News
IIHS announces new ratings set for the safeguards of semi-autonomous vehicles
The Insurance Institute for Highway Safety (IIHS) has announced that it is developing a new ratings program that evaluates the safeguards that vehicles with partial automation employ to help drivers stay attentive.
The IIHS will use four levels for rating the safeguards: good, acceptable, marginal, or poor. Vehicles with “good” safeguard system ratings will need to ensure that the driver’s eyes are directed at the road and their hands are either on the wheel or ready to grab it at any point. Vehicles with escalating alert systems and appropriate emergency procedures when a driver does not meet those conditions will also be required, the IIHS said.
Expectations for the IIHS are that the first set of ratings will be released in 2022. The precise timing is currently not solidified as supply chain bottlenecks have affected the IIHS’ ability to obtain test vehicles from manufacturers.
IIHS President David Harkey believes a rating system for these “driver monitoring” systems could determine their effectiveness and whether safeguards actually hold drivers accountable. “Partial automation systems may make long drives seem like less of a burden, but there is no evidence that they make driving safer,” Harkey said. ” In fact, the opposite may be the case if systems lack adequate safeguards.”
Self-driving cars are not yet available to consumers, the IIHS reassures in its press release. While some advertising operations or product names could be somewhat misleading, the IIHS admits that some vehicles have partial automation. However, the human driver is still required to handle many routine driving tasks that many of the systems simply cannot perform. The driver always needs to be attentive and monitor the vehicle’s behavior, especially in case of an emergency where the driver needs to take over control of the car. The numerous semi-autonomous or partially automated programs on the market, like Tesla Autopilot, Volvo Pilot Assist, and GM’s Super Cruise, to name a few, all have safeguards in place to help ensure drivers are focused and ready. However, the IIHS says that “none of them meet all the pending IIHS criteria.”
The previously named partially automated driving systems all use cameras, radar, or other sensors to “see” the road. Systems currently offered on the market combine Adaptive Cruise Control (ACC) and lane centering with other driver assistance features. Automated lane changing is becoming common as well, and is a great example of one of these additional features.
Regardless of how many features a semi-autonomous driving program has, all of them still require the driver to remain attentive and vigilant during operation. This does not mean that all drivers maintain attention, as some may use cheat devices or other loopholes to operate a vehicle with semi-autonomous features in a fully autonomous way. Additionally, the IIHS mentions in its press release that some manufacturers “have oversold the capabilities of their systems, prompting drivers to treat the systems as if they can drive the car on their own.”
RELATED:
Level 2 systems like Tesla Autopilot can improve drivers’ attentiveness: IIHS study
The main issue is the fact that many operators deliberately misuse the systems. IIHS Research Scientist Alexandra Mueller is spearheading the new ratings program, and she says that abuse of the systems is one of many problems with semi-autonomous vehicle features.
“The way many of these systems operate gives people the impression that they’re capable of doing more than they really are,” Mueller said regarding the features. “But even when drivers understand the limitations of partial automation, their minds can still wander. As humans, it’s harder for us to remain vigilant when we’re watching and waiting for a problem to occur than it is when we’re doing all the driving ourselves.”
There is no way to monitor a driver’s thoughts or their level of focus on driving. However, there are ways to monitor gaze, head and hand position, posture, and other indicators that, when correctly displayed, could be consistent with someone who is actively engaged in driving.
The IIHS’ new ratings program aims to encourage the introduction of safeguards that can help reduce intentional and unintentional misuse. They would not address the functional aspects of some systems and whether they are activating properly, which could also contribute to crashes. It will only judge the systems that monitor human behaviors while driving.
“To earn a good rating, systems should use multiple types of alerts to quickly remind the driver to look at the road and return their hands to the wheel when they’ve looked elsewhere or left the steering unattended for too long. Evidence shows that the more types of alerts a driver receives, the more likely they will notice them and respond. These alerts must begin and escalate quickly. Alerts might include chimes, vibrations, pulsing the brakes, or tugging on the driver’s seat belt. The important thing is that the alerts are delivered through more channels and with greater urgency as time passes,” the IIHS says. Systems that work effectively would perform necessary maneuvers, like bringing the vehicle to a crawl or a stop if drivers that fail to respond to the numerous alerts. If an escalation of this nature occurs, the driver should be locked out of the system or the remainder of the drive, or until the vehicle is turned off and back on.
The rating criteria may also include certain requirements for automated lane changes, ACC, and lane centering. Automated lane changes should be initiated, or at least confirmed, by the driver before they are performed. If a vehicle comes to a complete stop when an ACC system is activated, the system “should not automatically resume if the driver is not looking at the road or the vehicle has been stopped for too long.” Lane centering features should also encourage the driver to share in steering, rather than switching off automatically when the driver adjusts the wheel. This could discourage some drivers from participating in driving, the IIHS said. Systems should also not be used if a seatbelt is unfastened, or when AEB or lane departure prevention is disabled.
“Nobody knows when we’ll have true self-driving cars, if ever. As automakers add partial automation to more and more vehicles, it’s imperative that they include effective safeguards that help drivers keep their heads in the game,” Harkey said.
I’d love to hear from you! If you have any comments, concerns, or questions, please email me at joey@teslarati.com. You can also reach me on Twitter @KlenderJoey, or if you have news tips, you can email us at tips@teslarati.com.
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
