Tesla designed its stainless-steel Cybertuck to be something special: the first vehicle for the masses that does not require paint. It’s no easy feat. The only other company to come close, DeLorean, sold just 9,000 cars before filing for bankruptcy in 1982.
Tesla may, however, have a devised a cheat that DeLorean could not: color wraps. A decorative film applied to the vehicle’s exterior — and a lucrative upsell Tesla has been trying out in California — could soften the edges of a vehicle seen as too harsh for mainstream buyers.
“It looks a lot more attractive with these wraps on it,” says Jessica Caldwell, head of insights for Edmunds, while scrolling through images of Cybertruck test vehicles spotted with custom prints.
Across the auto industry, there has been a notable shift toward boxy “masculine” automotive designs, compared to the bubble-shaped SUVs that have long dominated, Caldwell says. Tesla just went “maybe a bit too far.”