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The Hummer EV’s aggressive ad campaign is working very well, claims GMC

(Credit: GMC)

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General Motors has been heavily promoting the GMC Hummer EV since its debut in October 2020, and according to the veteran automaker, its efforts have been paying off. This became quite evident when a steady stream of new ads about the vehicle during key events effectively made March the best month for reservations for the Hummer EV since its SUV version was unveiled a year ago. 

During an NBA All-Star Game in February, for example, GMC pushed a Hummer EV ad that featured the vehicle’s “Crab Walk” feature and basketball star LeBron James. Another ad, which highlighted the Hummer EV SUV’s specs, was also shown during the NCAA college basketball tournament. Duncan Aldred, global VP of Buick-GMC, noted that the ads raised awareness around the Hummer EV

“Awareness is a big thing, and I think that is on our side. Every time we seem to just put a little bit of an awareness tweak out there… we see the reservations follow,” Aldred said. 

To date, GMC has noted that it has registered over 66,000 reservations for the Hummer EV’s pickup and SUV variants. Aldred noted that GMC intends to keep the interest going with the vehicle. This could be done through campaigns that highlight the Hummer EV’s attributes, such as its colors, its over-the-air updates, and other features. “We’ll keep the drumbeat going,” he said. 

The Hummer EV has attracted a lot of attention, though its ramp has been very deliberate. In Q4 2021, GM delivered just one Hummer EV in the quarter, and through March, only 100 of the hulking all-electric pickup trucks have been handed over to customers. As per Aldred, however, this shortage of available Hummer EVs has actually heightened interest in the vehicle. The Hummer EV’s resale value has been quite notable, with some delivered units selling for over double their original price. 

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“The more you think you can’t have something, the more you want it,” the Buick-GMC VP said. 

Interestingly enough, the Hummer EV has been attracting attention from owners of the original gas-guzzling Hummers of years past. This was highlighted by Will Churchill, co-owner of Frank Kent Motor Co. in TX. “GM did a great job by bringing it back, and you can tell by the excitement generated around it. It’s a vehicle that garners a lot of emotion. And once you’ve had one, you’re just kind of always a Hummer person,” Churchill said. 

Don’t hesitate to contact us with news tips. Just send a message to simon@teslarati.com to give us a heads up.

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 doubles down on Robotaxi launch date, putting a big bet on its timeline

Tesla continues to double down on its June goal to launch the Robotaxi ride-hailing platform.

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Credit: Tesla

Tesla has doubled down on its potential launch date for the Robotaxi ride-hailing platform, which will utilize the Cybercab and other vehicles in its lineup to offer driverless rides in Austin, Texas.

Tesla said earlier this year that it was in talks with the City of Austin to launch its first Robotaxi rides, and it planned to launch the platform in June.

This has been a widely discussed timeline in the community, with some confident in the company’s ability to offer it based on the progress of the Full Self-Driving suite.

However, others are skeptical of it based on Tesla’s history of meeting timelines, especially regarding its rollout of FSD.

Nevertheless, Tesla was asked when it would be able to offer Robotaxi rides and where, and it clearly is not backing down from that June date:

It is getting to a point where Tesla is showing incredible confidence regarding the rollout of the Robotaxi in June. We have not seen this kind of reiteration regarding the rollout of something regarding autonomy from Tesla at any point in the past.

CEO Elon Musk has even been increasingly confident that Tesla will meet its target. Earlier this week, he said the vehicles will be able to roll off production lines and drive themselves straight to a customer’s house:

Elon Musk continues to push optimistic goal for Tesla Full Self-Driving

There could be some discussion of an acceptable grace period, as the timeline for the Robotaxi rollout could still be considered a success, even if it were a month or two late. However, if it were pushed back further into 2025 or even 2026, skepticism regarding these timelines would continue to persist.

As of right now, it seems Tesla is extremely confident it will meet its goal.

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Tesla Semi fleet from Frito-Lay gets more charging at Bakersfield factory

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Tesla Semis showcased at Frito-Lay plant in Modesto, CA
Frito-Lay transformed its Modesto, Calif., site by replacing diesel fleet assets with ZE and NZE alternatives and installing fueling and charging infrastructure for the new fleet as well as on-site renewable energy generation and storage.

Among the several companies that have had the opportunity to add Tesla Semi all-electric Class 8 trucks to their fleets earlier than others, the most notable is arguably Frito-Lay, which has utilized the vehicle for a couple of years now.

However, as their fleet is making more local runs and there are undoubtedly plans to expand to more Semi units, the company has recognized it needs additional Megachargers to give juice to their trucks.

As a result, Frit-Lay decided to build more chargers at their Bakersfield, California facility, according to new permits filed by Tesla:

There are already chargers at the company’s Modesto, California, factory, but Bakersfield is roughly three hours south of Modesto.

Interestingly, Tesla is calling the chargers “Semi Chargers” in the filing, potentially hinting that it is no longer referring to them as “Megachargers,” as they have been in the past. This is a relatively minor detail, but it is worth taking note of.

In 2022, Frito-Lay began installing these chargers in preparation for the Semi to become one of the company’s main logistics tools for deliveries in California and surrounding states.

Frito-Lay is not the only company that has chosen to utilize the Tesla Semi for these early “pilot” runs. PepsiCo has also been a company that has used the Semi very publicly over the past two years.

Additionally, the Tesla Semi participated in the Run on Less EV trucking study back in late 2023, where it managed to complete a 1,000-mile run in a single day:

Tesla Semi logs 1,000-mile day in Run on Less EV trucking study

Tesla is planning to ramp production of the Semi late this year. On the Q4 2024 Earnings Call, VP of Vehicle Engineering Lars Moravy said the company would be focusing on the first builds of the Semi’s high-volume design late this year before ramping production in the early portion of 2026:

“We just closed out the Semi factory roof and walls last week in Reno, a schedule which is great with the weather. In Reno, you never know what’s going to happen. But we’re prepping for mechanical installation of all the equipment in the coming months. The first builds of the high-volume Semi design will come late this year in 2025 and begin ramping early in 2026.”

Tesla will build these units at a new Semi production facility located in Reno near its Gigafactory. The company is getting closer to finishing construction, as a drone video from this morning showed the facility is coming along at a good pace:

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Tesla Cybercab no longer using chase vehicles in Giga Texas

Elon Musk expects Tesla to produce about 2 million Cybercab units per year.

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Credit: Joe Tegtmeyer/X

The Tesla Cybercab is the company’s first vehicle that is designed solely for autonomous driving. And while the spacious two-seater is expected to start volume production in 2026, the vehicle’s development seems to be moving at a steady pace.

This was hinted at in recent images taken by a longtime Tesla watcher at the Giga Texas complex.

Tesla Cybercab Production

The Cybercab will likely be Tesla’s highest volume vehicle, with CEO Elon Musk stating during the company’s Q1 2025 All-Hands meeting that the robotaxi’s production line will resemble a high-speed consumer electronics line. Part of this is due to Tesla’s unboxed process, which should make the Cybercab easy to produce.

Elon Musk expects Tesla to produce about 2 million Cybercabs per year. And while the vehicle is expected to see volume production at Giga Texas next year, the CEO noted that the vehicle will be manufactured in more than one facility when it is fully ramped.

No More Chase Cars

While the Cybercab is not yet being produced, Tesla is evidently busy testing the vehicle’s fully autonomous driving system. This could be hinted at by the Cybercabs that have been spotted around the Giga Texas complex over the past months. Following last year’s We, Robot event, drone operators such as longtime Tesla watcher Joe Tegtmeyer have spotted Cybercabs being tested around the Giga Texas complex.

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At the time, videos from Giga Texas showed that the driverless Cybercabs were always accompanied by a manually driven Model 3 validation chase car. This was understandable considering that the Giga Texas complex features pedestrians, other cars, and construction areas. As per the drone operator in a recent post on social media platform X, however, Tesla seems to have stopped using chase cars for its Cybercab tests a few weeks ago.

Aggressive Tints

The reasons behind this alleged update are up for speculation, though it would not be surprising if the Cybercab’s autonomous driving system could now safely navigate the Gigafactory Texas complex on its own. Interestingly enough, the Cybercabs that were recently photographed by the drone operator featured very aggressive tint, making it almost impossible to make out the interior of the robotaxi.

This is quite interesting as other Cybercabs that have been spotted around Giga Texas were only equipped with semi-dark tints. One such vehicle that was spotted in February was even speculated to be fitted with an apparent steering wheel.

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