Connect with us
Aptera Ambassador Program Aptera Ambassador Program

News

Aptera’s brand ambassador program is very on character

Credit: Aptera

Published

on

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.

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.

Advertisement

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!

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.

Advertisement
Comments

Elon Musk

Elon Musk says Tesla will take Safety Drivers out of Robotaxi: here’s when

“The safety driver is just there for the first few months to be extra safe. Should be no safety driver by end of year.”

Published

on

Credit: Joe Tegtmeyer | X

Tesla CEO Elon Musk said today that the company plans to completely eliminate Safety Drivers from its Robotaxi fleet, which differs from the Safety Monitors it uses.

Tesla’s Robotaxi platform utilizes employees in the front passenger seat during city rides in Austin and the driver’s seat of the vehicles during highway operations in Austin, as well as during all rides in the Bay Area.

Tesla adjusts Robotaxi safety monitor strategy in Austin with new service area

Musk said the presence of a Safety Driver “is just there for the first few months to be extra safe,” but there are plans to remove them in an effort to remove the crutches the company uses during the early stages of Robotaxi.

The CEO then outlined a timeframe for when it would remove the presence of an employee in the driver’s seat in both Austin and the Bay Area. He said there “should be no safety driver by end of year.”

Advertisement

Having a Safety Driver or Monitor has been a major point of criticism from Robotaxi skeptics and Tesla critics.

However, Tesla has maintained that its priority in the early stages is the safety of riders, which will keep things running; even a single negative incident could derail self-driving efforts as a whole, including those outside of the company.

Advertisement

Tesla executives have said their attitude toward safety is “paranoid,” but for good reason: an accident could set back the progress that it and many other companies, including rivals like Waymo, have made in the past few years.

For now, it might be a point of criticism for some, but it’s smart in the near term. Musk plans for Tesla to have Robotaxi operating for half of the U.S. population by the end of the year as well, so it will be interesting to see if it can maintain these timelines.

Continue Reading

News

Tesla is already giving Robotaxi privileges hours after opening public app

This morning, Tesla launched the app in the Apple Store, giving iOS users the ability to download and join a waitlist in hopes of gaining access.

Published

on

tesla robotaxi app on phone
Credit: Tesla

Tesla is already giving Robotaxi privileges to those who downloaded the app and joined its waitlist just hours after it launched in the United States.

As the Robotaxi platform has been operating in Austin for several months, Tesla is now allowing the general public to download its app and call for a driverless ride in the city.

Tesla Robotaxi makes major expansion with official public app launch

The company previously sent invitations to select media outlets and Tesla influencers, seeking initial feedback on the performance of the Robotaxi platform.

There have been positive reviews, but, as with any Beta program, some mishaps have also occurred, although none have been significant.

Advertisement

As of the writing of this article, the City of Austin only lists one incident involving a Tesla Robotaxi, noting it as a “Safety Concern,” but not an accident or collision.

This morning, Tesla launched the app in the Apple Store, giving iOS users the ability to download and join a waitlist in hopes of gaining access.

Tesla is already granting Robotaxi access to several of those who have downloaded the app and gotten on the waitlist early:

Advertisement

With the launch of the public app, we were not too sure how soon Tesla would be able to initiate bringing more riders into the Robotaxi program. The immediate admittance for some riders just hours after the launch is a big positive and is surely a sign of strength for Tesla and its Robotaxi program.

What many will look for moving forward is the expansion of the geofence, which does not seem like a problem, as Tesla has already managed to do this on three occasions. The most recent expansion has expanded the service area to approximately 190 square miles.

People will also look for evidence of fleet expansion, a concern that has been a concern for many, especially since Tesla has not been completely transparent about it. They have revealed a recent service fleet growth of 50 percent, but there has been no specific number of vehicles mentioned.

Tesla reveals it has expanded its Robotaxi fleet in Austin

Advertisement
Continue Reading

News

Tesla explains why Robotaxis now have safety monitors in the driver’s seat

The update to Austin’s safety monitors became a point of interest among Tesla watchers on social media.

Published

on

Credit: Tesla

Tesla has provided an explanation about the presence of safety monitors in the driver’s seat of its autonomous Robotaxi units.

The autonomous ride-hailing service is currently being deployed in Austin and the Bay Area, with more cities across the United States expected to gain access to the service later this year.

Safety Monitors

When Tesla launched its initial Robotaxi program in Austin, the company made headlines for operating vehicles without a human in the driver’s seat. Even with this setup, however, Tesla still had safety monitors in the passenger seat of the Robotaxis. The safety monitors, which do not interact with passengers, have been observed to report issues and other behaviors from the autonomous vehicles in real time. 

Safety monitors on the driver’s seat were also employed in the service’s Bay Area rollout, though numerous members of the EV community speculated that this was likely done to meet regulations in California. However, with the expansion of the Austin geofence, riders in Tesla’s Robotaxis observed that the safety monitors in the city have been moved to the driver’s seat as well.

Tesla’s explanation

The update to Austin’s safety monitors became a point of interest among Tesla watchers on social media. Longtime FSD tester Whole Mars Catalog, for one, speculated that the move might be due to Texas’ new regulations for autonomous vehicles, which took effect recently. Interestingly enough, the official Tesla Robotaxi account on X responded to the FSD tester, providing an explanation behind the safety monitor’s move to the driver’s seat. 

Advertisement

“Safety monitors are only in the driver’s seat for trips that involve highway driving, as a self-imposed cautious first step toward expanding to highways,” the Tesla Robotaxi account noted.

Tesla has been extremely cautious with its autonomous driving program, particularly with the rollout of its Robotaxi service, which use Unsupervised FSD. This is quite understandable considering the negative media slant that Tesla is consistently subjected to, which could very well result in minute incidents or mistakes by Robotaxis being blown out of proportion.

Continue Reading

Trending