Elon Musk continues to test the old adage that there is no such thing as bad publicity.

On 21 November, Musk launched the Tesla Cybertruck, an angular ‘truck’ that was supposed to be able to stand up to a metal ball being thrown at the window.

First, the team demonstrated that the armoured glass could withstand a solid metal ball being dropped on it from a height. Embarrassingly enough, this part of the test went well.

But, as you can see in the video below, when one of Musk’s colleagues threw the same ball at the window in the truck itself… the results were shattering, while the exchange that accompanied the on-stage car crash surely gave the watching audience more of an insight into Tesla’s quality assurance processes than they would have wanted to hear.

Well, maybe that was a little too hard.

Shall we try one more?

It didn’t go through.

That was the plus side.

It didn’t go through.

Alright.

That will pass.

Room for improvement.

Still, at least it was a good exercise in expectation management.

Full video below: