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Tesla’s approach to battery technology keeps it ahead in the EV industry
Tesla’s dominance in the growing electric vehicle (EV) industry is largely attributed to its unique approach to its battery technology. The engineering behind the all-electric car maker’s cylindrical cells speaks for itself in terms of the performance and range achieved, but in a recent interview with a battery technology researcher, a few things detailed about Tesla’s batteries stood out in particular.
Ravindra Kempaiah is a Ph.D. scholar at the University of Illinois Chicago focusing on advanced battery materials for his thesis. In his interview with Tesla owner and host of All Things EV, Sean Mitchell, Kempaiah explained lithium-ion technology in EVs and the primary issues faced in their development. Overall, the biggest challenge is balancing the three main components in battery production: energy density, cost, and cycle life. Increasing one area will significantly impact the other, and the ideal equation is always being sought after. For example, if you increase energy density for higher range and lower cost, the cycle life takes a major hit. If you increase density and life cycle, the battery alone can cost as much as $100k, as described by Kempaiah.
“We always want more range. We always want higher cycle life. We want our batteries to last 15-20 years and the car to go 500 miles, but this is a problem every battery scientist has faced for the last 30 years,” Kempaiah commented in the interview.
Tesla deals with the same balancing act as other battery-electric car makers; however, there are key factors which seem to have kept the company ahead in the industry.
First, Tesla’s choice of cylindrical cells sets it apart from every other electric vehicle on the market. This provides several advantages that drive performance, flexibility, and cost control. Notably, Rivian is also using cylindrical cells, although their vehicles are not yet under production.
Out of the three types of cells available (cylindrical, prismatic, and pouch cells), cylindrical is the most cost-effective to produce. Namely, the cost per kWh is lower in cylindrical cells versus other types. The metallic jacket around the 18650 and 2170 cylindrical cells used in the Tesla Model S/X and Model 3, respectively, acts as scaffolding and provides structural rigidity to the battery. Additionally, in high powered situations, current draw and distribution of power is over the entirety of the battery pack instead of concentrated in a certain section, according to Kempaiah.
Second, Tesla uses a liquid-cooled thermal management system to manage battery temperatures whereas other automakers take a more economical air cooling approach. By adjusting the temperature of the battery pack, Tesla is able to ensure that cells are operating in their most efficient and optimal states, thereby maximizing battery longevity as well as performance. While reducing cost is an important factor in accelerating the growth of the electric vehicle market, Tesla’s investment in thermal management technology provides an upside for owners who may be looking for longevity and long-term affordability of their cars.
Third, Tesla has actively sought to limit the amount of cobalt it uses in its batteries and already uses less of the element than other companies in the Model 3 batteries. The scarcity of cobalt and its mining sources have subjected it to socioeconomic situations that are more than problematic in the United States, i.e., child labor and similar abuses are widespread in its sourcing. With this in mind, Tesla has been working on the question, “Is cobalt really needed?”
Cobalt is used as a cathode in battery technology, and out of all cathode materials available, it has the highest cost both fiscally and politically. Current consensus on battery technology says that without cobalt, the structural integrity and cycle life in batteries is compromised, as described in the interview. However, some recent scientific literature was cited by Kempaiah that indicated higher nickel content limited the impact of cobalt on batteries, possibly removing the need to use it at all. Nickel is more widely available across the globe, which keeps its cost down and mitigates the socioeconomic impacts often associated with resource mining operations. Overall, the discussion between Mitchell and Kempaiah indicated that Tesla can probably go cobalt-free soon, making it less vulnerable to the cobalt industry.
Finally, Tesla takes great care to educate its customers about proper battery maintenance, especially with regard to the negative impact of bad charging habits. Specifically, keeping an electric car battery charged at 100% for long periods degrades the battery very quickly, while keeping charging states within an optimal range will give it a long life. Tesla makes it a point to communicate to customers the importance of battery health on their overall ownership experience and value of their purchase.
When asked for his opinion by Mitchell, Kempaiah attributed the lack of education by other brands as a disconnect between engineering teams and marketing teams. While battery “best practices” are provided to EV customers by all manufacturers, the importance of communicating the true impact of bad charging habits may not be emphasized enough to be included as prominently as it should.
In summary, Tesla is constantly developing the technology in its vehicles, and its particular attention to its batteries looks to have given the company a significant advantage over its competitors. Perhaps other automakers will take a few tips from Tesla in the future, even if it’s as limited as improving communications with customers.
Watch Sean Mitchell’s full interview with Ravindra Kempaiah below:
Elon Musk
Tesla is ramping up its advertising strategy on social media
Tesla has long stood out in the automotive world for its unconventional approach to advertising—or, more accurately, its near-total avoidance of it. For over a decade, the company spent virtually nothing on traditional marketing.
Tesla seems to be ramping up its advertising strategy on social media once again. Marketing and advertising have not been a major focus of Tesla’s, something that has brought some criticism to the company from its fans.
However, the company looks to be making adjustments to that narrative, as it has at times in the past, as ads were spotted on several different platforms over the past few days.
On Facebook and YouTube, ads were spotted that were evidently placed by Tesla. On Facebook, Tesla was advertising Full Self-Driving, and on YouTube, an ad for its Energy Division was spotted:
Tesla also threw up some ads on YouTube for Energy https://t.co/19DGQMjBsA pic.twitter.com/XQRfgaDKxY
— TESLARATI (@Teslarati) March 9, 2026
Tesla has long stood out in the automotive world for its unconventional approach to advertising—or, more accurately, its near-total avoidance of it. For over a decade, the company spent virtually nothing on traditional marketing.
In 2022, Tesla’s U.S. ad spend was roughly $152,000, a rounding error compared to General Motors’ $3.6 billion the following year.
Traditional automakers averaged about $495 per vehicle on ads; Tesla spent $0. CEOElon Musk’s stance was explicit: “Tesla does not advertise or pay for endorsements,” he posted on X in 2019. “Instead, we use that money to make the product great.”
The strategy relied on word-of-mouth from delighted owners, Elon’s massive X following, viral product launches, media frenzy, and customer referrals. A great product, Musk argued, sells itself. It does not need Super Bowl spots or billboards. Resources poured into R&D instead, with Tesla investing nearly $3,000 per car, far more than rivals.
Tesla counters jab at lack of advertising with perfect response
This reluctance wasn’t arrogance; it was philosophy, and Musk made it clear that the money was better spent on the product. Heavy spending on ads was seen as wasteful when innovation and authenticity drove organic demand. Shareholder calls for marketing budgets were ignored.
The current shift, paid Facebook ads promoting Full Self-Driving (Supervised) and YouTube Shorts offering up to $1,000 back on Powerwall batteries, marks a pragmatic evolution.
These targeted campaigns coincide with the end of one-time FSD purchases and a March 31 deadline for FSD transfer eligibility on new vehicles.
This move likely signals Tesla adapting to scale, as well as a more concerted effort to stop misinformation regarding its platform. As EV competition intensifies and the company bets big on robotaxis and energy storage, pure organic buzz may not suffice to hit adoption targets. Selective digital ads allow precise, cost-effective reach without abandoning core principles.
If successful, it could foreshadow measured expansion into marketing, boosting high-margin software and home energy revenue while preserving Tesla’s innovative edge. But, it’s nice to see the strategy return, especially as Tesla has been reluctant to change its mind in the past.
News
Tesla Model Y outsells everything in three states, but Ford dominates
The Model Y’s success here highlights accelerating mainstream adoption of electric SUVs, which offer spacious interiors, impressive range, rapid acceleration, and low operating costs.
The Tesla Model Y was the best-selling vehicle in three different states in the U.S. last year, according to new data that shows the all-electric crossover outsold every other car in a few places. However, Ford widely dominated the sales figures with its popular F-Series of pickups.
According to new vehicle registration data compiled by Edmunds and visualized by Visual Capitalist, the Ford F-Series, encompassing models like the F-150, F-250, F-350, and F-450, claimed the title of best-selling vehicle in 29 states.
This dominance underscores the pickup truck’s unbreakable appeal across much of the country, particularly in rural, Midwestern, Southern, and Western states, where towing capacity, durability, and utility for work or recreation remain top priorities.
The Tesla Model Y is the best-selling vehicle in California, Washington, and Nevada
How many states will it dominate next year? https://t.co/ERyoyce42D
— TESLARATI (@Teslarati) March 9, 2026
The F-Series has held the crown as America’s overall best-selling vehicle for decades, a streak that continued strong into 2025 despite broader market shifts.
Yet, amid this truck-heavy reality, Tesla made a notable breakthrough. The Model Y emerged as the top-selling vehicle, not just the leading EV, but the outright best-seller in three key states: California, Nevada, and Washington.
These West Coast strongholds reflect regions with robust EV infrastructure, high environmental awareness, generous incentives, and tech-savvy populations. In California alone, nearly 50 percent of new vehicle registrations were electrified, far outpacing the national average of around 25 percent.
The Model Y’s success here highlights accelerating mainstream adoption of electric SUVs, which offer spacious interiors, impressive range, rapid acceleration, and low operating costs.
Elon Musk: Tesla Model Y is world’s best-selling car for 3rd year in a row
Elsewhere, Japanese crossovers filled many gaps: Toyota’s RAV4 and Honda’s CR-V topped charts in several urban and densely populated Northeastern and Midwestern states, where fuel efficiency, reliability, and family-friendly features win out over larger trucks.
While Ford’s broad reach shows traditional preferences persist, at least for now, Tesla’s Model Y victories in high-population, influential states signal a gradual but undeniable transition toward electrification. As charging networks expand and battery technology improves, more states could follow the West Coast’s lead in the coming years.
This 2025 map captures a pivotal moment: pickup trucks still rule the majority, but EVs are carving out meaningful territory where consumer priorities align with sustainability and innovation. The road ahead promises continued competition between legacy giants and electric disruptors.
Elon Musk
Elon Musk shares updated Starship V3 maiden launch target date
The comment was posted on Musk’s official account on social media platform X.
SpaceX CEO Elon Musk shared a brief Starship V3 update in a post on social media platform X, stating the next launch attempt of the spacecraft could take place in about four weeks.
The comment was posted on Musk’s official account on social media platform X.
Musk’s update suggests that Starship Flight 12 could target a launch around early April, though the schedule will depend on several remaining milestones at SpaceX’s Starbase launch facility in Texas.
Among the key steps is testing and certification of the site’s new launch tower, launch mount, and tank farm systems. These upgrades will support the next generation of Starship vehicles.
Booster 19 is expected to roll to the launch site and be placed on the launch mount before returning to the production facility to receive its 33 Raptor engines. The booster would then return for a static fire test, which could mark the first time a Super Heavy booster equipped with Raptor V3 engines is fired on the pad.
Ship 39 is expected to undergo a similar preparation process. The vehicle will likely return to the production site to receive its six engines before heading to Massey’s test site for static fire testing.
Once both stages are prepared, the booster and ship will roll out to the launch site for the first full stack of a V3 Super Heavy and V3 Starship. A full wet dress rehearsal is expected to follow before any launch attempt.
Elon Musk has previously shared how SpaceX plans to eventually recover Starship’s upper stage using the launch tower’s robotic arms. Musk noted that the company will only attempt to catch the Starship spacecraft after two successful soft landings in the ocean. The approach is intended to reduce risk before attempting a recovery over land.
“Should note that SpaceX will only try to catch the ship with the tower after two perfect soft landings in the ocean. The risk of the ship breaking up over land needs to be very low,” Musk wrote in a post on X.
Such a milestone would represent a major step toward the full reuse of the Starship system, which remains a central goal for SpaceX’s long-term launch strategy.
Tesla is ramping up its advertising strategy on social media
Tesla Model Y outsells everything in three states, but Ford dominates
