News
Lucid launches its biggest OTA update yet with ‘hundreds’ of new features
Lucid announced this morning it had launched Lucid UX 2.0, its most extensive and biggest software update, which packs “hundreds of updates and new features for every Lucid Air on the road.”
Designed as a “true software-defined vehicle,” Lucid says the Air will benefit vastly from the array of new improvements. Including new features like “Instant-On” Glass Cockpit and Pilot Panel Displays, the launch of “Highway Assist” for DreamDrive, and redesigned on-screen layouts, Lucid said the complementary update makes the vehicle more enjoyable and easier to use.
A defining moment for our software-defined vehicles. Our latest software update, Lucid UX 2.0, is our most significant rollout yet. Learn about our new features and overall improvements. #DreamAheadhttps://t.co/yvLFpBPchz pic.twitter.com/w0Cdbi0MNS
— Lucid Motors (@LucidMotors) October 13, 2022
Since launching deliveries of the Air last year, Lucid has worked to ramp production and solve supply chain issues that have plagued the automaker’s progress. Yesterday, the company announced one of its strongest quarters to date, with 2,282 units produced last quarter with 1,398 delivered.
It has been a bright spot on a relatively disappointing year as Lucid has trimmed delivery projections for 2022 on two occasions. First aiming for 20,000 vehicles produced in 2022, then slashing to between 12,000 and 14,000 vehicles. In August, Lucid pushed this goal back to between 6,000 and 7,000 vehicles.
Software Improvements
Lucid’s early EV software has been hit-and-miss, with some owners detailing various issues with basic functions that have made the vehicles stressful to drive. However, the automaker has developed a vast update that starts at the heart of software. SVP of Digital for Lucid, Michael Bell, detailed the improvements:
“This extensive software update, comprising tens of millions of new lines of source code across nearly every updateable computer in the vehicle, is achievable because the Lucid Air was engineered from the start with the capability to get better over time. Thanks to our integrated software and hardware engineering, Lucid has the in-house technical depth to enhance our vehicles long after they leave the assembly line.”
The Lucid UX 2.0 is completely designed and fabricated on owner feedback and ideas, Derek Jenkins, Senior VP of Design and Brand said. “Lucid’s truly innovative user interface becomes easier to use and even more aesthetically beautiful in each iteration, delivered seamlessly over-the-air to the vehicle.”
Glass Cockpit and Pilot Panel Displays
- “Instant-on” displays, so the car is ready to drive as soon as the driver sits down and buckles up.
- New on-screen layout for the Glass Cockpit display, moving the controls for the most-used apps like Home, Navigation, Media, and Phone to make Lucid UX more ergonomically friendly than ever.
- Updated Navigation and maps, with turn-by-turn directions now appearing on the center display directly ahead of the driver.
- More-intelligent prediction of remaining range, so drivers know even better what they can expect on the road.
- Do more with Alexa Built-In voice control, such as change the climate control settings for the rear seat.
- A more user-friendly browsing experience for third-party media apps, making it easier to see options, select favorite tunes, and start listening more quickly.
DreamDrive and Advanced Driver Assistance Systems
- Highway Assist with active lane centering and adaptive cruise control, allowing for even greater driving comfort on long journeys.
- Rear Pedestrian Collision Protection is now also enabled when the vehicle is in Drive and rolling backwards.
- Improvements to visual cues for Park Distance Warning feature.
Intelligent Micro Lens Array Headlights
- High Beam Assist that detects not only other vehicles, but other sources of nearby light, and automatically switches to low beams when most appropriate.
- Automatic headlight leveling with sensor-based adjustments for height and vehicle angle in relation to the ground.
Vehicle Entry and Exit
- New De-Ice Mode combines defrost, automatic wiper blade movement, and wiper fluid to clear ice that may be obstructing the view through the windshield.
- A number of measures to make automatic locking and unlocking simpler, more intuitive, and more responsive with both the key fob and Mobile Key, as well as additional user-customizable settings.
Disclosure: Joey Klender is not an LCID shareholder.
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
