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Drivers using ‘cooperative steering’ more likely to stay engaged: IIHS
A new study from the Insurance Institute for Highway Safety (IIHS) has highlighted the potential benefits to “cooperative steering” automated driving systems in keeping drivers engaged.
The study found that the likelihood a driver will remain engaged when driving with partially automated systems is higher when using “cooperative steering,” in which manual movements to the steering wheel don’t disengage the software, according to the study results shared in a press release on Tuesday. Inversely, those using partially automated systems that turn off when drivers use the steering wheel were less likely to take an active role.
“These results suggest that small differences in system design can nudge drivers toward safer habits,” said David Harkey, IIHS President.
This recent study looked at survey responses from 1,260 owners of vehicles from Ford, General Motors (GM), Nissan/Infiniti, and Tesla, who regularly use their partially automated driving systems.
Drivers who are used to partial automation that switches off when they try to share control over the steering were found to be less willing to steer or put their hands on the wheel in circumstances that required steering adjustments, while systems with some degree of manual steering were more likely to help drivers remain engaged with the road and take an active role when road scenarios demanded it.
Those with cooperative systems were ultimately 36 percent more likely than the others to say they would steer to one side of the travel lane when needed.
Drivers with vehicle systems that did offer shared control were 40 to 48 percent less likely than the others to say they would keep their hands off the wheel in situations that would make most drivers nervous, while two other recent IIHS studies showed that even those warned to remain engaged did not often do so.
Systems that remain on when drivers adjust steering include Ford’s BlueCruise system and Nissan/Infiniti’s ProPILOT Assist system, while both GM’s Super Cruise and Tesla’s Autopilot disengaged from lane-centering upon receiving driver steering inputs. While both the systems from Tesla and Nissan required drivers to keep their hands on the steering wheel, Tesla’s upgraded Supervised Full Self-Driving (FSD) allows some hands-free driving, and so do the aforementioned Ford and GM systems.
“Those are sizable differences,” said Alexandra Mueller, IIHS Research Scientist and Lead Author of the study. “Although there could be many reasons, one plausible explanation is that systems that switch themselves off whenever the driver steers may make drivers less likely to want to intervene, as it’s a pain to reactivate the system again and again.”
“These findings suggest that cooperative steering may have an implicit influence on how willing drivers are to take action when the situation calls for it, regardless of how they think their system is designed,” Mueller added.
You can see the full study results from the IIHS here.
RELATED: Tesla highlights FSSD safety in edge case test videos
Tesla’s Full Self-Driving Supervised and Cybercab unveil
The news comes weeks after Tesla unveiled its Cybercab robotaxi, which is built without a steering wheel, an accelerator, or brake pedals. It also comes in response to the company’s longtime bet on completely autonomous driving, first through the deployment of its FSD Supervised system, which is eventually expected to unlock an unsupervised version that buyers can use in their own vehicles.
While Tesla’s bet on full autonomy will likely come to fruition in future years, discussions about driver engagement have been ongoing, especially as those using Supervised FSD and other partially automated driving systems have used them in unintended ways that weren’t approved by the manufacturers.
At least for now, driver attention remains an important part of the path to full autonomy, until systems become safe enough to be trusted without supervision. Until then, efforts to keep drivers engaged may prove fruitful, and Tesla and others have taken steps to monitor drivers more closely when they use these systems, in order to ensure full engagement and readiness to regain control of the vehicle when needed.
What are your thoughts? Let me know at zach@teslarati.com, find me on X at @zacharyvisconti, or send us tips at tips@teslarati.com.
IIHS tested Tesla Autopilot safeguards: Here’s what they found
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
