Cybertruck滞销困局难破，特斯拉如何重构品牌护城河

Core Insights - Tesla's Cybertruck, initially launched with a pre-order list of 1 million, has seen less than 50,000 units delivered over a year, leading to significant inventory buildup [1] - The company is undergoing a brand repositioning, shifting the Cybertruck's image from a futuristic vehicle to one that appeals to traditional truck buyers, emphasizing practicality over aesthetics [2][3] Group 1 - The Cybertruck's marketing strategy has evolved to target everyday laborers, focusing on functionality such as towing capacity and cargo space [2] - Tesla's website has been redesigned to remove previous sci-fi elements, now showcasing the truck's utility for construction workers and families [2] - The new marketing approach mirrors that of the Ford F-150, the best-selling truck in the U.S. for the past 40 years, indicating a strategic shift towards appealing to a broader audience [3] Group 2 - Industry experts believe that Tesla's focus on practicality is a wise move, as the initial fanbase has largely purchased vehicles, necessitating a shift to attract the general public [3] - The previous marketing emphasized a futuristic aesthetic, which has now been replaced with a more relatable and functional image [2]