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Tesla’s best advertisements are the much-hyped ‘Tesla Killers’ from veteran auto

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In one of his recent excursions on Twitter, Elon Musk reaffirmed that Tesla does not advertise. While traditional car companies invest a lot in advertisements, Tesla has mostly relied on word-of-mouth and clever initiatives such as referral programs to promote its vehicles. As the auto industry shifts towards electric transportation with more and more EVs from traditional auto, it is evident that Tesla’s best advertisements can actually come from its vehicles’ rivals in the market.

Take Audi, for example. The German automaker has already released its first all-electric vehicle, the e-tron, an SUV expected to compete against the Tesla Model X. Audi has been promoting the SUV heavily, as shown in physical advertisements such as billboards and social media campaigns. Jaguar’s the same with the I-PACE, and the same is true with Porsche and the Taycan. These veteran carmakers know the auto business, and they are aware that ultimately, advertisements work. And they do.

Back in March, the I-PACE comprised almost 6% of Jaguar’s entire US sales. This is the company’s first all-electric vehicle, and it is competing in the market without a dedicated rapid charging network or the convenience of Tesla’s frequent over-the-air updates. Despite this, the I-PACE appears to be seeing a lot of interest, especially among buyers who are already committed to Jaguar’s brand. Porsche is experiencing something similar with the Taycan. The company is yet to reveal the production version of the high-performance sedan, but the number of paid reservations for the Taycan already exceed the company’s initial estimate for the vehicle’s annual production rate. Audi’s e-tron also appears to be getting a lot of interest from car owners committed to German-made vehicles too, even if the company is reportedly running into issues with the SUV’s production.

These electric cars from veteran auto, while packaged and hyped as potential “Tesla Killers” at some point, actually play a valuable part in Elon Musk’s plan to wean the world away from fossil fuels. Each I-PACE, e-tron, or Taycan that is sold is ultimately not a blow against Tesla; rather, it is a blow against vehicles equipped with the internal combustion engine. Despite this, it is still pertinent to note that even if veteran auto’s much-promoted electric vehicles are designed to take down Tesla’s entries like the Model S and Model X, it might still take some time before these companies can create a compelling EV comparable to one of Tesla’s offerings. This results in one of the most ironic twists for Tesla, as the existence and performance of rival EVs end up becoming the perfect advertisements for its electric cars.

The Audi e-tron will be yet another perfect example to illustrate this point. When the vehicle was unveiled, Audi hinted that the all-electric SUV’s range would be around 300 miles per charge, thanks to its sizable 90 kWh battery. The vehicle was only given a very conservative and almost underwhelming 204 miles of range per charge by the EPA, which is estimated to be caused by the vehicle’s poor efficiency. Ironically, range and efficiency is something that Tesla, which is still learning the challenges of mass producing vehicles, has mastered over the years, as proven by the Model S Long Range, which can travel 370 miles on a single charge. This learning curve that veteran auto is currently traversing with regards to electric vehicles is something that was felt openly by r/TeslaMotors subreddit member u/SilverTangerine5599, who recently took the Audi e-tron on a 260-mile test drive in Europe.

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https://twitter.com/JaguarUK/status/1051093742818664448

Similar to the Jaguar I-PACE, the Audi e-tron relies on an existing electric vehicle charging network to recharge its batteries. This became a problem during the test drive, since several public chargers that were compatible with the premium all-electric SUV proved unavailable. Ultimately, the r/TeslaMotors subreddit member noted that he ended up charging the e-tron at a 10 kW connector, which took a very long time to charge the vehicle’s batteries. This proved to be quite frustrating, since several Teslas finished recharging at a nearby Supercharger while the e-tron charged for hours at 10 kW. In a post about the experience, the electric vehicle enthusiast noted that at least for now, Tesla’s best advertisement could very well be a customer’s firsthand experience in an EV that is not a Tesla.

It should be noted that the Jaguar I-PACE and the Audi e-tron are both first-generation vehicles, and thus, are only bound to get better with time. Both carmakers already have their interior and build quality locked in from their experience in producing internal combustion vehicles. In the coming years, Jaguar, Audi, and every other large automaker going all-in on electric cars will have to master ideas that first movers like Tesla have refined over the years, such as software and efficiency.

When Tesla open-sourced its patents, Elon Musk admitted that the company could not transition the transportation sector away from the internal combustion engine on its own. For such a change to happen, other companies would have to join the movement. The arrival of the I-PACE, the e-tron, and other all-electric vehicles like the Taycan show that the electric car movement is now gaining speed.

Simon is an experienced automotive reporter with a passion for electric cars and clean energy. Fascinated by the world envisioned by Elon Musk, he hopes to make it to Mars (at least as a tourist) someday. For stories or tips--or even to just say a simple hello--send a message to his email, simon@teslarati.com or his handle on X, @ResidentSponge.

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Tesla confirms massive hardware change for autonomy improvement

Tesla has confirmed that a recent change made to some of its recently refreshed vehicles is, in fact, a strategy it will use to improve its suite as it continues to work toward autonomy.

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Credit: Tesla

Tesla has confirmed that a recent change made to some of its recently refreshed vehicles is, in fact, a strategy it will use to improve its suite as it continues to work toward autonomy.

Tesla first introduced a front-facing camera on the front bumper with the Cybertruck.

Then, the Model Y “Juniper” received the hardware update. The Model S and Model X both received the front-facing camera with its latest update, which was officially revealed last week.

Tesla used new language with the release of the front-facing cameras on the Model S and Model X, confirming they will assist with several things, including “using Autopilot and Actually Smart Summon capabilities”:

“Enhanced visibility when parking or using Autopilot and Actually Smart Summon capabilities.”

This tiny feature on the new Tesla Model Y is perhaps its biggest addition

This is the first time Tesla has used this sort of language, as it was a completely different description with the launch of the new Model Y in January.

When Tesla launched this vehicle, it said the front bumper camera “provides a wider field of view for automatic assisted driving and advanced Smart Summon.”

Tesla switched from using cameras and sensors to only cameras with the launch of Tesla Vision several years ago. The company’s utilization of cameras comes from Tesla’s belief that Ultrasonic Sensors (USS) are not needed for self-driving efforts:

“Along with the removal of USS, we simultaneously launched our vision-based occupancy network – currently used in Full Self-Driving (FSD) (Supervised) – to replace the inputs generated by USS. With today’s software, this approach gives Autopilot high-definition spatial positioning, longer range visibility and the ability to identify and differentiate between objects. As with many Tesla features, our occupancy network will continue to improve rapidly over time.”

CEO Elon Musk has said that sensors were only a crutch and that self-driving would be solved through the use of cameras:

“When your vision works, it works better than the best human because it’s like having eight cameras, it’s like having eyes in the back of your head, beside your head, and has three eyes of different focal distances looking forward. This is — and processing it at a speed that is superhuman. There’s no question in my mind that with a pure vision solution, we can make a car that is dramatically safer than the average person.”

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Tesla launches new Model S and Model X, and the changes are slim

Tesla’s newest versions of its flagship vehicles have arrived with some slim changes.

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Credit: Tesla

Tesla has officially launched the newest versions of its flagship Model S and Model X vehicles, but the changes are pretty slim, which is something we expected when a couple cars were spotted during public testing recently.

The new “refreshed” Model S and Model X were spotted recently by The Kilowatts, and the changes appeared to be a new front camera, a new color, and only a handful of other changes.

Tesla officially announced the launch of the Model S and Model X on Thursday night, and here’s what it listed as the changes to the two vehicles:

  • Frost Blue paint color
  • Up to 410 miles of range (Model S Long Range – our longest range Tesla yet)
  • Even quieter inside: less wind + road noise & more effective Active Noise Cancellation
  • New wheel designs & improved aerodynamics = more range
  • Front fascia camera for better visibility
  • Dynamic ambient lighting that brings unique animations along the dash & doors upon entry
  • An even smoother ride thanks to new bushings & suspension design
  • Adaptive driving beams
  • New exterior styling for Model S Plaid, optimized for high-speed stability
  • More space for 3rd row occupants & cargo (Model X)

We expected most of these changes, especially the new Frost Blue paint color, as it was spotted by The Kilowatts in its initial coverage of the cars being spotted a few weeks back. Here’s what it looks like officially:

Some of the changes are familiar from the Model Y Refresh, which featured the quieter interior through acoustic-lined glass, a front fascia camera, new bushings, and suspension improvements for a smoother ride.

However, Tesla did refine the Model S Plaid’s exterior for “optimized high-speed stability.” You can see the difference between the two below:

The front-end air diffusers are much deeper, and the front end is more boxy than the previous iteration of the Plaid Model S.

Here are some more images of the Model S that Tesla released in a teaser video:

Tesla sells such a low volume of the Model S and Model X that it was probably less than likely that the company would put endless manpower and effort into completely redesigning it. CEO Elon Musk said a few years ago that the two cars would only stay in production for “sentimental reasons.” 

While they are very special to the Tesla family, they are not incredibly important to the mission of the company.

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Tesla teases new color while testing refreshed Model S, X

Tesla teased a new color that could be coming to the United States with the new Model S and Model X.

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Credit: @supergeek18 | X

Tesla appears to be teasing a brand new color while it was testing the refreshed Model S and Model X, which was spotted last week in California.

Tesla currently offers six paint options in the United States, but they are all pretty basic. This has not been a problem for owners as wrapping the vehicles is a common practice, but some people would likely see more versatility from Tesla in terms of their standard paint colors.

This is especially relevant as Europe has been able to have both Midnight Cherry Red and Quicksilver, which were, at one time, exclusive to the market.

Quicksilver made its way to the United States, and Tesla did release a new Red last year with “Ultra Red,” but Midnight Cherry Red never made its way outside the walls of Gigafactory Berlin.

Last week, as the first spy images of the new Model S and Model X were taken and released by The Kilowatts, there was a very noticeable difference with the vehicle, as other changes seemed to be relatively underwhelming: a new paint color.

Many believed this was simply a wrap, but Ryan Levenson of The Kilowatts, a former Tesla employee, dispelled that rumor after several questions about it.

He said that this is absolutely a factory paint color and not a wrap:

More images were shared by @supergeek18 on X:

Tesla released a new color earlier this year, but it was just a revision to Black, now called “Diamond Black,” featuring speckles that give a reflection and refraction of light as a diamond would.

However, this new color is certainly quite different than anything Tesla has previously offered in the U.S. before. It is relatively similar to Glacier Blue, a color Tesla launched in Asia. Earlier this year, Franz von Holzhausen, Tesla’s Chief Designer, talked about bringing the color to the U.S.:

“Glacier Blue is just a color that we’ve been talking about with our team — the team is like right through that window by the way — and we were looking at the impact of silver, how do we get pigment into silver and really add a little bit of personality to it. If you look at our palette, you know it was either darks or white, and so we were looking for something in between. Blue is always a fairly popular color.”

It would be a refreshing addition to the options Tesla currently offers, and a breath of fresh air for those who have been wanting a different look altogether.

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