Ad agency behind Adidas and Panda Express made its own Cybertruck-styl

One important barrier holding many individuals again from making the change to electrical automobiles has been their (actual or perceived) lack of muscle. As if nothing that quiet may ever be as robust as a gas-powered car. So a big breakthrough over the previous couple of years has been the emergence of EV vans which have helped increase each confidence and expectations for plug-ins over combustion.

Rivian Automotive, with its signature truck fashions, boasts the biggest IPO of 2021, which propelled its valuation to greater than $100 billion. Ford additionally loved a significant hype over its F-150 Lightning, electrifying America’s hottest pickup. Additionally subsequent yr, GM is popping out with its gas-guzzler reboot, Hummer EV. One widespread trait that ties all of those collectively is how acquainted they really feel. It’s a truck just like the truck you’re keen on, it simply so occurs to be electrical.

It’s there that Colin Jeffery and Mike Geiger see a possibility. The 2 are cofounders (with Seema Miller) of artistic promoting agency Wolfgang LA, and have labored on main campaigns over the course of their careers for almost each main auto model. Whereas the agency’s day-to-day is creating work for brands like Adidas and Panda Express, over the previous two years Jeffery and Geiger have frolicked on a aspect venture: working with a big group of automotive designers and engineers, they’ve created a prototype design for a special path for the way forward for the electrical vans. They name it . . . Thundertruck.


It’s not the primary extra radical rethinking of what an electrical car may be: Tesla’s CyberTruck is a pointy, angular block of stainless-steel that appears not like any automotive on the highway. The Thundertruck, however, appears prefer it takes its inspiration from the Tumbler Batmobile from Christopher Nolan’s trilogy. The truck has a collapsible roof-mounted awning—that appears remarkably like batwings—with versatile photo voltaic cloth that may present stationary battery recharging. It options an optionally available extension that makes it a six-wheeled car, and may detach right into a Segway-like companion car. There’s additionally a army spec drone that may fly over the automotive, providing a 3D information scan of ahead terrain on dashboard show. It may go from 0 to 60 mph in 3.5 seconds.

If you wish to purchase one, although, you’ll have to attend awhile. Proper now, Thundertruck solely exists as specs and as a complete 3D mannequin. However Wolfgang LA is hoping to alter that.

“With an EV drive prepare, a truck doesn’t should seem like a truck, we simply have this preconceived thought of what a truck ought to seem like,” says Jeffery. “But it surely’s actually not an excellent use of area, from a design standpoint. So we mentioned, okay cling on, let’s throw out all the luggage our trade has from a design perspective, and begin from the bottom up. We put it collectively to be a contemporary, purposefully designed EV multi-purpose car, versus an everyday truck that occurs to be an EV.”

The armored, military-like vibe goals to assist emphasize that undeniable fact that Thundertruck was designed to be a critical off-road EV with high-end capabilities and efficiency. Massive, uncovered tires, pushed out to every nook, help in climbing obstacles, whereas the large featureless slabs and angular surfaces add power to the brutalist aesthetic. “Much like a Transformer, we needed the car to increase and contract, adapting to the atmosphere it’s in,” says Jeffery. “Sci-fi-inspired headlights and daring proportions make our car look out of this world.  In distinction, the inside is designed to be snug for lengthy journeys, with heaps of tech to play with alongside the best way.”

Due to its genesis at a artistic advert agency, the Thundertruck may seem to be a glorified artwork venture. Nevertheless, Geiger and Jeffery name Thundertruck “pre-engineered” for a cause. It was designed by a workforce of automotive veterans, together with engineers, designers, sculptors, UX specialists, trim specialists, and extra that each Geiger and Jeffery have met and collaborated with over time by means of their work with numerous auto manufacturers. Australian-based auto designer Dean Block was their level particular person in gathering the group. “The cool factor is they’re automotive designers, sculptors, engineers,” says Geiger. “Sometimes, you speak about an advert agency making an attempt to design a automotive, I imply, you would make one thing that appears cool however having these guys, who’ve carried out this their total profession, mixed with our advertising background, I really feel prefer it’s an ideal mixture.” Relying on manufacturing quantity, Jeffery says the ballpark price for a completed Thundertruck would begin round $70,000.

Wolfgang LA has already constructed a advertising marketing campaign and technique for Thundertruck, an train in merging product and promotion from the beginning. The audience is what Geiger and Jeffery name “outsiders.” The advertisements have wink-wink taglines like, “It’s not for everybody. We couldn’t probably make that many.” and “Stands out like a inexperienced thumb.”

“It appears on the duality of the viewers, literal outsiders or individuals who wish to be exterior, and additionally those that are slightly on the market, not regular,” says Jeffery. “The truck additionally has this duality, the place it’s referred to as Thundertruck but it surely’s very quiet, it appears bad-ass but it surely’s environmentally pleasant as an EV.”


Geiger and Jeffery say they’ve talked to world know-how firms, potential manufacturing companions, and traders. However proper now, Thundertruck stays a dream expressed in engineering specs, idea images, in addition to a model positioning, full artistic and communications technique.

“We don’t know what’s going to occur, however the level right here is that is actual, it’s able to go, you would construct a prototype very quickly,” says Geiger.