its launch.
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