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Cruise in hot seat amid Fire Department’s claims that robotaxis delayed responders in fatal incident
General Motors’ self-driving unit, Cruise, saw protests outside its San Francisco headquarters earlier this week. The protests come amidst the San Francisco Fire Department’s claims that some of the company’s autonomous robotaxis contributed to the tragic death of a pedestrian.
The incident, which happened on August 14, involved a pedestrian who was hit by a car in the South of Market neighborhood of San Francisco. The pedestrian’s injuries were so severe that there was heavy bleeding, and the person was no longer responding to verbal commands. It was evident that the injured pedestrian needed urgent medical care, so it was pertinent to have the person transported to a hospital as early as possible.
Public reports from the San Francisco Fire Department that were obtained by Forbes claimed that the behavior of Cruise robotaxis ended up impeding the workflow of emergency responders, so much so that critical medical care was delayed. One of the Fire Department’s reports about the incident reads as follows.
“On 8/14/2023, I was assigned to Medic 87 and responded to Incident FD23108420, at 7th Street and Harrison, for an auto vs. pedestrian. Harrison Street is 4 lanes of one-way traffic heading westbound. Upon arrival on scene, the victim was found in the (2) left lanes of Harrison Street, suffering from life-threatening injuries. SFPD and E01 had arrived prior to M87’s arrival. SFPD had a vehicle parked in the #1 lane of Harrison, and E01 had positioned its apparatus across the left 2 lanes of Harrison to shield the patient from oncoming traffic. The right 2 lanes of Harrison were blocked by (2) autonomous Cruise vehicles that had stopped and were not moving, blocking ingress and egress to the incident scene.
“The patient was suffering from life-threatening injuries, with a GCS 3, agonal respirations, and absent peripheral pulses. SFPD had applied a tourniquet to the left lower extremity to stop life-threatening bleeding from injuries sustained after being struck by a vehicle. Ventilations were assisted with a BVM, and the patient was packaged for rapid transport to a trauma center.
“While loading the patient to the ambulance, the (2) Cruise vehicles were still stopped in the right 2 lanes of Harrison, prohibiting rapid egress from the scene. SFPD had attempted manual takeover of the autonomous vehicles, but were unsuccessful. This contributed to a delay in transport with a critical trauma patient.
“SFFD members had to locate an SFPD officer and request him to move his vehicle to allow successful egress from the scene, but doing so further delayed patient care. These delays caused by (2) autonomous vehicles blocking a normal egress route from the scene contributed to a poor patient outcome, delaying the definitive care required in severe trauma cases. The patient was pronounced deceased at SFGH approximately 20-30 minutes after arrival due to severe blunt-force trauma.”
Cruise has spoken out against the Fire Department’s account of the event. In a comment to The San Francisco Standard, a Cruise spokesperson noted that “we did not impede the vehicle from getting to the hospital” and “what the fire department said is not accurate.”
“The first vehicle promptly clears the area once the light turns green and the other stops in the lane to yield to first responders who are directing traffic. Throughout the entire duration the AV is stopped, traffic remains unblocked and flowing to the right of the AV. The ambulance behind the AV had a clear path to pass the AV as other vehicles, including the ambulance, proceeded to do so. As soon as the victim was loaded into the ambulance, the ambulance left the scene immediately and was never impeded from doing so by the AV,” Cruise noted in a statement.
Cruise has reportedly provided a video to back up its claims. The video reportedly showed that while one Cruise robotaxi was indeed stopped at an intersection, there was a free lane to its right where traffic was moving. The video, which was reviewed by Forbes, did show numerous vehicles, including a small ambulance, moving through the free lane. However, the publication noted that it was not clear from the footage if the larger SFFD ambulance, which was likely transporting the severely injured pedestrian, could have navigated the area as easily.
Below are incident reports from the San Francisco Fire Department. The case in question is described in Page 68 and 69 of the document.
Cruise San Francisco Reports by Simon Alvarez on Scribd
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Elon Musk
Tesla is ramping up its advertising strategy on social media
Tesla has long stood out in the automotive world for its unconventional approach to advertising—or, more accurately, its near-total avoidance of it. For over a decade, the company spent virtually nothing on traditional marketing.
Tesla seems to be ramping up its advertising strategy on social media once again. Marketing and advertising have not been a major focus of Tesla’s, something that has brought some criticism to the company from its fans.
However, the company looks to be making adjustments to that narrative, as it has at times in the past, as ads were spotted on several different platforms over the past few days.
On Facebook and YouTube, ads were spotted that were evidently placed by Tesla. On Facebook, Tesla was advertising Full Self-Driving, and on YouTube, an ad for its Energy Division was spotted:
Tesla also threw up some ads on YouTube for Energy https://t.co/19DGQMjBsA pic.twitter.com/XQRfgaDKxY
— TESLARATI (@Teslarati) March 9, 2026
Tesla has long stood out in the automotive world for its unconventional approach to advertising—or, more accurately, its near-total avoidance of it. For over a decade, the company spent virtually nothing on traditional marketing.
In 2022, Tesla’s U.S. ad spend was roughly $152,000, a rounding error compared to General Motors’ $3.6 billion the following year.
Traditional automakers averaged about $495 per vehicle on ads; Tesla spent $0. CEOElon Musk’s stance was explicit: “Tesla does not advertise or pay for endorsements,” he posted on X in 2019. “Instead, we use that money to make the product great.”
The strategy relied on word-of-mouth from delighted owners, Elon’s massive X following, viral product launches, media frenzy, and customer referrals. A great product, Musk argued, sells itself. It does not need Super Bowl spots or billboards. Resources poured into R&D instead, with Tesla investing nearly $3,000 per car, far more than rivals.
Tesla counters jab at lack of advertising with perfect response
This reluctance wasn’t arrogance; it was philosophy, and Musk made it clear that the money was better spent on the product. Heavy spending on ads was seen as wasteful when innovation and authenticity drove organic demand. Shareholder calls for marketing budgets were ignored.
The current shift, paid Facebook ads promoting Full Self-Driving (Supervised) and YouTube Shorts offering up to $1,000 back on Powerwall batteries, marks a pragmatic evolution.
These targeted campaigns coincide with the end of one-time FSD purchases and a March 31 deadline for FSD transfer eligibility on new vehicles.
This move likely signals Tesla adapting to scale, as well as a more concerted effort to stop misinformation regarding its platform. As EV competition intensifies and the company bets big on robotaxis and energy storage, pure organic buzz may not suffice to hit adoption targets. Selective digital ads allow precise, cost-effective reach without abandoning core principles.
If successful, it could foreshadow measured expansion into marketing, boosting high-margin software and home energy revenue while preserving Tesla’s innovative edge. But, it’s nice to see the strategy return, especially as Tesla has been reluctant to change its mind in the past.
News
Tesla Model Y outsells everything in three states, but Ford dominates
The Model Y’s success here highlights accelerating mainstream adoption of electric SUVs, which offer spacious interiors, impressive range, rapid acceleration, and low operating costs.
The Tesla Model Y was the best-selling vehicle in three different states in the U.S. last year, according to new data that shows the all-electric crossover outsold every other car in a few places. However, Ford widely dominated the sales figures with its popular F-Series of pickups.
According to new vehicle registration data compiled by Edmunds and visualized by Visual Capitalist, the Ford F-Series, encompassing models like the F-150, F-250, F-350, and F-450, claimed the title of best-selling vehicle in 29 states.
This dominance underscores the pickup truck’s unbreakable appeal across much of the country, particularly in rural, Midwestern, Southern, and Western states, where towing capacity, durability, and utility for work or recreation remain top priorities.
The Tesla Model Y is the best-selling vehicle in California, Washington, and Nevada
How many states will it dominate next year? https://t.co/ERyoyce42D
— TESLARATI (@Teslarati) March 9, 2026
The F-Series has held the crown as America’s overall best-selling vehicle for decades, a streak that continued strong into 2025 despite broader market shifts.
Yet, amid this truck-heavy reality, Tesla made a notable breakthrough. The Model Y emerged as the top-selling vehicle, not just the leading EV, but the outright best-seller in three key states: California, Nevada, and Washington.
These West Coast strongholds reflect regions with robust EV infrastructure, high environmental awareness, generous incentives, and tech-savvy populations. In California alone, nearly 50 percent of new vehicle registrations were electrified, far outpacing the national average of around 25 percent.
The Model Y’s success here highlights accelerating mainstream adoption of electric SUVs, which offer spacious interiors, impressive range, rapid acceleration, and low operating costs.
Elon Musk: Tesla Model Y is world’s best-selling car for 3rd year in a row
Elsewhere, Japanese crossovers filled many gaps: Toyota’s RAV4 and Honda’s CR-V topped charts in several urban and densely populated Northeastern and Midwestern states, where fuel efficiency, reliability, and family-friendly features win out over larger trucks.
While Ford’s broad reach shows traditional preferences persist, at least for now, Tesla’s Model Y victories in high-population, influential states signal a gradual but undeniable transition toward electrification. As charging networks expand and battery technology improves, more states could follow the West Coast’s lead in the coming years.
This 2025 map captures a pivotal moment: pickup trucks still rule the majority, but EVs are carving out meaningful territory where consumer priorities align with sustainability and innovation. The road ahead promises continued competition between legacy giants and electric disruptors.
Elon Musk
Elon Musk shares updated Starship V3 maiden launch target date
The comment was posted on Musk’s official account on social media platform X.
SpaceX CEO Elon Musk shared a brief Starship V3 update in a post on social media platform X, stating the next launch attempt of the spacecraft could take place in about four weeks.
The comment was posted on Musk’s official account on social media platform X.
Musk’s update suggests that Starship Flight 12 could target a launch around early April, though the schedule will depend on several remaining milestones at SpaceX’s Starbase launch facility in Texas.
Among the key steps is testing and certification of the site’s new launch tower, launch mount, and tank farm systems. These upgrades will support the next generation of Starship vehicles.
Booster 19 is expected to roll to the launch site and be placed on the launch mount before returning to the production facility to receive its 33 Raptor engines. The booster would then return for a static fire test, which could mark the first time a Super Heavy booster equipped with Raptor V3 engines is fired on the pad.
Ship 39 is expected to undergo a similar preparation process. The vehicle will likely return to the production site to receive its six engines before heading to Massey’s test site for static fire testing.
Once both stages are prepared, the booster and ship will roll out to the launch site for the first full stack of a V3 Super Heavy and V3 Starship. A full wet dress rehearsal is expected to follow before any launch attempt.
Elon Musk has previously shared how SpaceX plans to eventually recover Starship’s upper stage using the launch tower’s robotic arms. Musk noted that the company will only attempt to catch the Starship spacecraft after two successful soft landings in the ocean. The approach is intended to reduce risk before attempting a recovery over land.
“Should note that SpaceX will only try to catch the ship with the tower after two perfect soft landings in the ocean. The risk of the ship breaking up over land needs to be very low,” Musk wrote in a post on X.
Such a milestone would represent a major step toward the full reuse of the Starship system, which remains a central goal for SpaceX’s long-term launch strategy.
Tesla is ramping up its advertising strategy on social media
Tesla Model Y outsells everything in three states, but Ford dominates
