During the demonstration, Musk highlighted the truck's toughness by hitting the stainless steel body with a sledgehammer. The truck also features what's called "Tesla Armor Glass" which, in videos, seemed unbreakable. During the live demonstration, two windows unexpectedly broke, to which Musk discounted "it didn't go through."
Before the presentation concluded, Musk surprised the audience with an electric ATV which rolled into the bed of the truck. The four-wheeled, battery powered vehicle can be recharged in the bed of the pickup.
It's unclear how much the ATV will cost and its performance specifications.
With the launch, Tesla is edging into the most profitable corner of the U.S. auto market, where buyers tend to have fierce brand loyalty. Tesla’s pickup is more likely to appeal to weekend warriors who want an electric vehicle that can handle some outdoor adventure. But it could end up cutting into Tesla’s electric vehicle sedan sales instead of winning over traditional pickup truck drivers.
Tesla has struggled to meet delivery targets for its sedans, and some fear the new vehicle will shift the company’s attention away from the goal of more consistently meeting its targets.
The Associated Press contributed to this report.
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