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Elon Musk shares Tesla’s advertising strategy

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Elon Musk shared Tesla’s advertising strategy on X recently. 

Musk received some flak for his comments on interest rates during the latest earnings call. Analysts dropped their TSLA price targets a smidgen after hearing Musk and other Tesla executives’ concerns about Giga Mexico . A few Tesla bulls shared their thoughts on the subject and think advertising might help the company’s future in sales. 

One such Tesla supporter, James Stephenson, shared his thoughts on the company’s products and the role awareness plays in its growth. 

“Tesla’s ‘Master Plan’ since the beginning has been to make its cars more and more affordable over time, a strategy that has proven successful. But making products people love and reducing their prices can only drive buyer interest so far if awareness is low,” Stephenson wrote. 

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Elon Musk replied to Stephenson and shared that Tesla is actively advertising. However, Tesla plans to advertise in small doses until it determines the best strategies for large-scale advertisements. 

During the Q3 2023 earnings call, Musk shared a different take on advertising than in the past. 

“We are advertising. I think there is something to be gained on the advertising front,” Musk said. 

In the past, Musk has been reluctant to release Tesla advertisements because he saw ads as deceptive. However, he has since changed his tune—it seems. In May 2023, Musk relented and announced Tesla would start launching advertisements for its products. Shortly after the announcement, Tesla released its first video ad featuring a Tesla Model 3 owner. 

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By June, Tesla released at least 18 Google ads. The company advertised its all-electric vehicles and energy products on Google. And earlier this month, an ad for the Tesla Model Y was spotted in an airport in Japan. 

Musk’s thoughts on advertising have changed. However, he also believes Tesla should focus on making its vehicles more affordable. 

“…informing people of a car that is great but they cannot afford doesn’t really help. So, that is really the thing that must be sold, is to make the car affordable, or the average person cannot buy it for any amount of money,” the Tesla CEO added. 

The Tesla CEO discussed rising interest rates and their effects on the EV manufacturer’s future plans, including the impact on the construction of Gigafactory Mexico. Tesla’s next factory in Nuevo León is expected to produce the $25,000 next-generation car, a big step for the company.

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The Teslarati team would appreciate hearing from you. If you have any tips, contact me at maria@teslarati.com or via X @Writer_01001101.

Maria--aka "M"-- is an experienced writer and book editor. She's written about several topics including health, tech, and politics. As a book editor, she's worked with authors who write Sci-Fi, Romance, and Dark Fantasy. M loves hearing from TESLARATI readers. If you have any tips or article ideas, contact her at maria@teslarati.com or via X, @Writer_01001101.

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Lucid CEO dispels any rumors of bankruptcy: ‘So far from the facts’

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Credit: Lucid

Lucid CEO Silvio Napoli responded to rumors of an imminent bankruptcy that was reportedly being mulled after a report stated the automaker was working with the firm AlixPartners to iron out its next steps.

The company felt a massive loss on Wall Street yesterday, as the report essentially pushed the stock down as much as 55 percent on Tuesday.

The report, published initially by Eletric-Vehicles.com, claimed Lucid was essentially in dire straits and was told by AlixPartners, a commonly used restructuring advisor, to either take shares private or file for Chapter 11 bankruptcy protection.

Lucid denies rumors of bankruptcy after over 40% stock drop

Lucid’s head of Communications, Nick Twork, immediately challenged the report and stated the company “has sufficient liquidity to carry its operations well into next year.”

Now, the company’s CEO is chiming in as well, stating that the report is “so far from the facts that they require a direct response.”

Napoli said:

“Lucid is not considering bankruptcy or a transaction to take the company private. Those reports are false. The Board did not explore either scenario. Period.

As disclosed in our most recent quarterly filing, Lucid has sufficient liquidity to fund its operations well into next year.

We work with outside advisors to improve operational performance and execution. They are not advising Lucid on a take-private transaction or bankruptcy, and any suggestion that they have recommended either course of action to management or the Board is false.

My priority is clear: turn this company around. That is where the leadership team and I are focused.

I look forward to providing a full update during our quarterly earnings call on August 4th.”

It seems pretty clear that Lucid is confident things will be okay, and, to be honest, they should not have much to worry about, especially considering the company has been backed by the Saudi Public Investment Fund (PIF) for years. It has solid financial backing, and its sales, while weak, are pretty much right on par with a company of this age.

Lucid also sent a Cease & Desist letter to the publication for their report.

Lucid shares have rebounded nicely and are up nearly 21 percent at the time of publication. As soon as the company dispelled the rumors of bankruptcy yesterday, the stock began to climb back toward more reasonable levels.

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Tesla responds to strange Supercharging pricing error with classy move

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(Credit: Tesla)

Tesla has once again demonstrated strong customer focus by swiftly addressing and fully refunding a bizarre Supercharger pricing glitch that affected drivers in Atlantic Canada.

The issue surfaced earlier this month when the Tesla app began displaying dramatically inflated per-minute charging rates at stations in Prince Edward Island and parts of New Brunswick.

One widely shared screenshot from a Charlottetown, PEI Supercharger showed rates reaching ridiculous levels: $6.00 per minute for the 180-250 kW tier, along with $3.57/min for 100-180 kW and $2.29/min for 60-100 kW.

These figures were several times higher than normal Supercharger pricing in the region.

To put the error in perspective, charging at the highest incorrect rate would have been shockingly expensive.

At 250 kW, a common charging speed at Superchargers, a vehicle pulls roughly 4.17 kWh per minute. Under the glitch, a driver spending just 10 minutes at peak power would face a $60 bill. A typical 20- to 30-minute session to add meaningful range could have cost $120 to $180 or more, before any congestion fees.

Tesla gets another layer of gamification with Free Supercharging on the line

By comparison, standard Canadian Supercharger rates usually fall between $0.25 and $0.60 per kWh, making a similar session cost roughly $15–$40. The erroneous per-minute structure, combined with the inflated numbers, turned what should be a convenient stop into a potential financial shock.

The glitch appears to have started sometime around early July, and quickly drew attention on social media as owners questioned whether Tesla had implemented steep hidden increases. Some drivers even reported seeing $0 charges in their history, indicating broader billing confusion.

Tesla’s official Charging account on X stated that correct pricing would roll out at midnight on July 13, so the fix is already in effect. More importantly, the company announced it would waive all fees for every Supercharger session since July 2. This blanket waiver covers the entire affected period without requiring users to file individual claims, with automated refunds expected soon. The decision affects stations in PEI and nearby areas in New Brunswick and Nova Scotia.

It’s a classy move, and rather than issuing partial credits or forcing owners to submit support tickets, Tesla simply absorbed the cost of the system error and made drivers whole. In an industry where hidden fees and bill disputes are common, Tesla’s proactive, no-questions-asked approach reinforces owner trust and highlights the company’s commitment to service excellence.

The incident, while disruptive for a short time, ultimately showcases Tesla’s ability to own mistakes and prioritize customer satisfaction. Atlantic Canada Tesla owners can now charge with confidence again, knowing the company has their back when technology glitches occur.

In an era of complex EV billing, such transparency and generosity are refreshing and set a positive example for the industry.

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SpaceX unveils Starlink next-gen V5 kit: here’s what’s new

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Credit: Starlink

SpaceX’s Starlink has launched its latest residential hardware kit: the V5. Designed for reliable high-speed internet, the new terminal represents a significant leap forward in user equipment.

The new V5 Starlink kit features a dramatically smaller and lighter form factor, measuring approximately 384 mm x 306 mm x 34 mm and weighing just 1.1 kg, which is less than half the weight of the previous V4 model, which was 2.9 kg.

This compact design makes installation easier and more versatile, whether mounted on a roof, pole, or even integrated with a pipe adapter. An integrated LED light aids setup in low-light conditions.

Power efficiency sees major gains too. The V5 draws only 35-50W, reducing energy consumption and making it ideal for off-grid or solar-powered setups. Despite its smaller size, performance remains robust. Starlink claims peak speeds of 375+ Mbps, supported by a new Wi-Fi 6 Router Mini that covers up to 2,200 square feet and connects up to 235 devices simultaneously.

The kit maintains strong signal reliability in diverse environments, from urban rooftops to remote rural areas, as demonstrated in the promo footage released by SpaceX, showing seamless operation under cloudy skies.

These improvements expand suitable applications considerably. Households can enjoy lag-free 4K streaming, smooth video conferencing, online gaming, and smart home device management without interruption. The V5’s efficiency and portability also benefit RVs, small businesses, and temporary installations in disaster-recovery zones where quick deployment is critical. Its lightweight build lowers shipping costs and simplifies user handling compared to bulkier predecessors.

Starlink’s Broader Impact on Global Internet Connectivity

Since SpaceX began launching Starlink satellites in 2019, the constellation has grown rapidly. By mid-2026, over 10,400 satellites orbit Earth, with thousands more deployed annually. This massive low-Earth-orbit network delivers broadband to approximately 160 countries and territories, reaching millions of users who previously lacked reliable internet access.

Starlink plays a vital role in bridging the digital divide. It provides essential connectivity to remote communities, maritime vessels, airlines, and regions affected by natural disasters or infrastructure gaps. By combining advanced satellite technology with iterative hardware upgrades like the V5 kit, SpaceX continues to push the boundaries of global internet access, fostering education, economic opportunity, and emergency response capabilities worldwide.

As production ramps up, the V5 promises to make high-performance internet even more accessible to users everywhere.

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