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Swedish unions, transportation agency comment on anti-Tesla strike efforts
Labor efforts continue against Tesla in Sweden, as the company faces strikes and sympathy strikes from multiple of the country’s largest unions that have now lasted well over a year. In recent months, these strikes have prevented Tesla’s buyers in the country from receiving their license plates directly from the transportation agency, along with stopping newly built Supercharger stations from being energized.
Tesla has been pursuing legal action for both of these issues, though Sweden’s long-standing history with a highly unionized workforce has some union and government officials scratching their heads as to why the company won’t sign a collective bargaining agreement. Originally approved by IF Metall, the country’s largest automotive and metalworkers union, the strikes have rippled into other major unions, including the government worker-focused Fackförbundet ST, and the Svenska Elektrikerförbundet (SEF) union, otherwise known as the Electricians’ Association.
In recent correspondence with Teslarati, Fackförbundet ST and the Transport Agency have shared their comments on the situation, after it was reported this week that the Electricians’ Association is under review from the Energy Market Inspectorate for its sympathy strike, and following Tesla’s latest appeal to an administrative court in hopes to force the Transport Agency to stop withholding license plates from the company.
🚨 UPDATE: IF Metall has contacted @Teslarati and said this regarding the strikes:
“When Tesla Sweden signs the collective agreement, the strike and sympathy strike ends immediately.” https://t.co/kAMxTvHdjV
— TESLARATI (@Teslarati) January 6, 2025
Fackförbundet ST: Tesla Sweden’s anti-union efforts are ‘remarkable,’ subject customers to ‘considerable inconvenience’
Sweden’s unions represent nine out of ten workers across the country, according to IF Metall, with that union’s membership alone representing about 300,000 employees in the metalworking industry. Fackförbundet ST called Tesla Sweden’s continued efforts to resist a collective bargaining agreement “remarkable,” highlighting that it believes the company should adhere to the country’s structures.
“It is remarkable that a well-established company like Tesla chooses to invest both time and significant resources, while also subjecting its customers to considerable inconvenience, simply to avoid implementing the highly effective regulatory framework (collective agreement) that has been carefully nurtured and appreciated by the social partners in Sweden for a long time,” wrote Anders Maxson, Fackförbundet ST Press and Opinion Manager, Communications and Impact, in an email to Teslarati.
“This is an example of a conflict between the Swedish system and a global company, and we do not believe it is too much to ask for large international companies to make certain adjustments to the systems of different countries.”
In response to the union, Tesla Sweden has said that it offers workers terms that are as good, if not better, than those that can be offered by the country’s unions.
Sweden’s Transport Agency: Why it dismissed Tesla’s demand, and company’s right to another appeal
After Tesla demanded that the Swedish Transport Agency resume providing license plates to the company in a way other than via postal delivery direct-to-consumer, it also urged the Karlstad administrative court this week to force mail provider PostNord to resume these deliveries.
Following the news, the Transport Agency explained why it dismissed Tesla’s demand to Teslarati, adding that the company also has a right to file such an appeal despite having been turned down by multiple other courts in the country throughout last year.
“The Swedish Transport Agency has received a demand from Tesla that license plates should be provided to the company in a way other than via postal delivery,” wrote Anna Berggrund, Department Vehicle Information Director. “However, the Swedish Transport Agency is of the opinion that it’s not possible for Tesla to make such a demand, since the question at hand emanates from the implementation of a task set upon the agency and not from an appealable decision. Therefore we have dismissed Tesla’s demand.
“Now Tesla has appealed against our dismissal to the Administrative Court, which is their right. The issue will now be examined by the Administrative Court. We await the outcome and do not want to make any further comments on the issue.”
Sweden’s Energy Market Inspectorate: Electricians’ Association grid operators ‘obligated’ to connect facilities, except under ‘special’ circumstances
Earlier this month, Tesla Director of Charging Max de Zegher said that over 100 Supercharger stalls that had been built over the winter were waiting to be energized due to the strike efforts, as they were being prevented from connecting to the country’s grid. The situation has resulted in an investigation from the Energy Market Inspectorate, which defended the Electricians’ Association in its right to participate in a sympathy strike in recent statements but said that the circumstances were currently under review.
“The Electricians’ Association as such does not commit any crime by taking sympathy measures,” said Jerker Sidén, Energy Market Inspectorate Analyst, in a statement to Teslarati. “This is because we don’t really have any supervisory responsibility towards them. On the other hand, the electricity network companies in Sweden are covered by regulations that fall under our supervisory responsibility.
“One of these provisions is that the grid companies have an obligation to connect facilities to their electricity grids upon request unless there are special reasons. There are also provisions that the connection must take place within a reasonable time.”
In particular, the government agency is looking into whether or not the union has eligible “special reasons” for failing to fulfill its obligation to connecting the chargers to the grid, though the analyst also admits that there is little precedent as to what qualifies for the exception.
“However, there is relatively little guidance as to what this type of special reason could be and we have not previously decided a similar issue, which means that we cannot currently answer whether the regulations are followed or not,” Sidén added.
IF Metall: Collective agreements ‘one of the cornerstones of a functioning labor market model’
IF Metall also commented on the situation, echoing previous statements it made to Teslarati about the fact that it thinks Tesla Sweden signing a collective bargaining agreement is the only way to end the sympathy strikes.
“IF Metall has requested sympathy measures for its endeavor to sign a collective agreement for its members at Tesla’s company in Sweden,” says Mikael Pettersson, the union’s Head of Negotiations. “The Swedish Electricians’ Union organizes the installation industry for electricians and works daily with signing collective agreements with employers who employ electricians. It is one of the cornerstones of a functioning labor market model, which has been in place since 1906.
“The hope is that Tesla’s Swedish company signs a collective agreement with IF Metall as soon as possible.”
What are your thoughts? Let me know at zach@teslarati.com, find me on X at @zacharyvisconti, or send us tips at tips@teslarati.com.
Court rules against Tesla Sweden in license plate withholding suit
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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.
News
Tesla Model Y outsells everything in three states, but Ford dominates
The Model Y’s success here highlights accelerating mainstream adoption of electric SUVs, which offer spacious interiors, impressive range, rapid acceleration, and low operating costs.
The Tesla Model Y was the best-selling vehicle in three different states in the U.S. last year, according to new data that shows the all-electric crossover outsold every other car in a few places. However, Ford widely dominated the sales figures with its popular F-Series of pickups.
According to new vehicle registration data compiled by Edmunds and visualized by Visual Capitalist, the Ford F-Series, encompassing models like the F-150, F-250, F-350, and F-450, claimed the title of best-selling vehicle in 29 states.
This dominance underscores the pickup truck’s unbreakable appeal across much of the country, particularly in rural, Midwestern, Southern, and Western states, where towing capacity, durability, and utility for work or recreation remain top priorities.
The Tesla Model Y is the best-selling vehicle in California, Washington, and Nevada
How many states will it dominate next year? https://t.co/ERyoyce42D
— TESLARATI (@Teslarati) March 9, 2026
The F-Series has held the crown as America’s overall best-selling vehicle for decades, a streak that continued strong into 2025 despite broader market shifts.
Yet, amid this truck-heavy reality, Tesla made a notable breakthrough. The Model Y emerged as the top-selling vehicle, not just the leading EV, but the outright best-seller in three key states: California, Nevada, and Washington.
These West Coast strongholds reflect regions with robust EV infrastructure, high environmental awareness, generous incentives, and tech-savvy populations. In California alone, nearly 50 percent of new vehicle registrations were electrified, far outpacing the national average of around 25 percent.
The Model Y’s success here highlights accelerating mainstream adoption of electric SUVs, which offer spacious interiors, impressive range, rapid acceleration, and low operating costs.
Elon Musk: Tesla Model Y is world’s best-selling car for 3rd year in a row
Elsewhere, Japanese crossovers filled many gaps: Toyota’s RAV4 and Honda’s CR-V topped charts in several urban and densely populated Northeastern and Midwestern states, where fuel efficiency, reliability, and family-friendly features win out over larger trucks.
While Ford’s broad reach shows traditional preferences persist, at least for now, Tesla’s Model Y victories in high-population, influential states signal a gradual but undeniable transition toward electrification. As charging networks expand and battery technology improves, more states could follow the West Coast’s lead in the coming years.
This 2025 map captures a pivotal moment: pickup trucks still rule the majority, but EVs are carving out meaningful territory where consumer priorities align with sustainability and innovation. The road ahead promises continued competition between legacy giants and electric disruptors.
Tesla’s most wanted Model Y heads to new region with no sign of U.S. entry
Tesla is ramping up its advertising strategy on social media
