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Elon Musk gives nod to Tesla ads that support ‘high quality’ media

Tesla CEO Elon Musk unveils futuristic Cybertruck in Los Angeles, Nov. 21, 2019 (Photo: Teslarati)

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It is well known in the electric car community that Elon Musk detests traditional advertisements. The Tesla CEO has emphasized for years that Tesla does not advertise or pay for endorsements. Instead, the company simply utilizes its resources to ensure that its products are great. If a recent comment is any indication, however, it appears that Elon Musk may be softening up a bit when it comes to his stance on advertisements. 

The CEO’s comments were recently related as a response to an article from fellow EV news outlet CleanTechnica, which covered the recent price reduction of Tesla’s solar solutions. After commenting that it’s still “better to put the money into the product than sales & marketing,” Elon Musk noted that eventually, Tesla should probably do some advertising to support “high quality media.” This is quite a statement from the CEO, who has been anti advertisement in the past. 

Elon Musk’s references about supporting high quality media open a lot of opportunities for the electric car maker. The CEO, after all, is a known supporter of non traditional media sources, as evidenced by his overt support for prolific podcaster Joe Rogan, whose approach to information dissemination is quite different from mainstream media. References to art and entertainment also invoke past programs from the company, such as Project Loveday, where the Tesla community was tapped to create compelling videos featuring the company’s products. 

The topic of Tesla advertisements has been expressed for some time now, at one point being discussed directly at an annual shareholders meeting. During the event, some Tesla shareholders even volunteered to utilize their own resources for the company’s advertising push. Musk, for his part, stated that he has reservations about advertising due to the level of trickery that usually goes with the practice. Nevertheless, the CEO did admit later on that Tesla could have “advertising for information to refute misinformation.”

And here lies a key reason behind the push for Tesla’s advertising efforts. The company is in calmer waters now compared to last year, but there is still no shortage of negativity surrounding Tesla and Elon Musk. A lot of the negativity, such as the perception that electric cars are more harmful to the environment, or that Teslas start at over $100,000, or that Elon Musk is a fraud, are surprisingly prevalent until today. The majority of these are easily debunked if Tesla has a serious anti misinformation campaign. 

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What is quite interesting is that Tesla does not really have to advertise itself in the traditional sense. The company could simply focus on setting the record straight with regards to the negativity that surrounds it. Examples of these could include the proper utilization of Autopilot and the Full Self Driving suite, two of the company’s products that attract a significant amount of ire from critics. These little campaigns could go a long way in ensuring that the right information is available online, and out in the open. 

Tesla is now at a point where it has two mass market vehicles that could compete with other reasonably priced premium vehicles on the market. And if reports are accurate, it appears that the company is looking to release an even more affordable vehicle in the future. Tesla is now the largest automaker in the world by market cap, and its growth is unlikely to stop anytime in the near future. With this in mind, it might soon be the right time for the company to push forward even more, even if it has to advertise in the process. 

Simon is an experienced automotive reporter with a passion for electric cars and clean energy. Fascinated by the world envisioned by Elon Musk, he hopes to make it to Mars (at least as a tourist) someday. For stories or tips--or even to just say a simple hello--send a message to his email, simon@teslarati.com or his handle on X, @ResidentSponge.

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Tesla Robotaxi test units spotted in new region ahead of launch

These validation units are used to gain additional data for Tesla’s internal use, or even potentially for regulatory purposes that the company can share with agencies that will eventually grant a license to operate Robotaxi in the state.

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Credit: @MWraps30584 | X

Tesla Robotaxi test units are being spotted in various new regions ahead of their launch in new states. Tesla is aiming to launch in at least a few new states in the coming months as it is ramping up hiring for the Robotaxi program and aiming to expand its ride-hailing service.

Already active in Austin, Texas, and the California Bay Area, Tesla is looking to expand its Robotaxi operations to new states. It’s had its eyes set on Nevada, Florida, and Arizona, which have seemed to have the most movement of the three prospects over the past month or so.

That trend is continuing.

Earlier this month, we reported on two Robotaxi units spotted testing with LiDAR rigs for ground truth validation in Gilbert, Arizona. Noted Cybertruck owner and enthusiast Greggertruck spotted the two units traveling on a highway.

Tesla Robotaxi testing in Arizona is ramping up quickly

Now, those same two units, or at least they appear to be, were spotted in Scottsdale, which is also a suburb of Phoenix, like Gilbert is, with the same LiDAR rigs:

These validation units are used to gain additional data for Tesla’s internal use, or even potentially for regulatory purposes that the company can share with agencies that will eventually grant a license to operate Robotaxi in the state.

Tesla is not a company that utilizes LiDAR for its everyday self-driving efforts, as it has utilized only cameras for the past several years.

Tesla Vision, as the company calls it, is what CEO Elon Musk feels is needed to achieve a fully autonomous network of vehicles, which will eventually need zero supervision for passenger transportation.

LiDAR is utilized by other companies, like Waymo, but Tesla has maintained that it is not necessary for several years. Musk has called it a “crutch” for achieving the proper self-driving tech, and the company only uses it for an additional bit of data.

Tesla has been operating its Robotaxi service in Austin since late June, and it has expanded its service area in the city to nearly 300 square miles, with its most recent expansion occurring earlier this week.

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Tesla’s popular side business is going to get bigger, Elon Musk says

It took several years to get the Diner developed, built, and opened. On July 21, Tesla launched the Diner to the public at 4:20 p.m. local time (of course), after years of development. Musk first offered the idea of a drive-in Supercharger Diner back in December 2018.

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tesla diner in los angeles during daytime
Credit: Matt Hartman

Tesla will open two new Diner locations in the United States after its first location in Los Angeles has been a raging success, as it is constantly packed and serving food for 24 hours a day, every day.

Tesla CEO Elon Musk said that the initial Diner location on Santa Monica Boulevard is “going well,” and based on reviews and its constant out-the-door lines, it is safe to say it has been a major outlet of interest for people in the area.

It features two massive movie screens, a menu that is locally sourced and has been created by a world-class chef, and Supercharging for EVs. It truly is the perfect stop for those who are hungry, need entertainment, or need a quick charge.

tesla diner

Credit: Tesla

So far, Tesla has not released too many details on the success of the restaurant, but it did state in a graphic for its Q3 Supercharging stats that it sold roughly 50,000 burgers at the Diner in Q3, roughly 715 each day. Burgers are not the only thing on the menu, either.

With how well it has gone, Musk is now considering the possibility of new locations that are notable to Tesla, including Austin and Palo Alto.

On Friday, Musk revealed he believes it “probably makes sense to open one” near Gigafactory Texas and Engineering HQ in Palo Alto:”

It took several years to get the Diner developed, built, and opened. On July 21, Tesla launched the Diner to the public at 4:20 p.m. local time (of course), after years of development. Musk first offered the idea of a drive-in Supercharger Diner back in December 2018.

By 2023, Tesla had secured building permits and broken ground on the site in September of that year.

Since its launch, it has been a popular hotspot for Tesla fans and others to visit, although it has attracted unwanted attention from protestors as well.

They look hungry. If they walked inside and ordered some food, maybe they’d stop yelling into microphones and threatening Musk.

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Elon Musk’s AI empire grows as xAI leases Palo Alto space near Tesla

The expanding footprint of Elon Musk’s companies in Palo Alto bodes well for the CEO’s plans in the area.

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Credit: xAI/X

Elon Musk’s artificial intelligence startup, xAI, is expanding its Silicon Valley footprint, leasing roughly 105,000 square feet of office space at Palo Alto’s Page Mill Center, just blocks away from Tesla’s engineering complex.

Musk’s deepening Silicon Valley footprint

People familiar with the matter have informed the San Francisco Business Times that xAI’s lease at Page Mill Center may already have been finalized, adding to the company’s existing headquarters at 1450 Page Mill Road. The two offices share a parking lot, reflecting Musk’s strategy of consolidating his ventures. Tesla’s engineering hub is also just a few blocks away.

The new offices form a growing cluster of Musk-led companies in the heart of the Valley and come as xAI has listed over 250 job openings. These include listings for engineers, designers, and technical staff, among others. 

xAI’s aggressive hiring push hints at rapid scaling, which makes quite a lot of sense considering the company’s ambitious projects. xAI oversees the large language model Grok and other AI initiatives such as the newly launched Grokipedia, and the startup has also acquired the social media platform X. Real estate owner Hudson Pacific Properties, the owners of Page Mill Center, have so far declined to comment.

AI demand and Silicon Valley’s office rebound

Silicon Valley’s office market, long subdued by remote work trends, is seeing renewed activity from AI firms. Hudson Pacific told investors this summer that tenant demand has reached a three-year high, with over half of new leases driven by artificial intelligence companies. Vacancy rates have now fallen for four straight quarters to 16.6% as well, CBRE reported.

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The expanding footprint of Elon Musk’s companies in Palo Alto bodes well for the CEO’s plans in the area. Musk, after all, has previously butted heads with officials, resulting in his two biggest ventures, electric vehicle maker Tesla and private space company SpaceX, officially relocating their headquarters to Texas.

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