News
Can electric trucks breakthrough gas and diesel pickup loyalty?
Electric trucks haven’t yet made their way to the market, but plenty of them are announced. The big question is: Will EV trucks ever see the success that sedans and crossovers have? Can they be more popular than the gas and diesel trucks that are widely utilized across the world?
Pickup trucks are popular outside of the United States. In Canada, China, and even Australia, pickups are used by everyone from construction use to daily drivers. Their versatility as a luxury vehicle or a way to move large objects from one location to another makes them one of the more feasible types of vehicles available to consumers. For years, trucks have been listed as powerful, sturdy, and capable machines that have loyal consumer bases because of their adequacy for a wide range of activities.
But with the ongoing transition away from gas powertrains and toward electrification, trucks are simply next on the list to receive battery-powered operation. With several manufacturers releasing designs, pricing, and other variables for electric trucks, the question remains of whether or not the EV truck segment as a whole will be able to make a dent in the popularity of petrol-powered trucks in the future.
There seem to be several boundaries that EV trucks need to cross into to gain the trust and secure a sale to a driver who is interested in a truck but has their mind set on gas or diesel powertrains. I believe that one is going to be proving effectiveness in “work” settings like towing, off-roading, and hauling. The other is breaking through the brand loyalty that many truck buyers have with a certain manufacturer. Interestingly, it is tough to determine which will be harder for an EV truck maker to break, but it will likely be switching an owner away from their usual manufacturer.
Truck owners seem to hold a loyalty to their favorite manufacturer that is unmatched by owners of other segments. All too often, especially in my neck of the woods, I see and hear truck owners talking about why their manufacturer is the best, why others cannot seem to compare, and why they’ll never buy another brand of truck. Sometimes, you’ll even see the infamous bumper sticker of a kid peeing on a rival truck maker’s logo.
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But breaking a consumer away from a brand that they have put many years, and many dollars, into owning a certain vehicle is arguably one of the most difficult parts of selling cars. Past the production issues, which have plagued many car companies, Tesla included, for years, growing a brand is difficult. To have a consumer willingly switch brands is a tough task, and it usually relies on that company providing a massive shortcoming to that consumer in particular.
For example, bad customer service, poor quality, or even a political stance can cause a consumer to switch sides and consider other options. But these things are rare occurrences, so to really convince someone to try a different brand without any negative experiences really requires a product that makes someone go, “Wow, I need that.”
Credit: @KimPaquette | Twitter
Electric trucks certainly have the pizzazz and the appeal to make this happen. I would argue that the Cybertruck is probably the truck that will most likely drive more people to switch from gas or diesel-powered machines to electric ones. Simply because the design is so unique, many people may just be looking for something new that looks “tough” and “durable.” The Cybertruck certainly fits that bill.
However, the Rivian R1T has it’s own advantages too. Because of the fact that it has more of a “traditional” truck look, which is exactly what Tesla and Elon Musk were looking to avoid, it may be more fitting for many recurring truck buyers. It has the durability; it has the look, it has the options. It also is around the same price as many other trucks on the market, so the “too expensive” argument goes out of the window for those that still use it.
The next real test is proving durability and effectiveness. We have seen the Cybertruck pull the F-150 in a tug of war, but people still may be looking to see the vehicle perform normal everyday work. Same with the R1T.
The typical truck buyer is likely hauling things as small as 2x4s or as large as a boat. Before religious pickup buyers truly accept EV trucks, the manufacturers will have to prove that their products are capable of hauling normal, everyday things and large and difficult items. Performance and overall use capabilities will be proven before any truck buyers consider an electric option.
Please e-mail or tweet your thoughts about this subject. I am certainly interested in hearing what you all have to say about trucks and how EV makers can start making a dent in gas-powered pickup sales once deliveries begin. I think it will take more than a new, fresh, and fun way to drive a car to swing consumers to the “other side,” unlike it was with the sedan segment. Sedans are sedans, and they’re all pretty similar. I don’t believe there is as much brand loyalty on that side of things, but I could be wrong.
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News
Tesla loses Director who designed one of the company’s best features
Thomas Dmytryk, who has spent over 11 years with Tesla and helped to develop Over-the-Air updates and the company’s vehicles’ ability to utilize them to improve, has decided to leave.
Tesla has lost the director who designed one of the company’s best features: Over-the-Air updates.
Thomas Dmytryk, who has spent over 11 years with Tesla and helped to develop Over-the-Air updates and the company’s vehicles’ ability to utilize them to improve, has decided to leave. In a lengthy statement on LinkedIn, Dmytryk said that he’s “closing the book.” He had nothing but good things to say:
“After 11 incredible years at Tesla, I’m closing the book. It’s been the ride of a lifetime: always on the news, innovating relentlessly, constantly pushing the limits. Tesla is THE place for talented, passionate people. I feel insanely lucky to have been part in that culture for so long.”
It appears the intense lifestyle of developing and creating intensively for so long might have caught up to Dmytryk, who did not give his definitive plans for the future, and it appears he may be taking some time off before jumping into a new venture:
“The future? Extremely bright. Ambitions intact, just getting started as a transformative company that could elevate billions of lives. So why leave now?! Human life’s always been my North Star, right now I need to be with mines. I’ve always admired Tesla’s top leadership and vision. But what I’ve always found incredible is the tenacity, brilliance and devotion of people on the front line. YOU make Tesla unstoppable. I wish you all the best and of course EPIC wins.”
The move was first reported by NotaTeslaApp.
Over-the-Air updates are among Tesla’s best features. They are used to improve the Full Self-Driving suite, add features, remedy recalls, and more. Many vehicles have the ability to receive OTA updates, as I did in a Ford Bronco previous to my Model Y. However, Tesla does them better than anyone else: they’re seamless, effective, and frequent. Your car always improves.
The move is a blow to Tesla, of course, considering Dmytryk’s massive contribution to the company and extremely long tenure spent, but not something that is overwhelmingly detrimental. Tesla deals with a lot of extremely intelligent people, some of whom are the best in their field, so they are sure to find a suitable replacement.
However, it’s no secret that the company has been losing some of its top talent, some of whom were in executive roles. Some have left to take on new projects, and others have not revealed their career plans.
It seems at least some of those employees are simply deciding to walk away and try new things after working so hard for so long. According to Dmytryk’s LinkedIn, he also played a large part in Musk’s acquisition of X, as he stated he “worked at Twitter/X ~45/week while working at the same pace for Tesla.”
That averages a 13-hour day, seven days a week, or 18 hours for the normal five-day work week.
News
Tesla’s most wanted Model Y heads to new region with no sign of U.S. entry
Unlike the standard Model Y, the “L” stretches the wheelbase by roughly 150 mm and the overall length by about 177 mm to 4,976 mm. The result is a genuine 2-2-2 seating layout that gives six adults proper legroom and cargo space — a true family hauler without the cramped third-row compromises of many three-row SUVs.
Tesla’s most wanted Model Y configuration is heading to a new region, and although U.S. fans and owners have requested the vehicle since its release last year, it appears the company has no plans to bring it to the market.
According to fresh regulatory filings, the six-seat Model Y L is coming to South Korea with signs indicating an imminent launch. The extended-wheelbase configuration, already a hit in China, just cleared energy-efficiency certification from the Korea Energy Agency, paving the way for deliveries as early as the first half of 2026.
The vehicle is already built at Tesla’s Giga Shanghai facility in China, making it an ideal candidate for the Asian market, as well as the European one, as the factory has been known as a bit of an export hub in the past.
$TSLA
BREAKING: The official launch of Tesla Model Y L in S.Korea seems to be quite imminent.Additional credentials related to Model YL were released today.
✅ Battery Manufacturer: LG Energy Solutions
✅ Number of passengers: 6 people
✅ Total battery capacity: 97.25 kWh… pic.twitter.com/hmy64XYi80— Tsla Chan (@Tslachan) March 6, 2026
It seems like Tesla was prepping for this release anyway, as the timing was no accident. A camouflaged Model Y L prototype was spotted testing on Korean highways the same day the certification dropped. Tesla has already secured similar approvals for Australia and New Zealand, with both markets expecting the larger Model Y in 2026.
Unlike the standard Model Y, the “L” stretches the wheelbase by roughly 150 mm and the overall length by about 177 mm to 4,976 mm. The result is a genuine 2-2-2 seating layout that gives six adults proper legroom and cargo space — a true family hauler without the cramped third-row compromises of many three-row SUVs.
South Korean filings list it as an all-wheel-drive imported electric passenger vehicle with a 97.25 kWh total battery capacity supplied by LG Energy Solution. Local tests show an impressive 543 km (337 miles) combined range at room temperature and 454 km (282 miles) in colder conditions, easing one of the biggest concerns for Korean EV buyers.
Tesla Model Y lineup expansion signals an uncomfortable reality for consumers
But for U.S. fans, things are not looking good for a launch in the market.
CEO Elon Musk has been blunt. The six-seater “wouldn’t arrive in the U.S. until late 2026, if ever,” he said, pointing to the company’s heavy bet on unsupervised Full Self-Driving and robotaxi platforms like the Cybercab. With the Model X slated for discontinuation, many families hoped the stretched Model Y would slide into the lineup as an affordable three-row bridge. So far, that hope remains unfulfilled.
For now, South Korean drivers will be among the first buyers outside China to enjoy the spacious, efficient Model Y L. Tesla continues its global rollout strategy, tailoring vehicles to regional tastes while North American customers keep refreshing their apps and crossing their fingers.
The Model Y L proves the appetite for practical, family-sized electric SUVs is stronger than ever. Hopefully, Tesla will listen to its fans and bring the vehicle to the U.S. where it would likely sell well.
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.
Tesla loses Director who designed one of the company’s best features
Tesla’s most wanted Model Y heads to new region with no sign of U.S. entry
