This has potential to be either amazing or fail spectacularly.

A 20k Electric SUV or Pickup truck with such customisation, and made in USA? I can definitely see how this could become the new Toyota Hilux.

Much better visualization of personalization options compared to other websites. Am genuinely excited. It's like Project Ara was for smartphones, except on phones there's inherently limited space to allow for personalization, and wasting a bit of space significantly trades off battery life. A car or truck has oodles of space.

Neat idea around removable (I think?) plastic panels that're the same color all the way thru. Cheap to manufacture, dent resistant and DIY vinyl wrappable.

The idea of focusing on a single car "framework" from which you can create many variations seems great. I personally really like the design too.