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Apple Aims for 2019 Launch of Electric Car, Triples Project Titan Team
Apple has given permission to the managers of its Project Titan project to triple the size of the team and work toward a “ship date” in the year 2019.

Leaks from inside Apple claim the company has given permission to Project Titan managers to triple the size of the staff from 600 to 1,800, most of which will be drawn from existing employees. Apple is also said to be targeting a “ship date” of 2019 for its first car, but according to the WSJ, a “ship date” marks the date in which the company’s engineering staff gives final approval to a design, not when manufacturing begins.
During last week’s Frankfurt auto show, senior executives from the world’s automakers were all talking about what Apple and Google are planning. Connectivity is now the watchword for cars of the future, and both Apple and Google have an advantage over traditional car makers when it comes to their prowess in electronics and digital technology.
Most of the car company chiefs are worried they may turn into mere suppliers of sub-systems to Apple and Google in the future. Dieter Zetsche, CEO of Mercedes Benz, told the press in Frankfurt, “What is important for us is that the brain of the car, the operating system, is not iOS or Android or someone else but it’s our brain. We do not plan to become the Foxconn of Apple,” he said, referring to the Taiwanese company that manufactures the iPhone for Apple.
“Starting from sustainability, going over to digitalization, and ending up at autonomous driving — these three big things are really something that is a game changer for the automotive industry,” said Stephen Winkelmann, CEO of Lamborghini. “Everybody has to tackle these challenges.” Martin Winterkorn, CEO of Volkswagen added, “By the end of this decade we will have transformed all of our new cars into smart phones on wheels.”
That was before Mr. Winterkorn got blindsided by the VW diesel emission cheating scandal. Now there are some who believe that scandal could severely weaken the company or perhaps put it out of business. Volkswagen’s market valuation has lost almost $18 billion since the news broke last Friday. That could make it an interesting takeover target for some cash-rich company — like Apple.
There are rumors the Apple car might be a minivan-like vehicle. But there is no hard news escaping from inside the company about what sort of vehicle it has in mind. No one knows whether it intends to manufacture the car itself or let others be responsible for assembling it. The only thing insiders will say is that the car will probably not be fully autonomous — at least not at first. Among other things, the regulatory environment needed to support self-driving cars will probably not be in place for some years to come.
Gene Munster, an equity analyst with Piper Jaffray, says he expects any Apple car to have three distinctive features: a unique design, the ability to work with other Apple devices, and some autonomous capability. Tesla cars already have most of the elements on that list. What new innovations will Apple bring to the party?
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Tesla to make app change for easier communication following Service
“Looking into it. After a service visit is complete, we close the in-app messaging option after 2 hours. We will change this to 24hours or more.”

Tesla will enhance the ability to communicate through the mobile app with Service after work has been done on your car.
One of the biggest weaknesses of Tesla’s automotive division has been Service, as Service Centers are not necessarily plentiful, and wait times, in some regions of the country, are over a month in duration.
Getting in touch with Service after a car has work done to it is also difficult. Calling showrooms in some regions has proven to be difficult to enable direct communication between the customer and the company.
If something is not resolved properly, Tesla keeps the in-app messaging option active for two hours after the service visit is complete.
However, that doesn’t resolve everything, as some issues may arise again more than two hours later. Then the issue of communication presents itself once again.
Tesla is going to extend that time frame to a day or more, according to Raj Jegannathan, Tesla’s AI/IT-Infra, Cybersecurity, IT Apps & Vehicle Service VP.
Looking into it. After a service visit is complete, we close the in-app messaging option after 2 hours. We will change this to 24hours or more.
— Raj Jegannathan (@r_jegaa) August 18, 2025
Tesla has made several changes over the past few years to attempt to improve its Service. Recently, for Collision repair, it started offering a $45-per-day loaner program with free FSD, free tolls, and free Supercharging.
It also recently started sharing local and regional leader contact information so customers have the ability to reach out when they have complaints or disagree with warranty claims, changes in estimates, or initial diagnostics.
Tesla creates clever solution to simplify and improve its Service
However, this is only available at a few showrooms and is currently a pilot program.
These improvements are aimed at resolving communication breakdown, which appears to be a problem that many owners experience.
Tesla is one of the few companies that also operates a fleet of Mobile Repair vehicles, which will perform service at your house or place of business. However, the size of it has gone down by 11 percent year over year.
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Tesla is overhauling its Full Self-Driving subscription for easier access
The subscription model is more accessible to many owners, as it is reasonably priced and offers the option to take a month off from using it if they are interested in saving money.

Tesla is overhauling its Full Self-Driving subscription and how it markets it to customers after several owners and fans of the company complained about the accessibility of the monthly access to its driver assistance suite.
Tesla Full Self-Driving is the automaker’s semi-autonomous driving suite, which is widely regarded as the most robust and capable on the market today. Owners can purchase the suite outright for $8,000, or they can subscribe to the program for $99 per month, an option it enabled a few years ago.
However, it is not super easy to subscribe to the subscription model, nor is it even recognized on the company’s Online Design Studio. Without some research or prior knowledge, a consumer might not even know they could pay monthly to experience Full Self-Driving.
That is set to change, according to Tesla’s AI/IT Infrastructure, Cybersecurity, IT Apps, and Vehicle Service head Raj Jegannathan, who said the company is planning to change that.
Instead of having customers only have the option to pay outright for the suite, Tesla is now planning to offer the subscription model in its Online Design Studio, making it easier to activate that option:
Yes, will optimize the design to offer both full purchase, subscriptions(with free trial) on the configurator.
— Raj Jegannathan (@r_jegaa) August 24, 2025
It will be the second major change Tesla makes to how it sells Full Self-Driving to customers, the first being videos of real-life operation of FSD in the Design Studio. Previously, the site only showed animations of Full Self-Driving’s capabilities.
Tesla added the videos of FSD handling some tricky situations, as well as general operation of the suite, to the Design Studio in recent weeks.
Tesla makes big change to encourage Full Self-Driving purchases
The subscription model is more accessible to many owners, as it is reasonably priced and offers the option to take a month off from using it if they are interested in saving money.
Many cannot justify paying for the suite outright, especially as it adds $8,000 to the cost of their car. After they experience its capabilities for themselves, they might.
Both moves appear to be an effort to increase the take rate of Full Self-Driving, particularly as autonomy takes center stage at Tesla.
With the rollout of Robotaxi and some teased capabilities of the upcoming v14 iteration of Full Self-Driving, Tesla is gearing up to continue advancing its self-driving technology.
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Tesla talks Semi ramp, Optimus, Robotaxi rollout, FSD with Wall Street firm

Tesla (NASDAQ: TSLA) recently talked about a variety of topics with Wall Street firm Piper Sandler, as the firm released a new note on Friday about their meeting with the company’s Investor Relations team.
According to the note from Piper Sandler, Tesla talked in detail about the Semi program, Optimus, and its potential valuation given its capabilities, the rollout of Robotaxi in Austin, and Full Self-Driving progress in the United States.
Tesla Semi Ramp
The Tesla Semi is set to enter mass production in 2026 at a dedicated factory near the company’s Gigafactory in Reno, Nevada.
The Semi has already been in pilot program testing, as Tesla has partnered with a few companies, like Frito-Lay and PepsiCo., to perform regional logistics. It has been met with excellent reviews from drivers, and it has helped give Tesla a good idea of what to expect when it makes its way to more companies in the coming years.
Piper Sandler said that it is evident Tesla is preparing for a “major ramp,” but it is keeping its expectations low:
“We’ve never expected much from this product, but we’d love to be proven wrong (Tesla is clearly prepping for a major ramp).”
Tesla Optimus and its value internally and externally
Optimus has been working in Tesla factories for some time, but its expectations as a product offering outside of the company internally have major implications.
Its role within Tesla factories, for now, is relatively low, but Optimus is still doing things to assist. By this time next year, Piper Sandler said Optimus should have bigger responsibilities:
“By this time in 2026, Optimus should be moving/staging parts within Tesla’s facilities.”
Outside of Tesla, Optimus could be a major beneficiary for companies as it could be a more affordable way to handle tedious tasks and manual labor. The firm believes that if Optimus can work 18-hour shifts, a cost of $100,000 per unit “would be justified.”
Tesla Robotaxi Expansion
The big focus of the firm with Robotaxi was Tesla’s expansion of the geofence in Austin this week. It was substantial, bringing the Robotaxi’s total service area to around 170 square miles, up from the roughly 90 square miles that rival Waymo is offering in the city.
Tesla Robotaxi geofence expansion enters Plaid Mode and includes a surprise
Tesla has doubled its geofence three times since its launch in late June, and it also revealed that its fleet of vehicles has expanded by 50 percent. It did not give a solid number of how many vehicles are operating in the fleet.
Tesla Full Self-Driving v14 launch
Tesla’s Full Self-Driving suite is set to have a fresh version, v14, rolled out in either September or October, and there are some pretty high expectations for it.
CEO Elon Musk said:
“The FSD release in about 6 weeks will be a dramatic gain with a 10X higher parameter count and many other improvements. It’s going through training & testing now. Once we confirm real-world safety of FSD 14, which we think will be amazing, the car will nag you much less.”
There is also some expectation that v14 could be the public release of what Tesla is running in Austin for Robotaxi. The firm confirmed this in their note by stating it “should enable Tesla owners to use software that is on par with Robotaxis in Austin.”
The only real hold up would be regulator skepticism, but Tesla can alleviate this with strong data.
The firm maintained its ‘Overweight’ rating and the $400 price target it holds on the stock.
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