They are still innovating. For all of its other drama the Cybertruck has some amazing innovations. It's now a 48V system, uses an ethernet bus, uses un-treated stainless steel, etc.
Again, I'm not remotely claiming the Cybertruck is a great vehicle or that it won't have any problems, but they definitely are still innovating on vehicles.
Marketing? Tesla never really had a marketing department and now doesn't even have a PR department, last I heard.
Its steel body panels alone qualify as both disruptive market and technical innovation. There's exactly nothing else like it.
Did you see Munro's walking tour of the steel fab? The welding of the interiors to their respective body panels is awesome. Just one of dozens of process and technical innovation. Terrific stuff.
Acknowledging caveats about Musk, leadership, working conditions, FSD, yadda yadda aside:
Other manufacturers certainly have noted Cybertruck's reduced part count (BOM) and labor hours. They've gotta be concerned.
Like Apple with the iPhone, Tesla will continue to be more profitable than its competitors. Cheaper cost of capital, pour those profits back into R&D, fly wheel effect, etc.
They are still innovating. For all of its other drama the Cybertruck has some amazing innovations. It's now a 48V system, uses an ethernet bus, uses un-treated stainless steel, etc.
Again, I'm not remotely claiming the Cybertruck is a great vehicle or that it won't have any problems, but they definitely are still innovating on vehicles.
Marketing? Tesla never really had a marketing department and now doesn't even have a PR department, last I heard.