Lifestyle
Social media and Musk’s vision continues to upend the automotive business model
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.
Thank you for the lovely letter. That sounds like a great idea. We'll do it! https://t.co/ss2WmkOGyk
— Elon Musk (@elonmusk) March 2, 2017
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.
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?
High-five from Elon Musk himself at Century City for the #Model3. Now THAT's a CEO!! pic.twitter.com/cwE38kmxp8
— TESLARATI (@Teslarati) March 31, 2016
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.
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.”
A former Vancouver police sergeant with ALS accounts his journey to become a patient for Elon Musk’s Neuralink wireless brain-computer interface technology.
“I’m texting you from my brain right now.” That was the first message Lee Marten sent after waking up from Neuralink surgery, five hours and one migraine after dozens of threads were stitched into his motor cortex.
Marten, a former Vancouver police sergeant, is one of the first Canadian ALS patients to receive Neuralink’s N1 brain implant, and the 26th recipient overall. He tells his story in a first-person account published by Maclean’s.
Marten recounts how he was a healthy, athletic Vancouver police sergeant until April 2022 when symptoms of muscle twitching and balance loss, were followed by a bad fall that broke his leg. He would eventually be diagnosed with ALS in early 2025 at the age of 47. ALS, also known as Lou Gehrig’s disease, is a fatal neurodegenerative disease that progressively destroys the motor neurons controlling voluntary muscle movement, eventually taking away a patient’s ability to walk, speak, swallow and breathe. There’s no cure, and most patients live two to five years after diagnosis.
He describes the devastation of the diagnosis and how he began preparing for it while connecting with other young ALS patients through a WhatsApp group called Young Guns. Through that group he learned about a Neuralink clinical trial at Toronto Western Hospital and, after a roughly seven-month vetting process (physical assessments, psychiatric evaluation, a final interview with the Neuralink team), was accepted this past April as the trial’s 26th recipient and the first Canadian ALS patient to get the N1 implant. He recounts the May surgery in detail, including the robotic system that stitched 64 threads into his brain, and describes the app, Link, translating his neural signals into cursor control, which he was using within hours of waking up.
Marten walks through what daily use looks like, including weekly “brain training” exercises, a real-time neural-activity display, charging the implant via a beanie-mounted MagSafe charger, and using the implant for emailing, texting, social media, and gaming via a “Magic Box” that connects it to other devices. He also gives brief context on brain-computer interface history and quite candid about Musk, calling him “divisive” but saying he found him “easy to admire.
The piece closes on a heavier note, with Marten seeking to pursue medical assistance in dying as his symptoms progressed, noting that he’ll be able to communicate his final words to his family through Neuralink rather than facing a silent decline. He expresses hope the data from his case will help future ALS patients, even without a cure in his own lifetime.
Investor's Corner
Tesla Robotaxi gets a massive upgrade in Nevada
Nevada regulators just approved a massive expansion of Tesla’s robotaxi fleet across the entire county.
Tesla’s robotaxi footprint in Nevada just grew by roughly 500 times in a single regulatory vote.
The Nevada Transportation Authority approved Tesla’s full Autonomous Vehicle Network Company permit on Thursday, clearing the way for the company to deploy up to 5,000 driverless vehicles across Clark County over the next 12 months. The decision came during a four hour general session meeting that Tesla investor Sawyer Merritt watched live and reported on X, noting the vote replaces the interim order that had limited Tesla to just 10 robotaxis on a narrow stretch of the Las Vegas Strip.
EXCLUSIVE: Tesla has just officially received approval for its full Autonomous Vehicle Network Company permit in Nevada, clearing the way for Tesla to launch a paid public Robotaxi service in Las Vegas.
This officially allows @Tesla to deploy up to 5,000 robotaxis over the next… pic.twitter.com/DPs5UtUlrE
— Sawyer Merritt (@SawyerMerritt) August 20, 2026
That earlier cap, covered here after it surfaced on August 13, came with restrictions that looked stricter than what Tesla runs in Austin: a 45 mph speed ceiling, no airport pickups, and a geofence confined to the Strip corridor. The new approval extends Tesla’s operating authority to all of Clark County, with room to request an even wider geofence across the state.
Tesla representatives at the meeting said they have no intention of putting 5,000 cars on the road right away. Commercial rides are expected to start within 30 days, pending vehicle inspections, insurance filings, and fare approval, the standard steps every robotaxi operator in Nevada has had to clear.
Tesla’s own Robotaxi account replied to the news with a short line, The golden future is upon us.
The timing lines up with Tesla’s broader robotaxi push this month. The company is preparing to open Cybercab rides to the public in Austin as soon as this month, and it opened a sweepstakes for riders to win a seat at the launch event. Tesla filed its original application for a 5,000 vehicle Nevada fleet back in June, a request regulators trimmed to 10 vehicles when they issued the interim order in July. Thursday’s vote effectively grants the number Tesla asked for from the start.
Zoox, the Amazon owned robotaxi operator, has run in Nevada since 2025 and was capped at 100 vehicles before Thursday’s decision. Tesla’s new ceiling puts it well ahead of that comparison on paper, though the company has said its actual fleet size will depend on how quickly FSD v15 rolls out, the software update executives have called the gateway to scaling unsupervised robotaxi operations nationwide.
Elon Musk
India tells Elon Musk’s X to “Follow the Law” in latest censorship update
Elon Musk says X now exposes government censorship, but India’s secrecy laws complicate that promise.
Elon Musk’s promise to make government censorship requests on X “clearly visible” is running into a wall in India, where the law forbids the very disclosure Musk is promising.
On August 15, Musk responded to an update from X’s open-source algorithm team by writing “Any censorship required by governments is now clearly visible.” The claim referred to a change X pushed two days earlier to its public xai-org/x-algorithm repository, which now includes a controversial filter written directly into the code. The filter suppresses posts from 665 accounts flagged by Brazil’s Superior Electoral Court from appearing in the For You feed of any viewer located in Brazil, unless the viewer already follows the account. The election tied to the filter is scheduled for October 4.
India’s government wasn’t as impressed, and responded on Monday that “X will have to follow the law of the land,” in response to Musk’s transparency push covered by the Times of India. The problem is structural rather than political. India issues content blocking orders under Section 69A of its IT Act, and Rule 16 of the accompanying 2009 Blocking Rules requires those orders to stay confidential. Publishing an India equivalent of the Brazil filter, naming specific accounts and citing specific government orders, would itself violate Indian law. Government use of Section 69A has grown from roughly 6,000 orders a year between 2018 and 2023 to about 24,300 in 2025, according to a Tech Times report.
The contrast puts Musk’s transparency pledge in an odd spot. It works largely as advertised in Brazil, where electoral law requires disclosure and X can point to specific account IDs and a specific court order in public code. It cannot work the same way in India, where the law requires the opposite. X users in India will keep seeing content disappear from search and their feeds without any public accounting of why, even as X tells the rest of the world that its censorship compliance is now inspectable.
This isn’t the first time X’s fights with a national government have shaped how the platform operates. Brazil’s Supreme Court ordered X to suspend the accounts of sitting lawmakers and journalists in 2024, a standoff that cost X its Brazilian revenue for months and froze Starlink’s local accounts before the investigation into Musk and X was closed in March with no evidence of wrongdoing found. X also sued California over a state law requiring moderation disclosures, arguing the mandate itself violated the First Amendment.
Whether India’s government pursues anything beyond a public statement remains to be seen. For now, the mismatch between what X can legally publish and what different governments legally allow it to publish is the real story behind Musk’s seven word claim.
Police sergeant recounts his Neuralink journey with Elon Musk’s brain chip
Tesla Cybercab uses a unique strategy for picking up the right rider
