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Anti-Tesla Super Bowl ads worked…but not in the way you would think

Credit: Tesla

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On Super Bowl Sunday this past February, Tesla did not run television advertisements. The $6.5 million price tag for a 30-second slot during the Bengals-Rams thriller had other takers, though. Polestar was one of them.

Polestar took shots at Tesla and others with a spicy ad during the big game that indirectly called out Elon Musk’s other ventures, including SpaceX. The ad did rank as the most-engaging commercial of the Super Bowl commercials that did run, performing twenty-three times better than the median Super Bowl LVI spot.

While Polestar did see some benefit with engagement, Tesla saw the real benefits from the commercial, as detailed in its Q1 2022 Shareholder Deck released last Wednesday just before the company’s Earnings Call. Tesla saw an increase in order volume the day after Super Bowl Sunday — its highest order concentration since the beginning of 2022, according to the graph released.

Credit: Tesla

Tesla has never run a commercial or advertisement, seeking to funnel funds elsewhere, mostly toward Research and Development purposes. CEO Elon Musk has said in the past that he “hates advertising,” and on other occasions, has said money spent to run commercial ads should be put into product development instead.

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Other automakers have known for quite some time that Tesla is very different. While everyone still focused on combustion engine projects for the past ten years, Tesla was challenging the norm and attempting to build sustainable and long-lasting electric powertrains and nearly went bankrupt doing it. However, it all worked out, and even though the company’s plans and timelines are not necessarily predictable due to major supply chain issues, delays in development, or other reasons, the same basic tenet exists in Tesla’s fundamentals: accelerate the world’s transition to sustainable energy.

Tesla’s Fremont factory workforce is growing and the automaker is preparing for it

Tesla has been able to do this without running expensive advertisements due to several things. First, the company’s band of loyal owners are perhaps the best PR firm money can’t buy. With perhaps millions of owners globally, people are becoming more knowledgeable and informed when it comes to EVs, and Tesla enthusiasts, regardless of your opinion of them, are perhaps the most passionate automobile owners in the world. They are incredibly knowledgeable and spread their love for the company far and wide, which is better than any commercial. Personal experiences with a product of any kind are more likely to give potential buyers of that product a better idea of what the ownership experience will be like. It helps the company increase sales, and it helps consumers become more comfortable with ditching gas, in an EV’s case, even if it is only temporarily.

Despite companies taking shots at the undisputed leader in electric vehicles, Tesla still remains ahead of its rivals. With commercials obviously not doing the trick, perhaps the companies gunning for Tesla’s spot as number 1 will adopt the same strategy: put all of the money into making the product better.

I’d love to hear from you! If you have any comments, concerns, or questions, please email me at joey@teslarati.com. You can also reach me on Twitter @KlenderJoey, or if you have news tips, you can email us at tips@teslarati.com.

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Joey has been a journalist covering electric mobility at TESLARATI since August 2019. In his spare time, Joey is playing golf, watching MMA, or cheering on any of his favorite sports teams, including the Baltimore Ravens and Orioles, Miami Heat, Washington Capitals, and Penn State Nittany Lions. You can get in touch with joey at joey@teslarati.com. He is also on X @KlenderJoey. If you're looking for great Tesla accessories, check out shop.teslarati.com

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Tesla bolsters Referral Program with big change and bigger rewards

The Tesla Referral Program offers benefits to both car buyers and existing Tesla owners, including complimentary Full Self-Driving trials, free Supercharging miles, and discounts on select purchases, such as cars.

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Credit: Tesla

Tesla has bolstered its Referral Program by offering more significant benefits for both the referrer and the referee. However, it only applies to certain vehicles in the Tesla lineup.

The Tesla Referral Program offers benefits to both car buyers and existing Tesla owners, including complimentary Full Self-Driving trials, free Supercharging miles, and discounts on select purchases, such as cars.

It changes relatively frequently, and is a great way to encourage people to buy a new car. Tesla is routinely making adjustments to it to stimulate demand, but the referral program likely does not encourage too many sales. Instead, it’s more of a reward for the referrer.

However, the latest adjustments are more substantial for both the buyer and the owner, offering pretty sizeable discounts on the purchase price of a Model S, Model X, or Cybertruck.

There are also discounts for current owners, giving them money off of all five Tesla vehicles.

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Here’s the rundown of the new Referral Program awards:

  • You’ll earn $250 in Tesla Credits for each person you refer who takes delivery of a new Tesla
  • The first 10 people who order a new Model S, Model X, or Cybertruck using your referral link and take delivery will receive $1,000 off their purchase
  • When you purchase a new Model S, Model X, or Cybertruck for yourself, you’ll get $1,000 off
  • When you purchase a new Model 3 or Model Y, you’ll get $500 off
  • Limited to 10 awards

This is a pretty big discount as $1,000 off a Model S, Model X, or Cybertruck is a nice benefit to three of Tesla’s most expensive vehicles.

The additional $500 off a Model 3 or Model Y is also a nice cushion. A similar Referral Program was launched by Tesla last August.

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Tesla adjusts ‘Actually Smart Summon’ to avoid one common complaint

Tesla is adjusting Summon Standby’s settings slightly to combat the loss of battery life some owners might see with the feature active.

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Credit: YouTube/Hector Perez

Tesla has adjusted one portion of its “Actually Smart Summon” (ASS) feature to address a common complaint from owners: battery drain.

Teslas have a lot of really awesome features that make them one of the most technologically advanced vehicle models on the market. Things like Sentry Mode, Cabin Overheat Protection, and ASS’s “Summon Standby” features all keep the car on its toes for anything that comes its way.

Tesla finally launches Actually Smart Summon and Dumb Summon

However, the activation of these features contributes to battery drain while the vehicle sits parked. The amount varies, but I personally have lost up to five percent with some of these features active. That’s a lot if you do not utilize home charging.

Tesla is doing what it can to combat the battery drain with each of these features. It has done so with Sentry Mode, as an update last year helped combat battery percentage loss due to the activation of the security feature.

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Tesla is about to ship a fix to a big Sentry Mode issue

It also recently introduced “Low Power Mode,” which will automatically deactivate some features if your battery falls below 20 percent. This is a great way to combat battery loss if your car is parked somewhere long-term, like an airport, for example.

There is also another feature that is attached to ASS called “Summon Standby.” This keeps the vehicle awake in case the owner needs quick connectivity to the vehicle, allowing them to summon the car to their location swiftly.

But there’s a drawback: keeping this feature activated will drain the battery. By default, the feature is activated when you take your car home, so you have to turn it off manually by accessing the settings menu inside the vehicle.

Turning this off would save you between 2% and 3% overnight, in my experience. With ASS still being a feature that needs some work, I chose to turn Summon Standby off. ASS will still work with the standby mode deactivated; it will just take a few more seconds for your phone to connect to the vehicle.

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Tesla is adjusting Summon Standby’s settings slightly to combat the loss of battery life some owners might see with the feature active.

According to Not a Tesla App, Tesla has rolled out two conditions for which Summon Standby will be deactivated automatically:

Overnight Deactivation

Summon Standby will automatically be deactivated from midnight to 6 a.m. every night, which appears to be a data-driven decision made by Tesla based on the feature’s least-used hours.

This automatic pause cannot be turned off, at least for the time being.

Extended Parking Deactivation

If your Tesla is parked for over 24 hours, Summon Standby will also be deactivated automatically.

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This is a great way to save battery life for those who are on vacation or are at home for several days in a row. This works similarly to the Low-Power Mode we talked about earlier in this article.

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Neuralink is planning to launch US trials translating thoughts into text

The trial could help pave the way for people with speech impairments to communicate more quickly and efficiently.

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Credit: Neuralink

Neuralink, Elon Musk’s brain-computer interface company, is reportedly planning to start a US clinical trial in October to use its technology to translate thoughts directly into text. 

The trial was approved by the FDA under an investigational device exemption, and it could help pave the way for people with speech impairments to communicate more quickly and efficiently.

Thought-to-text technology

The upcoming trial aims to read speech directly from the brain, enabling participants to transmit words without moving their mouths or using a keyboard, as noted in a report from Bloomberg News.

DJ Seo, Neuralink’s president, told an audience at the Korea Foundation for Advanced Studies in Seoul that the company hopes to demonstrate communication with large language model AI platforms “at the speed of thought,” potentially faster than spoken speech.

“We think that it’s actually possible to demonstrate abilities to speak to the latest AI model, or LLM models, at the speed of thought, even faster than how you’re speaking, and being able to potentially get that information back through your AirPods, effectively closing the loop,” Seo stated.

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Production ambitions

Ultimately, Seo described the trial as a stepping stone toward broader human enhancement and consumer-facing applications, beyond the company’s initial focus on medical conditions like ALS, stroke, blindness, and Parkinson’s disease.

While initial implants will focus on patients with severe speech impairments, Neuralink plans to eventually expand to healthy individuals by 2030. The company aims to scale to 20,000 implants per year by 2031.

“We’re currently envisioning a world where, in about 3 to 4 years, there will be someone who’s otherwise healthy who’s going to get a Neuralink. If you’re imagining saying something, we would be able to pick that up,” the executive noted.

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