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Aptera’s brand ambassador program is very on character

Credit: Aptera

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Aptera’s online marketing strategy includes a brand ambassador program that is very on character for the brand, to say the least, as it highlights the very specific cross-section of people who are interested in the company.

Aptera has prided itself on its weird nature from the beginning. It is aiming to manufacture a polarizing-looking car, it is working with an atypical set of suppliers, and to top it off, it is looking to push serious legislative action that would make the Tesla charging connector the new standard for electric vehicles in the United States. With its brand marketing, the company continues its strange nature.

Many brands have employed the use of ambassador programs. They allow the brand to quickly and easily connect itself to a person who they believe best exemplifies its core values. Dodge, in particular, has exemplified this approach, appointing people with the title of “Chief Donut Maker” and paying a series of YouTube personalities to get tattooed with its logo. Aptera has chosen a different approach.

The first difference of note is that Aptera’s brand ambassadors are volunteers, a fact that they advertise at the bottom of each of the spotlights written on their ambassadors. Secondly, the people chosen to represent the brand are fairly normal; they aren’t cartoonishly wealthy YouTubers or movie stars, nor are they incredibly famous. Third and finally, they are fairly hard to find and interact with online, unlike more public brand ambassadors that other brands have chosen to work with.

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Among the ranks of the “over 700 global volunteers [that] make up [their] dedicated Brand Ambassador Program” the company has highlighted four on their website thus far; Micheal Brooke, Daniel Ben-Yochannan, Lauren Brimmer, and Shine Quashi. Micheal is a bit of a renaissance man; author, movie producer, and self-described preacher of the gospel of the longboard, Daniel is a vacation property owner in the Caribbean, Lauren is a successful MBA who has worked in a series of startups, and Shine is a recent US immigrant from Ghana who works in finance for startup businesses.

It is clear that Aptera is once again finding its own way through the auto industry, but it remains unclear if this marketing appeal has been successful or even if people, outside of Aptera fans, are building any kind of confidence in the brand. With so many people now seeing EV start-ups appear and disappear so quickly over the past 5-10 years, Aptera has a mountain to climb to build consumer confidence in them because it doesn’t matter how efficient the advertised car is if it never hits the public roads.

What do you think of the article? Do you have any comments, questions, or concerns? Shoot me an email at william@teslarati.com. You can also reach me on Twitter @WilliamWritin. If you have news tips, email us at tips@teslarati.com!

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Will is an auto enthusiast, a gear head, and an EV enthusiast above all. From racing, to industry data, to the most advanced EV tech on earth, he now covers it at Teslarati.

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Elon Musk

TIME honors SpaceX’s Gwynne Shotwell: From employee No. 7 to world’s most valuable company

Time Magazine honors Gwynne Shotwell as SpaceX reaches a $1.25 trillion valuation and eyes its IPO.

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TIME Magazine has put SpaceX President and COO Gwynne Shotwell on its cover, and the timing could not be more fitting. Published today, the profile of Shotwell arrives at a moment when the company she has quietly run for more than two decades stands at the center of the most consequential developments in aerospace, artificial intelligence, and the future of human civilization.

Shotwell joined SpaceX in 2002 as its seventh employee and has never stopped expanding her role. She oversees day-to-day operations across multiple executive teams spanning Falcon, Starlink, Starship, and now xAI following SpaceX’s February 2026 merger with Elon Musk’s artificial intelligence company, a deal that made SpaceX the world’s most valuable private company at a reported valuation of $1.25 trillion. A highly anticipated IPO is expected in the second quarter of 2026.

Will Tesla join the fold? Predicting a triple merger with SpaceX and xAI

Her track record is historic. She oversaw the first landing of an orbital rocket’s first stage, the first reuse and re-landing of an orbital booster, and the first private crewed launch to Earth orbit in May 2020. She built the Falcon launch manifest from nothing to more than 170 contracted missions representing over $20 billion in business. Under her operational leadership, SpaceX completed 96 successful missions in 2023 alone and has now flown more than 20 crewed Falcon 9 missions. Starlink, which she championed as a financial pillar of the company long before it was a mainstream topic, now connects tens of millions of users worldwide and provided a critical communications lifeline to Ukraine following the 2022 invasion.

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Elon Musk has never been shy about what Shotwell means to him and to SpaceX. When she shared her vision for worldwide internet connectivity through Starlink, Musk responded on X with a simple statement, “Gwynne is awesome.” It is a sentiment that has been echoed across the industry. NASA Administrator Bill Nelson once said of Musk: “One of the most important decisions he made, as a matter of fact, is he picked a president named Gwynne Shotwell. She runs SpaceX. She is excellent.”


Now, with Starship targeting its first crewed lunar landing under the Artemis program by 2028, an xAI integration underway, and a pending IPO that could reshape capital markets, Shotwell’s mandate has never been larger. She told Time that 18 Starships are already in various stages of construction at Starbase. “By 2028,” she said, gesturing across the factory floor, “these should be long gone. They better have flown by then.” If Shotwell’s history at SpaceX is any guide, they will.

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Elon Musk

SpaceX’s IPO might arrive sooner than you think

Musk has hinted for years that an eventual public offering was inevitable, though he has stressed the need to maintain operational focus. Insiders have told outlets that the CEO is pushing for a significant retail investor allocation, reportedly more than 20 percent of shares, and tighter lock-up periods to limit early selling pressure.

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Credit: SpaceX | X

Elon Musk’s SpaceX is on the verge of one of the most anticipated Initial Public Offerings (IPO) in history.

However, a new report from The Information indicates the rocket and satellite giant is aiming to file its IPO prospectus with U.S. regulators as soon as this week, or early next week at the latest.

People familiar with the plans told The Information that advisers involved in the process expect the IPO could raise more than 75 billion dollars, potentially making it the largest stock market debut ever and eclipsing Saudi Aramco’s 29.4 billion dollar offering in 2019.

The filing would mark the formal start of what has long been rumored: SpaceX’s transition from a closely held private powerhouse to a publicly traded company.

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The timing aligns with earlier signals.

In late February, Bloomberg reported that SpaceX was targeting a confidential IPO filing in March and a possible public listing in June, with a valuation north of 1.75 trillion dollars. At the time, the company’s private valuation hovered around 1.25 trillion dollars.

SpaceX considering confidential IPO filing this March: report

Starlink, SpaceX’s satellite internet constellation, has been the primary driver of that surge, now serving millions of customers worldwide and generating steady revenue. Recent Starship test flights and a record pace of Falcon launches have further bolstered investor confidence.

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Musk has hinted for years that an eventual public offering was inevitable, though he has stressed the need to maintain operational focus. Insiders have told outlets that the CEO is pushing for a significant retail investor allocation, reportedly more than 20 percent of shares, and tighter lock-up periods to limit early selling pressure.

A June listing would give SpaceX immediate access to public capital markets at a moment when demand for space-related stocks remains high. It would also allow early employees and long-time investors to cash out portions of their stakes while giving everyday shareholders a chance to own a piece of the company behind reusable rockets, global broadband, and NASA contracts.

Of course, nothing is certain until the SEC filing appears. Market conditions, regulatory reviews, and Musk’s own schedule could still shift timelines.

Yet the latest word from The Information suggests the window has opened. If the filing lands this week, SpaceX’s roadshow could begin in earnest within weeks, setting the stage for what many analysts already call the IPO of the decade.

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Elon Musk

Elon Musk hints what Tesla’s new vehicle will be

After Musk’s post earlier this week, many considered the possibility that the Tesla CEO was potentially talking about the Roadster, which is slated for an unveiling (again) next month. Some considered the possibility of the Robovan, which was unveiled back in 2024.

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Credit: Grok

Elon Musk hinted at what Tesla’s new vehicle will be just a day or so after he essentially confirmed the company is developing something that will eventually be available for consumers.

Earlier this week, Musk said that something “way cooler than a minivan” was on the way from Tesla after a fan posted on X that the company needed to build something for larger families. Requesting this type of vehicle has been a move of many Tesla fans over the years, but now, the urgency is even higher for this type of car because of the company’s decision to sunset the Model X.

Following reports of Musk’s plans to build something that will be cooler than a minivan, speculation consisted of what could possibly be on the way.

Tesla has teased a CyberSUV for quite a while, and there were even some clay models built by the company that were strategically placed in a promotional video.

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After Musk’s post earlier this week, many considered the possibility that the Tesla CEO was potentially talking about the Roadster, which is slated for an unveiling (again) next month. Some considered the possibility of the Robovan, which was unveiled back in 2024.

However, a new post from Musk seems to indicate that it will be a new project altogether. After one follower of Musk’s said:

“If Tesla makes a car with 3 rows of seats, each with its own pair of doors so nobody has to climb over anybody else to get to their seat, they will create a baby boom the likes of which we haven’t seen in 80 years.”

Musk’s reply was simple but definitely shed more insight into the company’s plans, as he said:

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“Noted.”

Musk’s simple one-word answer might be enough to essentially expect something large, like a full-sized SUV. This would be an incredible addition to the Tesla lineup, especially as the Model X is going away.

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Even the Model X is not quite big enough, and not comparable to vehicles like the Chevrolet Tahoe, so a three-row, six-door SUV might be exactly what Tesla fans want.

It certainly does not sound like Tesla is planning to launch the Model Y L in the U.S., at least not exclusively, or use that car, which is currently built in China, to solve the needs of a larger family.

Tesla gives big hint that it will build Cyber SUV, smaller Cybertruck

It seems the time has certainly come for Tesla to answer the call of what consumers want. This has long been requested, and although the company’s sights are ultimately set on achieving full autonomy, there is still a need for larger families, and a full-size SUV could be a great addition for Tesla as it moves into the second quarter of 2026.

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