Broadcasting live on X (formerly known as Twitter) last Thursday, Tesla’s CEO (and X owner) Elon Musk said that the Tesla Cybertruck is a car of the future “that looks like the future”.

The design is bold. Not just due to the unusual shape and the stainless steel finish, but also in the product offerings. The stainless steel panels and finish are reminiscent of the ill-fated DeLorean DMC-12 that, while beloved for its starring role in the Back to the Future franchise, was otherwise disastrous for the company and a rather lacklustre car with many issues.

The angular shape, flat surfaces and triangular roof line of the Cybertruck look like nothing else currently on sale. The vehicle is very different from the traditional Tesla line up, which are more curved and jelly mould-like in their appearance. This means they’re highly aerodynamic, with reduced drag to maximise their electric range.

Automotive manufacturers typically have a design language that underscores all of their vehicles, clearly indicating the brand. This could be signified by a consistent grille design or the shape and form of their cars. Take the kidney-shaped grille on BMWs or Mazda’s “Kodo” design philosophy, for example, which aims to evoke motion even when the car has stopped.

However, Tesla seems to have designed the Cybertruck to bear no resemblance to any of its other offerings. Externally, at least, there’s no clear brand consistency.........

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