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Social media and Musk’s vision continues to upend the automotive business model

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8 years ago

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There is a thin line between success and failure in the automotive business, which is especially the case when your company’s business model upends an entire industry. From the beginning, serial tech entrepreneur Elon Musk knew the power of social media and used it to introduce his vision for the future through Tesla and SpaceX, instead of through lavish, broadcast advertising.

Musk presents his vision in many mediums, such as participation in global causes and Q&A sessions with the public, but most importantly via social media. The guru of social marketing did it again recently when he responded to a girl’s suggestion to consider fan-submitted commercials for Tesla, now known as Project Loveday.

Project Loveday is brilliant marketing and shows Musk’s humanity. The tweet’s subject matter reminds me of the classic Coke commercial featuring Mean Joe Green and a kid receiving a jersey from the hobbled warrior.

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For old-school Tesla freaks, Tesla’s CEO has been working the Twitter feed since the infamous “Tesla breakdown” back in 2012. This centered around a contributing writer at the New York Times and his test drive of the Model S for the publication. His name was John Broder and the main photo that ran with the article was a Model S on the back of tow truck. The car’s battery was dead. Broder ran out of juice.

However, the car logs showed the vehicle doing loops around the city instead of going directly to its destination in Connecticut. Musk shot back at the author and the story gained huge traction in social and traditional media.

Fast forward nine months later, I attend the first Supercharger unveiling in Illinois and meet a non-Tesla owner, in his late twenties, that came with other Tesla owners to have lunch. This fellow was a software engineer and told me how he became a reservation holder after the John Broder incident blew up on social media.

This millennial marketing style works because the message cuts through the daily noise and is very authentic. Why don’t more automakers take this cue?

Recently, electric car advocate Chelsea Sexton mentioned this in a recent Facebook post about how some European fans (or team?) created a Gigafactory 2 in the Minecraft platform. If you have a kid under 12, then you know about Minecraft and its 3-D virtual world, where you can build massive, visual environments via tablet or computer.

Sexton, who did time with General Motors some years ago, mentioned that “this is the umpteenth example of how much the EV industry and movement are missing out by not better leveraging the driver and enthusiast communities.” Sexton should know as she was there when GM killed their first electric car in the nineties.

Even crusty Bob “could have been a contender” Lutz feels CEO visibility is necessary for our fast-moving media landscape. “I do not see the media, or open media exposure, as a negative, says Lutz in his self-congratulatory book, ‘Car Guys vs. Bean Counters.’ “A frank, open, and candid approach, with lots of easy access to the CEO, is a winning strategy.”

The irony of crusty Bobby Lutz — paired with gruyere is fantastic — is that he once said that Tesla is “almost like a religious cult” due to the company’s promise of future growth and commanding presence across social media. I think of Apple and their burgeoning cult from the 1990s and early 2000s.

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How did that turn out?

Lutz is envious; he never was the top guy at any of the big automakers. Barra at GM doesn’t get it and Marchione does to some degree, but he talks industry consolidation or the “chicken tax” during his media forays. And, dont’ get me wrong, industry consolidation is smart for big automakers but misses on some crucial points: lack of an exciting vision (future), the car consumer and any feeling.

My take is Musk won’t be denied and I’m worried about other U.S. carmakers as they realize how fast the game is changing and don’t have the culture to “think on their feet.”

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"Grant Gerke wears his Model S on his sleeve and has been writing about Tesla for the last five years on numerous media sites. He has a bias towards plug-in vehicles and also writes about manufacturing software for Automation World magazine in Chicago. Find him at Teslarati

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Lifestyle

Tesla brings perhaps the coolest interior feature to cars in latest update

Tesla adds on to the “fun” aspect of its vehicles.

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2 weeks ago

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July 30, 2025

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Credit: Tesla

Tesla has brought perhaps the coolest interior feature to its cars in a new update that is rolling out to vehicles now.

The feature will require a newer vehicle that has interior ambient lighting, which is present on the new Model S, Model X, Model 3 “Highland,” and Model Y “Juniper.” The Cybertruck also has ambient lighting strips throughout.

Tesla Model Y’s ambient lighting design changes revealed in leaked video

With the Version 2025.26+ Software Update, Tesla is rolling out a new “Sync Accent Lights w/ Music” feature, which is available on the Tesla Toybox:

To enable the feature, you’ll access the Toybox, choose “Light Sync,” and then choose “Sync Accent Lights w/ Music.”

Although it does not improve the performance of the vehicle, it is yet another example of Tesla making one of the coolest cars out there. This is truly a cool add-on that can be used to impress your friends and family.

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xAI, Musk Foundation helps schools near Memphis supercomputer site

Reports of xAI and the Musk Foundation’s work were recently posted by local news media.

Published

3 weeks ago

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July 26, 2025

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xAI-supercomputer-memphis-environment-pushback
(Credit: xAI)

Elon Musk’s artificial intelligence startup xAI and the Musk Foundation have been supporting Memphis-Shelby County Schools with HVAC repairs and facility upgrades, while also funding youth programs for students in the area. 

Reports of xAI and the Musk Foundation’s work were recently posted by local news media.

xAI’s school visits lead to facility repairs

Representatives from xAI visited John P. Freeman Optional School, Fairley High School, and Westwood High School, all of which are located near its Colossus supercomputer site, to assess HVAC systems, plumbing, gym facilities, and athletic fields. The visits resulted in a list of priority repairs, some of which were completed in April and May.

In addition to the repairs, xAI also shared a number of initiatives that are planned for students in the area, as stated in a Commercial Appeal report.

“xAI is working on providing STEM workshops for local students, donating equipment to technical training programs, and supporting job fairs to boost employment opportunities. These initiatives reflect xAl’s commitment to fostering education and economic growth in Memphis,” xAI noted in a statement.

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Musk Foundation donation

Apart from xAI, the Musk Foundation also donated $350,000 to the Boys & Girls Clubs of Greater Memphis, enabling the reopening of two club sites located at Booker T. Washington High School and Westwood High School. Both locations had closed earlier this year due to lapses in funding. As per xAI, the Musk Foundation’s donation allows clubs to reopen for almost 1,000 students. 

The donation will fund staffing, supplies, and transportation, among others. “Kids are the future of humanity,” Elon Musk said in a statement, adding that students need “every chance to shoot for the stars.”

“We’re honored to support the Boys & Girls Clubs of Greater Memphis in reopening these sites, giving kids in underserved communities the tools to build brighter futures,” Musk said.

The gift was praised by local officials, including Boys & Girls Clubs board chair Michael Garriga, who stated that the “commitment will ensure the youth of our community have the opportunities they need to develop their skills and talents to become successful students and future citizens.”

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EV fans urge Tesla to acquire Unplugged Performance for edge in fleet and security industry

Unplugged Performance has built a name for itself by producing performance upgrades for Tesla vehicles.

Published

1 month ago

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July 12, 2025

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Credit: Unplugged Performance

A growing number of Tesla enthusiasts and longtime community voices are calling on the electric vehicle maker to acquire Unplugged Performance, a California-based aftermarket company best known for tuning Tesla vehicles and developing specialized government fleet solutions under its UP.FIT division.

The idea was once considered a niche proposal among EV fans, but it is now gaining serious attention not just as a performance play but as a strategic move to deepen Tesla’s roots in the fleet and security industry. 

A strategic fit

Unplugged Performance has built a name for itself by producing performance upgrades for Tesla vehicles, from track-optimized components to visual and aerodynamic upgrades. But in recent years, its UP.FIT division has pivoted toward a more functional future by outfitting Tesla vehicles like Model Ys for police, military, and government use.

That work has sparked growing calls for closer collaboration with Tesla, especially as the EV maker increasingly leans into autonomy, AI, and fleet services as core components of its next chapter.

“I posted this four years ago, but I think it’s more true now than ever,” wrote Whole Mars Catalog, a well-known Tesla investor and FSD Beta tester, on X. “Tesla should buy Unplugged. But not just as a Performance division. What they are doing with UP.FIT unlocks large government and commercial fleet purchases that can improve utilization.”

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Tesla fans such as shareholder Sawyer Merritt echoed the sentiment, calling Unplugged a “great fit within Tesla.” adding, “They are literally located directly next to Tesla’s design studio in Hawthorne.”

Enabling the next wave

Supporters of the idea noted that integrating Unplugged into Tesla’s corporate structure could help accelerate the adoption of autonomous technologies in government sectors. With UP.FIT patrol cars already in use across some U.S. police departments, Tesla fans envisioned a future where self-driving Teslas could potentially revolutionize law enforcement, search-and-rescue, and public service logistics.

“Just imagine how autonomous patrol cars could transform policing and bring us into a safer future,” the veteran FSD tester wrote.

The benefits could also extend to Tesla’s existing consumer base. “They also have some incredible products in the works that I think will appeal to many ordinary Tesla drivers — not just those looking for performance or mods. Stuff that’s so good it should have come straight from the design studio next door,” Whole Mars Catalog noted.

Unplugged Performance, founded in 2013, shares not just a product vision with Tesla, but also geography. Its Hawthorne headquarters sits directly adjacent to Tesla’s design studio, and the two companies have maintained a close working relationship over the years. The aftermarket firm has long positioned itself as a “mission-aligned” partner to Tesla.

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In response to the recent calls for acquisition, Unplugged Performance acknowledged the support from the community. “Our very existence is to support the Tesla mission with @UpfitTesla and @UnpluggedTesla,” Unplugged CEO Ben Schaffer posted on X. “We love working with Tesla and are grateful for the community’s support since 2013!”

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