Tesla’s second-gen Cybertruck is due out in 2027. Note the evolution of the design: It is more fluid and easier on the eyes. It embraces a humanity lacking in the current model. Pure speculation, but it looks to be a convertible.

Why? Because it does the most important thing a brand name can do: It’s interesting. Which means it’s unforgettable—no money wasted trying to get anyone to remember the name or the product. It’s differentiating, has personality, and is engaging.