Connect with us

News

Why the Tesla strategic narrative drives its successes

Published

on

Tesla’s power of story is as strong today, with the recent merger of SolarCity, as it was ten long years ago when Elon Musk announced his “secret” master plan. That’s because the Tesla narrative, or its essential story, has continually pointed to the mission to expedite a global change from a “mine-and-burn hydrocarbon economy” towards a solar electric economy.

Saving the world is pretty compelling, after all.

A large part of the Tesla story has been that its products are second to none. Tesla’s purpose-driven business narrative, which has the continual backdrop of providing a sustainable solution to climate change, has been contained in every single blog update, every Elon Musk public appearance, and every Tesla announcement of a new/ groundbreaking/ technologically-advanced innovation. That central idea emerges through its electric vehicle catalog, which includes software updates over service calls and autonomous driving capabilities. The possibility of a fully functioning smart house may only be available through Tesla’s integration of solar roof tiles, the Powerwall 2 battery storage unit, and the capacity to recharge the electric vehicle onsite. Even SpaceX shows that people and things can be placed in space in a way that is far more economical than ever previously thought.

It is a singular narrative formula that has worked without a need for Tesla to advertise because it galvanizes strong public sentiment while changing the way we interact with each other and our environments.

Rather than calling upon a business model that reacts to critics, Tesla balances its narrative between supportive and oppositional constituents. An example of this is how Tesla focuses on the transformational power of driverless cars. Transformation resonates more with consumers than does a focus on predicted safety benefits. The advancement of driverless cars, especially when framed around the transformational power of an intelligent transportation system, demonstrates to the public a series of methods to alleviate commuters from the day-to-day inconvenience and hours of time traditionally spent behind the wheel, with huge dividends for productivity.

The Tesla narrative emphasizes the technological opportunities to explore new markets, mobilize previously static populations, and change the layout of our physical spaces and the dynamics of our personal lives for the better.

Advertisement
[Source: Jean Lemieux] reprinted with permission

[Source: Jean Lemieux]

Another example is how Tesla’s massive manufacturing expansion resonated as the underlying narrative for Tesla in 2015 for investors, along with a very important Model X release. Part of investors’ fascination with Tesla has always been the perceived future advantage in electric car production over traditional automakers through the evolution of manufacturing technology and software. Industrial networking with a heavy emphasis on automation and robotic manufacturing has changed the way that products are produced. has changed the way that products are produced. It’s the Internet of Things translated in a way that makes sense to consumers through a consistent Tesla narrative.

Of course, no company, Tesla included, can afford to ignore the public’s underlying beliefs on emerging technologies as a crucial part of its product and brand strategies. A May 2016 Tesla crash did find Tesla countering consumer concerns with statistics of current road fatalities and the projected decrease of such fatalities in a world of fully automated transportation. Acknowledging the tragic loss, Tesla described how its Autopilot feature is disabled by default, “to ensure that every time the feature is used, it is used as safely as possible.” Ultimately, the public associated the new technology with new risks, moving beyond a pure safety argument into an embrace of a technological future closer than once thought possible.

Most recently, Elon Musk has found himself the target of fake news. In response, he continues to tap into the Tesla narrative, seeking out a supportive public to help him uncover the individuals responsible for attacks on his person and company. His plea touches on deep-seated and pervasive ideas about trust in sustainable technology. The Tesla narrative continues to tap into positive messages about decentralized solar energy in a variety of forms that resonates with the public.

The Tesla narrative implies that joining a like-minded group of individuals will reward you with Tesla’s innovation down the road. It provides a vision of alternative energy framed as revolutionary, profitable, and worth the stock investment for the dividends it will pay in years to come. As the leading technology innovator in the world today, Tesla’s narrative becomes stronger as the stakes become higher.

Carolyn Fortuna is a writer and researcher with a Ph.D. in education from the University of Rhode Island. She brings a social justice perspective to environmental issues. Please follow me on Twitter and Facebook and Google+

News

Elon Musk shuts down Tesla ‘AMG’ division speculation: ‘Focus is autonomy’

“I think it’s best to leave that to the custom shops. Tesla’s focus is autonomous cars, building futuristic autonomous cars. We want the future to look like the future.”

Published

on

Credit: Unplugged Performance

Tesla CEO Elon Musk was asked by Joe Rogan late last week whether the company would ever consider establishing an “AMG division” like Mercedes-Benz has established for powerful, race-inspired vehicles.

However, Musk turned down any talk of that, highlighting that the company is laser-focused on autonomous vehicles, seemingly hinting that any distraction from autonomy would be a detriment to the future.

Rogan drives a Tesla Model S himself, but it is not your run-of-the-mill all-electric sedan. Already outfitted with the Plaid powertrain that Tesla developed, Rogan took his vehicle to Unplugged Performance for a true performance outfitting.

The vehicle is completely overhauled with performance parts and seats. Known as the Model S-APEX, Rogan took delivery of it from Unplugged in January.

Rogan asked Musk on Friday during his most recent appearance on the Joe Rogan Experience podcast whether Tesla would ever establish an “AMG division” that would focus on catering Teslas to performance-based standards.

Advertisement

Musk said:

“I think it’s best to leave that to the custom shops. Tesla’s focus is autonomous cars, building futuristic autonomous cars. We want the future to look like the future.”

Tesla fans have said for years that the company should consider acquiring Unplugged Performance and its Upfit Tesla division, which recently outfitted the Las Vegas Metropolitan Police Department’s fleet of Cybertruck cruisers.

However, it seems Tesla will keep things separate. Musk is primarily focused on autonomy, which will drive the technology forward and drive shareholder growth. Something like an outfitter for performance would be a cool thing for the owners who have the interest and the money.

It’s not a tremendous revenue driver or anything that would contribute to the financial state of the company. Mercedes-Benz, for example, is more accessible for consumers as it sold over 140,000 units from its AMG brand in 2024.

Tesla Model Y driver starts race in reverse, still wins against AMG SUV

Advertisement

It helps with driving revenue higher by as much as 15 percent compared to similar models that are not AMGs. However, would Tesla see this much of a benefit? Likely not, because the Performance trim already caters to many owners.

Continue Reading

Cybertruck

Tesla Cybertruck fleet takes over at SpaceX’s Starbase

Interestingly, the Cybertruck uses the same exterior, a stainless steel alloy, as SpaceX rockets. This synergy between the two companies and their very different products shows a very unified mentality between Musk companies.

Published

on

Credit: @derek1ee | X

Tesla Cybertrucks have taken over at SpaceX’s Starbase facility in Texas, as hundreds of the all-electric pickup trucks were spotted late last week rounding out a massive fleet of vehicles.

The Cybertruck fleet is geared toward replacing gas vehicles that are used at Starbase for everyday operations. The only surprise about this is that it was not done sooner:

Deliveries have been going on for a few weeks, as Cybertrucks have made their way across the state of Texas from Austin to Starbase so they could be included in SpaceX’s fleet of vehicles at the facility.

Advertisement

Interestingly, the Cybertruck uses the same exterior, a stainless steel alloy, as SpaceX rockets. This synergy between the two companies and their very different products shows a very unified mentality between Musk companies.

However, there are some other perspectives to consider as SpaceX is utilizing such a massive fleet of Cybertrucks. Some media outlets (unsurprisingly) are seeing this as a move of weakness by both Tesla and SpaceX, as the aerospace company is, in a sense, “bailing out” lagging sales for the all-electric pickup.

It’s no secret that Tesla has struggled with the Cybertruck this year, and deliveries have been underwhelming in the sense that the company was anticipating between 1 million and 2 million orders for the vehicle before it was widely produced.

A lot of things changed with the Cybertruck between its 2019 unveiling and 2023 initial deliveries, most notably, price.

The price of the Cybertruck swelled significantly and priced out many of those who had pre-ordered it. Some have weighed the option of whether this purchase was a way to get rid of sitting inventory.

Advertisement

However, it seems more logical to consider the fact that SpaceX was likely always going to transition to Teslas for its fleet, especially at Starship, at some point.

It doesn’t seem out of the question that one Musk company would utilize another Musk company’s products, especially considering the Cybertruck has been teased as the vehicle that would be present on Mars.

Continue Reading

Elon Musk

Elon Musk subtly confirms one of Tesla AI8’s uses, and it’s literally out of this world

Elon Musk appears to have subtly confirmed that Tesla’s upcoming AI8 chip won’t be limited to vehicles or robots alone.

Published

on

Tesla-Chips-HW3-1
Image used with permission for Teslarati. (Credit: Tom Cross)

Elon Musk appears to have subtly confirmed that the uses of Tesla’s upcoming AI8 chip won’t be limited to vehicles or humanoid robots alone.

If Musk’s recent responses on X are any indication, it would appear that Tesla’s AI8 will be used by the CEO’s other companies, and its applications would literally extend out of this world.

Tesla’s AI8 could extend beyond vehicles

Musk’s update came on the heels of his recent comments, where he revealed that Tesla was not just working on its AI5 and AI6 chips. The company is also designing AI7 and AI8. This comment caught a lot of attention, with some wondering why Tesla feels the need to design an AI8 chip when AI4 seems on track to be a good fit for autonomous driving. 

Amidst these speculations, an X user suggested that Elon Musk’s comment about AI8 being out of this world could actually be quite true in the literal sense, as it could be used as the chip for SpaceX’s orbit data centers. Musk subtly confirmed this, as he responded to the X user’s post with a bullseye emoji.

Musk’s subtle confirmation that AI8 will be used by SpaceX’s in-space data centers presents a pretty interesting future for the electric vehicle maker. Synergy among Elon Musk-led companies is nothing new, but having Tesla produce chips for SpaceX is undoubtedly something that’s never really been done before.

Advertisement

SpaceX’s space-based computing with Starlink V3 satellites

Musk previously stated that SpaceX plans to use its Starlink V3 satellites to develop space-based data centers. In response to an Ars Technica report on autonomous space construction, he wrote on X: “Simply scaling up Starlink V3 satellites, which have high-speed laser links, would work. SpaceX will be doing this.”

The concept, while ambitious, could address growing energy and cooling constraints facing Earth-based data centers amid the AI boom. Space-based clusters could also cut down on land and water usage, though critics have questioned their cost and maintainability.

Musk recently called the orbital data center project “a very big deal,” and given SpaceX’s history of turning improbable ideas into operational systems, it may not be too far-fetched at all, especially since SpaceX’s Starlink V3 platform is capable of up to 1 terabit per second (Tbps) throughput.

Continue Reading

Trending