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Nikola Motor unveils 1,000 HP hydrogen-electric truck with 1,200 mi. range
Nikola Motor Company unveiled its zero emissions Class 8 truck at company headquarters this week. Dubbed the Nikola One, the once all-electric prototype now hydrogen powered, boasts an incredible 1,200 miles of range and will be stiff competition for Tesla’s planned entry into the long haul trucking segment with its all-electric Tesla Semi.
Nikola One is sleek and futuristic. Because it has no diesel engine, the cab can be pushed forward as far as possible to give the driver a panoramic view of the road ahead. Individual electric motors for each of its six wheels provides an incredible 1,000 horsepower and 2,000 lb-ft of torque. Both numbers are considerably higher than for a typical tractor.
Power comes from a 320 kWh battery developed by the company. “Our battery engineers have made major advances in storage and cooling,” said Nikola founder and CEO Trevor Milton. “We believe our lithium battery packs are more energy dense and weigh less than any available vehicle production pack per kWh.”
The company had previously designed Nikola One as an electric truck that would have a range extender via a turbine powered by natural gas. But at the reveal, the company announced the turbine has been replaced by a hydrogen fuel cell that will keep the battery charged and provide a range between 800 to 1,200 miles.
The prototype on display this week is technological marvel. An array of sensors and cameras permit the driver to have a full 360º view around the entire rig at all times, eliminating blind spots all together. Inside the cab there is room for a one or two full size beds, a refrigerator/freezer, a 40″ curved 4K TV with Apple TV, as well as Wi-Fi and 4G LTE connectivity. Comfort and convenience for the driver will be unparalleled.
The company says it is evaluating a number of locations for its factory. “Nikola will build a world-class advanced manufacturing facility which will create thousands of new jobs,” says Trevor Milton. He claims the factory will be able to build 50,000 trucks a year by 2020.
So far, one might be forgiven for thinking the Nikola One is mostly vaporware except for one thing. The company has struck a deal with Ryder Systems, which has agreed to be Nikola’s exclusive nationwide distribution and maintenance provider. Ryder has a network of over 800 service locations in North America today.
“We are extremely excited to finally show off the Nikola One to the public for the first time,” said Milton. “There are many out there that wondered if we would deliver, but today we proudly show off the most advanced semi-truck ever built. We couldn’t be more thrilled to have one of the best brands in America, Ryder, as our trusted partner providing nationwide sales, service and warranty for Nikola Motor Company.”
The financial plan for the company calls for leasing the trucks for 72 months at rates of between $5,000 and $7,000 a month. The lease fee will cover all scheduled maintenance at a Ryder facility and the cost of hydrogen fuel. Talking a page from the Tesla playbook, Nikola is accepting reservations for its battery/fuel cell Class 8 truck. It says it has received billions of dollars worth of deposits which cost $1,500 and are fully refundable.
Meanwhile, Elon Musk has let it be known that he also has his eye on the heavy truck market. We can be sure his vision for a Tesla Semi won’t involve any onboard fossil fueled range extender engines or what he dismissively calls “fool cells.”
The Coast of Hydrogen
Nikola says it intends to develop a network of 350 hydrogen fueling stations across North America for its trucks, beginning in 2018. It would be similar to the Supercharger network Tesla has been building to support long distance travel for its fleet of electric cars. But here’s the rub.
Hydrogen refueling stations cost $2 million or more to construct. It is estimated that a typical Tesla Supercharger location costs about one tenth as much to build. Exactly who will be paying for the hydrogen refueling system is unclear. And there are other issues with using hydrogen. Yes, the waste products of a fuel cell are water vapor and heat. But getting the hydrogen requires tremendous amounts of energy.
In the US, most hydrogen is derived from natural gas. Take the process back a step or two and that natural gas is often the result of fracking, a process that at the very least is controversial and at worst results in heavy pollution of the land and groundwater in the vicinity. Whether the Nikola One can accurately be called “zero emissions” is a matter for debate.
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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.
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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
