Tesla opts out of the . . .

Screen Shot 2016-04-12 at 5.56.50 PM

Congrats to Tesla for ditching the fake Model S grille. Maybe starting today, the words “Tesla” and “fake” will never again appear in the same sentence, besides the one you just read. Make that two. Going mouthless is pretty remarkable considering the recent automotive trend toward agape kissers stuffed with baleen. Take Lexus for example. Puh-leeze. If you drove a Lexus too quickly through a farm, you know what you’d get? Salad.

But now, the Big Question: How the heck will Tesla design a pickup truck without a grille? Trucks have a lot of frontage, most of it grille. Yet it seems Model X already sports the maximum allowable “negative space” on the front of a vehicle. A truck might need even more. So Tesla would have to either re-invent pickup truck design to minimize frontage, or find a tasteful way to interrupt a big, flat surface.

BTW, when was the last time an automaker’s mid-cycle refresh received this much coverage in mainstream, non-automotive media like Marketwatch, USA Today, Fortune — even syndications like AP? Just a reminder that Tesla dominates in mind share, and therefore needs no advertising. The company simply uploaded a new image and some new data on its website, sent out a tweet and let natural curiosity do the rest.

Does Tesla have enough clout to force a pullback from the grille obscenity we’ve witnessed in recent years? Will prominent grilles now say “old school?” Some brands have resisted going grille-cuckoo. Others haven’t. You be the judge.


One thought on “Tesla opts out of the . . .

  1. Avid reader of the blog says:

    If full autonomy is achieved and allowed on the roads by then, I would expect Tesla to rethink the truck use case. Does it have to look like a truck at all at that point? In the short to medium term, trucks are probably not a priority for Tesla. Full autonomy is probably higher priority, as it makes upcoming products ever more compelling.


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