An illustration of cowboy characters with lassos driving Tesla Cybertrucks.
Illustrations: Jackson Gibbs

Tesla’s Cybertruck Has a Huge Cowboy Problem

Can Tesla and Rivian convince practical Ford-loving pickup drivers to buy their futuristic machismo machines?

ItIt just doesn’t make sense to buy a car, to hear Mike Canada tell it. “You gotta have a truck,” says the expansively bearded 64-year-old who owns a cluttered, sprawling antique and collectibles shop on the…