To be "for the masses", it would need to:
- be smaller
- have an actually usuable truck bed
- be painted (so rust isn't an issue)
- have a body that's not literally duck taped together in some places and can easily snap in others
- use steel (which bends) for body construction
- be suitable for towing hauls
- not be ridiculously overpowered (...to the extent where engine can overpower the breaks)
- have good visibility with a windshield that isn't at a sharp angle to the ground and body geometry which doesn't maximize blind spots
- not have sharp corners that the cut you or doors that can decapitate your dog
- have door handles that make doors openable in case of emergencies/no power situations/electric shorts
- not have bulletproof glass (WTF, "for the masses"?) which makes makes it harder to rescue people when accidents happen
- be easily repairable, or at least amenable to repairs in local non-Tesla shops, with customers being confident it their warranty won't go poof (as the law requires)
- be easily customizeable for different applications (particularly when it comes to the bed)
- not look so different from other trucks without any reason other than "Elon Musk wants to be edgy": ugly is subjective, being a billionaire's fashion statement isn't
...to start. That's off the top of my head.
And, of course, being priced for the masses, which doesn't just happen. It's a design requirement.
As it stands, the Cybertruck is, and has always been, a rich boy's luxury toy — and it was designed as one.
It really seems like something got to Musk's head that he thought the world has so many edgy rich boys.
You want to see a modern truck "for the masses"? That's Toyota IMV 0, aka Hilux Champ [1]. Ticks all the above boxes.
And hits the $10,000 price point [2]. A literal order of magnitude cheaper than the Cybertruck.
Speaking of which: a car "for the masses" isn't a truck. It's a minivan (gets the entire family from one place to another), it's a small sedan/hatchback (commuter vehicle), a crossover/small SUV to throw things, kids, and dogs into without having to play 3D Tetris in hard mode.
But not a pickup truck, which is a specialized work vehicle.
The masses aren't farmers and construction workers (most people live in the cities, and only a small number needs such a work vehicle).
The popularity of The Truck in the US is, in a large part, a byproduct of regulation which gives certain exemptions to specialized work vehicles.[3]
That's not even getting to the infrastructure part: trucks shine in remote, rural areas. And while one can always have a canister of gas in the truck bed, power stations can be hard to find in the middle of the field or a remote desert highway.
But again, it's not impossible to make a truck for the masses (at least for certain markets). That's the $10K Hilux Champ.
For all the luxury aspects of the Tesla sedan, it's been one of the most (if not the most) practical electric vehicles on account of range alone. It also looked like a normal car at a time when EVs screamed "look at me, I'm so greeeeeen!" from a mile away (remember 1st gen Nissan Leaf or BMW i3?). It was conformal and utilitarian, while also being futuristic and luxurious enough for the high price point was fair for what was offered.
The public image of having a Tesla was good: you are affluent, future-forward, and caring for the environment.
The Cybertruck went back on everything that made Tesla a success: it's conspicuous, impractical, overpriced, and currently having publicity rivaling that of the recent Melania documentary.
It was not a risky bet. It was an a-priori losing bet. The world simply never needed as many edgy toys as Musk wanted to sell.
And driving a car shaped as an "I'm a Musk fanboy" banner really lost its appeal after a few Roman salutes and the dear leader's DOGE stint.
Overly optimistic engineering assessments? Perhaps, but they are much further down on the list of reasons of Cybertruck's failure.
[1] https://www.roadandtrack.com/reviews/a45752401/toyotas-10000...
[2] https://www.motortrend.com/reviews/2025-toyota-imv-0-pickup-...
[3] https://reason.com/2024/02/02/why-are-pickup-trucks-ridiculo...