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How much is EV manufacturer branding going to matter in the long term?

(Image: Tesla)

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German publication Das Spiegel came out with a very good analysis on the car industry in the country and how new technology is changing its landscape significantly. Yes, it went over how far behind the former auto industry leader is now in terms of electric vehicles, but what I found even more interesting were the details hashed out about self-driving technology.

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German auto makers are woefully behind in the tech, especially compared to companies like Waymo; however, most of those companies are looking to license their products rather than compete with car companies directly (unlike Tesla’s Master of the Universe approach). We’ve heard about the promises that autonomous taxi networks will live up to, so now I’ve started to wonder.

How much is manufacturer branding going to matter in the long term? Will the auto industry head towards a future similar to the airline industry? As Das Spiegel puts it, “At the end of the day, people don’t fly with a brand like Airbus or Boeing, they do so with an airline like Lufthansa or Emirates.”

Additionally, is it going to matter how well everyone (i.e., legacy auto) keeps up with EV makers when transportation overall is going to change so significantly that the old sales models will no longer apply?

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Citing Waymo CEO John Krafcik’s perspective on Autopilot-type programs as a prompt, the article explains, “…companies could be making money not only from the sale of vehicles but also from every single mile the customer travels… That will be even truer once human drivers, the greatest cost factor in an autonomous vehicle, are completely eliminated. Taxis without drivers, maintenance trips without staff, deliveries without deliverers — in this new world, there will be no salaries or benefits to pay and the machines only go on strike when they have technical problems.” What happens when humans neither impact the manufacturing and service decisions and play a much smaller role in the purchasing decisions?

It seems like German automakers have been very slow to come around to the EV future due, in part, to a nostalgia for what the driving experience used to be and still is for those who still pay premium prices for such ‘driving machines.’ If the future of car ownership is going to be handed over to merely what’s most efficient for place-to-place travel, though, what does that mean for this industry’s experience factor when the engine is eliminated for electric motors and passengers aren’t even paying attention to the feeling of their wheels on the road, the turning radius, the pedal response, etc.?

Sure, some of these things will matter. Using the airline metaphor, customers have serious opinions about the kind of plane they travel in. Small seats and shaky cabins get terrible reviews, but when you need a ticket to your family reunion and price is the biggest factor in your decision, how much input does a customer really have when it comes to the vehicle being used to transport them? Car companies today are appealing to consumers as individuals, but when the consumers start becoming just one number in a larger “base” of people hailing a ride, or perhaps individual business owners looking for the most cost-efficient vehicle to generate money while they’re not using it, what does that mean for the whole “driving experience” model?

Will companies like BMW and Porsche switch over to a pooling type approach, appealing to taxi companies and the like instead of the mom or dad that has kids? Will they purchase all of their parts for various suppliers and just concentrate on body design and tech offerings? Are subscription services similar to cellular companies? On ride-hailing apps, customers choose the size or general style of the car they want to take, but that’s obviously a starkly different decision process than seeing ads, browsing at dealerships, taking test rides, etc.

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Tesla will probably be an initial bellwether for how customers will respond to the transition, but I do wonder how much the airline metaphor will play out. WiFi, drink selections, destination discounts, travel package offers, etc., combined with other in-car luxuries like individual temperature controls and so forth will come along I’m sure. But, still.

What happens to, “Because we promised you a Mercedes Benz, that’s why…,”?

Accidental computer geek, fascinated by most history and the multiplanetary future on its way. Quite keen on the democratization of space. | It's pronounced day-sha, but I answer to almost any variation thereof.

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Elon Musk

Tesla FSD is about to know your specific house and neighborhood better than any map

Tesla confirmed it is building a feature that lets you teach your car where to go.

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Tesla FSD 14.3 [Credit: TESLARATI)

Tesla is building a feature that will let drivers talk to their car in plain language and teach it exactly what to do, with the vehicle remembering those instructions for every future trip. Tesla VP of AI Software Ashok Elluswamy confirmed it this week on X after a user pointed out one of FSD’s most persistent real-world limitations is that the system has no way to receive contextual instructions the way a human driver would.

“FSD would be twice as useful in neighborhoods if I could actually talk to the car and tell it which driveway to pull into, the same way I would with a person driving me home. Right now, there isn’t really an input for telling Tesla what color the house is or giving it specific context like that. Google Maps is also notorious for putting pins on houses that aren’t actually yours.” Tesla owner Chris further noted, “It would be so cool if I could talk to the car while going down my street and say something like, ‘It’s the white house on the left, just past that SUV,’ and then have FSD remember that for next time.”

This feature would carry more weight than it might seem. Grok has been available inside Tesla vehicles since July 2025, expanded to European vehicles in February 2026, and gained a hands-free “Hey Grok” wake word with location-based reminders and natural-language navigation in the Spring 2026 update. But up to this point, Grok has had no authority over how FSD actually drives. Lane changes, braking, speed, and parking maneuvers remain entirely within FSD’s autonomous decision-making loop. What Elluswamy confirmed is that the next step pushes Grok into a supervisor role, one that translates spoken intent directly into driving decisions.

Tesla teases greater Grok FSD integration and ‘Banish’ feature ‘in about 3 months’

Elluswamy acknowledged at a January 2026 conference that while fully integrated voice control is on Tesla’s roadmap, “it opens up an entire area of testing that we have to do. For example, you shouldn’t be able to tell the car to crash, and it shouldn’t crash.” Elon Musk subsequently confirmed on June 23 that Grok voice commands will pass to FSD’s planning layer by September 2026, a three month timeline from confirmation to deployment.

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The deeper significance is what this does for Tesla’s AI training flywheel. Every time an owner corrects FSD with a spoken instruction and the car learns and remembers it, that interaction becomes a data point covering an edge case that no simulation or scripted test could have generated. A fleet of millions of Tesla vehicles crowdsourcing hyper-local contextual knowledge, which driveway, which gate entrance, which side of the street, builds a layer of geographic and behavioral intelligence that competitors without a comparable fleet simply cannot replicate at the same speed or scale.

As Teslarati has reported, Tesla’s Cybercab and robotaxi operations have expanded to Miami following the Austin launch, with rider profiles already collecting preference data. Voice-taught contextual instructions linked to individual rider profiles means a Cybercab could eventually know before it arrives exactly which entrance to use, where to wait, and how to navigate the final hundred feet of any trip it has made before.

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Lifestyle

Tesla app update makes Robotaxi ownership make a lot more sense

Tesla’s app now shows a live indicator when your car is actively driving itself.

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A recent Tesla app update, released last week  (4.58.5), gives visibility on whether a vehicle is navigating in its semi-autonomous mode or being drive by a human driver. The updated app now displays a live “Self-Driving” indicator in bright blue text directly beneath the vehicle’s speed readout whenever Full Self-Driving is actively engaged, along with the signature glowing blue navigation path that FSD users see on the main touchscreen. It is a small visual update with meaningful implications for how Tesla owners monitor their vehicles remotely.

The feature was first spotted in the wild by X user Jordan Camina, who shared video of a Hardware 3 Model S displaying the new animation through the app while driving. That detail is significant because it confirms the update is not limited to newer HW4 vehicles. It works across hardware generations, and Tesla confirmed it will eventually support all vehicles regardless of chip platform once both the app and vehicle software are updated. The vehicle side requires software version 2026.20.6.1, which has reached nearly 40% of the fleet so far, as monitored by NotaTeslaApp.

The feature makes the most practical sense when viewed through the lens of Tesla’s expanding robotaxi operation. In a robotaxi context, the owner of a vehicle generating ride revenue has a direct financial and safety interest in knowing whether their car is operating under autonomous control at any given moment. The app’s new FSD indicator gives fleet owners exactly that visibility, the same way a logistics company monitors whether a delivery driver is following the planned route. It also carries implications for Tesla’s insurance model. Tesla’s own insurance product prices premiums in part based on FSD engagement rates, and real-time visibility into when FSD is active creates a feedback loop that could eventually tie directly into policy pricing. For individual owners who have opted their personal vehicles into the robotaxi network, the update effectively turns the Tesla app into a fleet management dashboard, one that tells you whether your car is earning money, whether it is driving itself to do it, and whether everything is operating the way it should from wherever you happen to be.

Tesla expands Robotaxi to Florida, marking its third state for autonomy

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As Teslarati has reported, Tesla launched unsupervised robotaxi rides in Miami this summer, a milestone that makes a remote FSD status indicator significantly more practical than a cosmetic feature. When a vehicle is operating as a robotaxi without a driver present, the owner or fleet operator needs a reliable way to confirm autonomy is engaged. The app now provides exactly that.

As noted by NotATeslaApp, The update also arrived alongside a hint buried in the same app version that Tesla plans to use the cabin camera to verify driver identity before FSD can be activated. Pairing identity verification with a live autonomy status indicator points toward the infrastructure Tesla is building for a fleet of driverless vehicles that owners can monitor the way you would track a package delivery.

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Elon Musk

The Boring Company just doubled its tunneling power in Nashville

The Boring Company’s Prufrock MB2 is commissioned and ready to mine beneath Nashville’s streets.

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The Boring Company’s second tunnel boring machine, Prufrock MB2, is officially ready to dig in Nashville. The company confirmed the news on X, posting: “Prufrock-MB2 is ready to mine in Nashville! MB2 commissioning is complete, including the brief 11 rpm rotation shown here. Will MB2 catch up to MB1, who had quite the head start? And Prufrock-MB3 ships in August!”

MB2 arrives with meaningful improvements over its predecessor. Lessons learned from the launch and operation of MB1 have already been applied to MB2 to improve efficiency and prepare the machine for launch.

Traditional tunnel boring machines operate in a stop-and-go cycle, digging roughly five feet, halt, erect precast concrete segments to line the tunnel wall, then resume. That repeated interruption is one of the main reasons conventional tunneling is slow and expensive. Prufrock is designed to install the tunnel liner simultaneously with mining, eliminating the need to stop every five feet. The machine also skips the need for excavated launch pits. Prufrock arrives on a truck, tilts down, and launches into the ground within 24 hours. And when the tunnel is complete, it emerges from the ground and drives to its next launch site on a trailer, eliminating the need for expensive cranes or pit excavation. The machine is also fully electric and runs with zero people in the tunnel during normal operations, controlled remotely from a surface operations center.

It won’t be long before we hear of another major update on The Boring Company’s Music City Loop project – a planned underground transit network beneath Nashville that would move passengers in electric vehicles through a series of tunnels at highway speeds, and bypassing surface traffic entirely. Nashville was selected in part because of its strong rock conditions that suits the Prufrock machines well, and relatively less regulatory hurdles.

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Progress has been steady on multiple fronts. All 37 permits and approvals required ahead of tunneling have been obtained, out of 45 total. Key wins include a fully executed TDOT tunnel permit authorizing 25 miles of tunnel, unanimous airport authority approval for a Nashville International Airport station, and the city’s first residential station agreement serving downtown tower residents.

With MB1 already tunneling, MB2 now commissioned, and MB3 shipping in August, Nashville is becoming something of a live proving ground for scaled tunnel boring. The broader ambition is not limited to one city. The Boring Company’s stated goal is to make underground transportation a practical alternative to surface roads across major metro areas. Nashville is one of many cities, including a successful Las Vegas tunnel system, where that idea is being put to the test at real speed.

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