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Ford taunts Tesla, Silicon Valley in new ad: ‘Talk doesn’t get things done. Building does’

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Amidst the assault from electric vehicles like the Tesla Model 3, and with tech companies like Google and Apple dipping their feet in the transportation industry, veteran carmaker Ford is fighting back. In a recent ad campaign debuting the company’s new “Built Ford Proud” slogan, the company boldly took shots at Silicon Valley and new, tech-focused carmakers like Tesla, stating that ultimately, it is builders like Ford that would usher in the future of transportation.

Ford’s new ads, the most notable of which is titled “The Future is Built,” stars Hollywood A-lister Bryan Cranston of Breaking Bad fame. In the opening scene of the ad alone, it was evident that the legacy carmaker was taunting tech companies, with Cranston throwing an aside after walking into a stage, stating that “the future isn’t created in a keynote address.” In a particularly telling part of Ford’s advertisement, Cranston addressed viewers, noting that “Talk doesn’t get things done. Building does.”

And building is something that Ford has been doing for more than 100 years. Ford, through the Hollywood A-lister, proudly notes that the company would continue building, all the way into the future. The commercial even delves into Ford’s upcoming plans, including intelligent mobility and what appears to be a new hybrid or battery-powered Mustang. The ad ends with Cranston driving a Ford F-150 pickup truck — America’s best-selling vehicle — remarking “Let the other guys keep dreaming about the future. We’ll be the ones building it.”

Ford’s “The Future is Built” TV spot is one of several campaigns that the legacy carmaker is rolling out. Apart from television commercials, Ford is also going all out with print ads pushing its new slogan. Jim Farley, Ford Motor Co.’s president of global markets, noted in a statement to Automotive News that “The company’s got its swagger back.” The Ford executive further stated that “We think customers are ready to hear directly from a company that says, ‘Here’s what we’re about, this is what makes us different, and we hope you like it.’ ”

Ford’s newest advertisements continue the carmaker’s working partnership with Bryan Cranston, who initially starred in a Super Bowl commercial two years ago. According to Farley, the Breaking Bad actor “really captures that no-baloney, real honesty that frankly we don’t hear much of anymore.”

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Over the past months, Ford’s place in the US auto market has progressively been challenged by upstart companies, particularly Tesla, whose Model 3 electric sedan has started to make an impact in the country’s passenger car sales. With Elon Musk stating that a pickup truck would be coming soon as well, a company like Ford, which relies heavily on its trucks, has to dig deep to keep its place in America’s car market. In September alone, the Model 3 became the United States’ top-selling car in terms of revenue.

What’s rather notable is that Tesla is able to accomplish this through word-of-mouth and the merits of the Model 3 alone. Unlike legacy carmakers, Tesla does not spend money on advertising and paid endorsements. The company does get shout-outs from notable celebrities from time to time, such as rapper Kanye West earlier this year, but they are mostly positive anecdotes from owners themselves. The Model 3 is just getting started in its saturation of the US auto market. Once the vehicle hits its target production rate of 10,000 units per week, and once Tesla releases the Model Y crossover SUV and the Tesla Truck, veteran carmakers like Ford might have to go a bit farther than clever, well-directed ads to compete with the Silicon Valley-bred company.

Watch Ford’s new “The Future is Built” TV spot in the video below. 

https://youtu.be/HVlfclOpsK8

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Simon is an experienced automotive reporter with a passion for electric cars and clean energy. Fascinated by the world envisioned by Elon Musk, he hopes to make it to Mars (at least as a tourist) someday. For stories or tips--or even to just say a simple hello--send a message to his email, simon@teslarati.com or his handle on X, @ResidentSponge.

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Elon Musk is setting high expectations for Tesla AI5 and AI6 chips

Musk confirmed this week that Tesla had just completed a design review for AI5.

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Image used with permission for Teslarati. (Credit: Tom Cross)

Elon Musk is setting high expectations for Tesla’s in-house silicon program. As per Musk in a set of recent posts on X, Tesla’s AI5 and AI6 will be game-changing. 

Tesla’s AI5 and AI6 are incredibly important for Tesla’s future, which will likely be built on the back of very high-volume products like Optimus and the Cybercab.

Musk sets high expectations

Musk confirmed this week that Tesla had just completed a design review for AI5, which will initially be manufactured by TSMC in Taiwan before production ramps in Arizona. As per Musk, consolidating Tesla’s chip design efforts into one architecture has allowed the company to focus its silicon talent on delivering a single high-performance platform. 

“Just had a great design review today with the Tesla AI5 chip design team! This is going to be an epic chip. And AI6 to follow has a shot at being the best (by) AI chip by far. Switching from doing 2 chip architectures to 1 means all our silicon talent is focused on making 1 incredible chip. No-brainer in retrospect,” Musk wrote in his post.

In a follow-up post, the CEO also stated that the company’s upcoming AI5 chip “will probably be the best inference chip of any kind” for models below ~250 billion parameters, with the “lowest cost silicon and best performance per watt.” Musk added that AI6, which follows AI5, “has a shot at being the best AI chip by far.”

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AI6 as Dojo’s successor

While AI5 is nearing production, Musk has also pointed to AI6 as Tesla’s next major target. The chip will be manufactured at Samsung’s upcoming Texas facility, part of a multibillion-dollar deal to support Tesla’s next-generation products such as the Cybercab and the Optimus humanoid robot. Musk also noted that AI6 could effectively replace Project Dojo as Tesla’s training platform, given its potential for both inference and training workloads.

Industry veterans have echoed this view, with former Apple and Rivian engineer Phil Beisel suggesting that “AI6 is now Dojo.” Musk appeared to agree, responding with a “bullseye” emoji. Musk has also noted on X that he would personally be walking the line in Samsung’s upcoming AI6 factory in Texas, to make sure that the facility’s output is accelerated according to Tesla’s requirements. 

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Elon Musk: Neuralink could restore partial vision to the blind next year

The executive posted the update on social media platform X.

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Credit: Steve Jurvetson/Twitter

Elon Musk has suggested that Neuralink could attempt to restore limited sight to visually impaired patients as early as 2026. 

The executive posted the update on social media platform X amid news of Neuralink’s first successful Telepathy implants outside the United States. 

Blindsight trials

In a response to a post from Neuralink’s official X account about its first Canadian patients, Musk wrote that the company is “Aiming to restore (limited) sight to the completely blind next year.” The update was well-received on social media, as the device would most likely provide notable quality of life improvements to patients. Neuralink’s current implant, Telepathy, is already changing lives today, and the same will likely be true for Blindsight.

This was not the first time that Musk has provided an update to Neuralink’s Blindsight trials. Earlier this year, Musk told the Qatar Economic Forum that the first human implantation of Blindsight could occur early 2026, potentially in the United Arab Emirates. Neuralink has explored collaboration with the Cleveland Clinic Abu Dhabi to perform the initial surgery. Blindsight has also received a “breakthrough device” designation from the US FDA, hinting at the implant’s development.

Blindsight’s potential

Musk has previously described Blindsight as Neuralink’s brain-computer interface (BCI) designed to restore vision. During Neuralink’s 2022 Show & Tell event, Musk stated that Blindsight would target the brain’s visual cortex, bypassing damaged eyes entirely to generate visual perception. This means that vision could be restored even for people who were born blind. 

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“The first two applications we’re going to aim for in humans are restoring vision, and I think this is notable in that even if someone has never had vision ever, like they were born blind, we believe we can still restore vision. The visual part of the cortex is still there. Even if they’ve never seen before, we’re confident they could see,” Musk said.

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Sweden Mediation Institute throws in the towel on Tesla vs IF Metall union conflict

After nearly two years, the union’s strike has become the country’s longest labor dispute to date.

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Credit: @NicklasNilsso14/X

Sweden’s Mediation Institute has formally ended its efforts to resolve the conflict between Tesla Sweden and trade union IF Metall. After nearly two years, the union’s strike has become the country’s longest labor dispute to date. 

Launched 677 days ago by the IF Metall union, the strike was intended to push Tesla Sweden into signing a collective agreement. Tesla Sweden, however, remained firm, maintaining that its working conditions are already better than union standards.

Mediation Institute withdraws

The state-run Mediation Institute, which had been involved early in the strike, confirmed this week that it was officially closing the case. The two parties have had several meetings, but neither side has been able to come to an agreement.

Director General Irene Wennemo described the effort as unprecedented in difficulty in a comment to Ekot. “We have tried in every possible way to get the parties to come closer to each other in a way that allows this conflict to end. But now we have come to the end of the road and have realized that it is just as good to end the case,” she told the Swedish outlet.

Union signals flexibility

The mediators noted in their final report that Tesla Sweden had limited authority in the talks, with key decisions appearing to rest with executives in the United States. The situation, they stated, created barriers to compromise that made the conflict “unlike anything else.” Tesla has maintained throughout that its Swedish workers already receive strong benefits and protections without the need for a formal collective agreement, as noted in a CarUp report.

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IF Metall, for its part, has begun hinting that it was open to alternatives. This was highlighted by Union Chair Marie Nilsson, who noted that while the preferred outcome of the country’s longest strike in history is a signed agreement, “other alternative solutions” are now on the table. “You can do it in different ways. The easiest thing would be to sign a collective agreement. But when that is not possible, we have to find other alternative solutions as well, so we are open to discussion,” the union official stated.

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