More than an automaker or an energy company, Tesla is a hype machine. What other company can make a live crowd ooh and ahh over at-home battery storage, or line up hundreds of thousands of pre-orders for a sedan? But even for Elon Musk, making a big rig sexy and desirable is a stretch. However, with his usual hyperbole, that's exactly what he's promising to do, and while he's at it, he's going to "blow your mind clear out of your skull."
Elon Musk's vision has always been for Tesla to be more than a car company. He wants to shift the world to sustainable energy, using electricity generated by the sun to power a range of vehicles, from cars, to SUVs, to busses, and yes, Class 8 trucks—the massive 18 wheelers that loom over all other freeway traffic. So before the 8 pm reveal in Los Angeles, here's what we know.
Elon has been thinking about trucks for a while. In his Master Plan, Part Deux, a mission statement for Tesla he published in July 2016, Musk said he wanted to "expand the electric vehicle product line to address all major segments."
In order to be skull-shattering, though, Musk is going to have to unveil something very special. Because while Tesla can take credit for igniting the electric car market, that was a sparse space before the company jumped in. The electric truck market, on the other hand, is already plenty competitive: Startups and established constructors alike all recognize that an electric drivetrain can be greener, cheaper, and easier to drive.
On Instagram he joked his truck will transform into a giant robot, fight aliens, and make one hell of a latte. (Well, he was probably joking.) Tesla has released teaser images of the truck, and we know it's going to be sleek, probably black and silver, and have LED headlights. Beyond that, all we can do is make some informed inferences.