Tesla has been boosting its advertising and public education efforts over the last several months, with many executives and employees discussing the company’s electric vehicles (EVs) and other products more publicly and regularly. In one video shared on social media over the weekend, the company’s head of design discussed futuristic aesthetics for the company’s vehicles, along with a call to action for other automakers and more.
In a video posted by the Tesla Asia account on X on Saturday evening, Chief Designer Franz von Holzhausen talks in a behind-the-scenes format about designing “products that felt like the future” — a topic the automaker has regularly discussed over the years, especially with the release of the Cybertruck.
Tesla launches advertising on X in the U.S., expanding ‘small scale’ strategy outlined by Musk
He notes that the notion of vehicle design needing to look like the future initially came from one of CEO Elon Musk’s children, along with a few other interesting details. For one, he notes that the updated Model 3 pays homage to the original Roadster with its full “Tesla” lettering on the rear (rather than just the “T” logo).
Beyond the Model 3 and the Cybertruck, von Holzhausen talks a little bit about the Model S, saying that he and Musk were often discussing “where the ball is going to, not what’s happening today.”
The designer also points out that he originally joined Tesla because of his interest in advancing sustainability, even going on to encourage other automakers to help the world transition to EVs.
“I mean it’s great to hear, I think, in China there are going to be more EVs sold than ICE cars,” von Holzhausen said. “What a great moment to celebrate kind of this transition. It’s hard for one company to do all of that alone. And so we want other people to learn from what we’ve learned to help ultimately make our clients that’s a lot of competition.”
“But competition makes us stronger makes us better, keeps us in the forefront.”
You can watch the video on the Tesla Asia account on X here, or below.
The future should look like the future
BTS of Tesla vehicle design with @woodhaus2 pic.twitter.com/uiLSph9AZQ
— Tesla Asia (@Tesla_Asia) March 24, 2024
Tesla’s latest efforts in advertising and education
Tesla has clearly been experimenting with advertising via social media platforms and more over the last several months. This includes the company’s shift toward having executives, engineers, and other employees interacting directly with owners and fans on X, alongside increased media appearances around the Cybertruck launch.
Along with this and other recent appearances from von Holzhausen, Tesla has been sharing more “citizen-journalism” style content, including a livestream posted by the automaker’s North America account on Friday. Held at one of the company’s stores near the factory in Fremont, California, the livestream features an employee named Brenda answering questions about the Model Y, as can be seen below (or here).
— Tesla North America (@tesla_na) March 22, 2024
As yet another example of recent advertising, Tesla earlier this month had a Cybertruck towing a Model Y encased in glass, featuring the caption, “The Best-Selling Car in the World is Made in America.”
Along with these, there are countless other examples that have been rolling out, after Musk said at last year’s annual shareholder’s meeting that Tesla would begin advertising. The comment followed feedback and questions from many Tesla shareholders as to why the company wasn’t advertising to at least help educate the public and fight misinformation on EVs.
What are your thoughts? Let me know at zach@teslarati.com, find me on X at @zacharyvisconti, or send your tips to us at tips@teslarati.com.
Elon Musk
Tesla engineer explains why Elon Musk deserves new pay package
“When Elon is motivated, it also motivates us, especially in this fork of humanity. I would not be staying in Tesla this long unless he is still leading.”

A Tesla engineer took to X to explain why he believes Elon Musk deserved the new 96 million share, $29 billion pay package that the company awarded to him yesterday.
Yun-Ta Tsai, a Senior Staff Engineer in the Autopilot program at Tesla, has worked at the company for five years. He has been in his current position for two years and three months.
Tesla rewards CEO Elon Musk with massive, restricted stock package
Tsai posted a lengthy statement in response to Tesla announcing its new pay package for Musk, which the company’s Board of Directors announced yesterday. He was fully in support of his boss getting paid, especially considering Musk “came to work every day” without being paid for eight years.
Tsai said:
“8 years without pay, but Elon still came to work everyday despite hitting all the milestones.
Most founders, even being paid much better, would simply abandon ships or being “zucked”.
I often joked my annual comp was higher than Elon but it was true.
When Elon is motivated, it also motivates us, especially in this fork of humanity. I would not be staying in Tesla this long unless he is still leading.
Hopefully Elon gets his first paycheck soon after 8 years of grinding in hell. It is time.”
It’s no secret that Musk has the reputation of someone who is incredibly driven, motivated, and determined to come through on his personal and professional goals. In times of need at the company, Musk sleeps at the office and works seven days a week.
Recently, it came to the surface that he nearly missed his brother’s wedding years ago because of work.
8 years without pay, but Elon still came to work everyday despite hitting all the milestones.
Most founders, even being paid much better, would simply abandon ships or being “zucked”.
I often joked my annual comp was higher than Elon but it was true.
When Elon is motivated,… https://t.co/zboBpiMH4u
— Yun-Ta Tsai (@YunTaTsai1) August 4, 2025
Musk’s attitude toward work is what has made Tesla, SpaceX, Neuralink, and other entities so successful.
Musk’s new pay package
Tesla announced the new pay package for Musk yesterday, under the following terms:
- 96 million restricted shares of stock, subject to Elon paying a purchase price upon meeting a two-year vesting term, to be delivered after receipt of antitrust regulatory approval
- The purchase price will be equal to the split-adjusted exercise price of the stock options awarded to Elon under the 2018 CEO Performance Award ($23.34 per share)
- A requirement that Elon serve continuously in a senior leadership role at Tesla during the two-year vesting term
- A pledging allowance to cover tax payments or the purchase price
- A mandatory holding period of five years from the grant date, except to cover tax payments or the purchase price (with any sales for such purposes to be conducted through an orderly disposition in coordination with Tesla); and
- If the Delaware courts fully reinstate the 2018 CEO Performance Award, this interim award will be forfeited or returned or a portion of the 2018 CEO Performance Award will be forfeited. To put it simply, there cannot be any “double dip.” Elon will not be able to keep this new award in addition to the options he will be awarded under the 2018 CEO Performance Award, should the courts rule in our favor
The board added a statement that said it believed now would be an ideal time “to take decisive action to recognize the extraordinary value that Elon created for Tesla shareholders.”
News
Tesla Cybertruck leftovers are the main course at the Supercharger Diner
Tesla is using recycled steel from Cybertruck manufacturing for the Supercharger Diner in Los Angeles.

Tesla Cybertruck panels that are leftover from manufacturing became the main course at the Supercharger Diner, contributing to the futuristic restaurant’s unique exterior design.
The Supercharger Diner was an idea of Tesla CEO Elon Musk’s in 2018, and in July 2025, it officially opened for business, serving a variety of interesting dishes in a futuristic setting that pays homage to the 1950s restaurant experience.
The design of the Diner is what truly sets it apart: it is reminiscent of the stainless exterior that Tesla used for the Cybertruck. It turns out that’s exactly what it is.

Credit: Tesla
Tesla Chief Designer Franz von Holzhausen revealed in an interview with Tesla Owners Club Austria that the company used recycled panels from Cybertruck manufacturing as siding on the epic diner.
Here’s what he said:
Tesla Diner was inspired by the Jetson‘s and was built with steel from @cybertruck production 🛸 pic.twitter.com/3t4038RY4H
— Tesla Club Austria (@TeslaClubAT) August 4, 2025
Tesla sourced its stainless steel for the exoskeleton of the Cybertruck from Steel Dynamics Inc. and its plant in Sinton, Texas. The company confirmed this through various outlets, including exhibit descriptions at the Petersen Automotive Museum. The steel is refined through a third party before it is used.

Credit: Cybertruck Owners Club
It also uses the same steel for SpaceX Starship.
It’s pretty interesting that Tesla chose to use the stainless steel for the exterior of the diner in Los Angeles, but it also makes sense considering how durable it has proven to be.
Elon Musk
Tesla ‘activist shareholders’ sue company and Elon Musk for Robotaxi rollout
Tesla’s activist shareholders are coming after the company, claiming it misled investors about the Robotaxi rollout.

Tesla’s “activist shareholders” seem to be one of the biggest threats to the company and its CEO, Elon Musk, who has spoken extensively about them in recent times. They’re up to their latest bit of work against the company, suing both Tesla and Musk, accusing them of securities fraud by alleging they concealed “significant risk” over the Robotaxi launch in Austin, Texas.
On Monday night, a group of shareholders sued Tesla and Musk in a proposed class action lawsuit in Texas federal court. They claim Tesla misled investors about the safety of the vehicles used in the Robotaxi rollout in Austin, which started on June 22.
The suit indicates that videos show the vehicles “speeding, exhibiting sudden braking, driving over a curb, entering the wrong lane, and dropping passengers off in the middle of multilane roads.” Reuters first reported on the lawsuit.
The plaintiffs are seeking damages for shareholders between April 19, 2023, and June 22, 2025.
Tesla’s Robotaxi platform has been operating for less than two months, and the company has already expanded its geofence in Austin twice.
🚨 Tesla Austin Robotaxi geofence sizes (in square miles):
Initial: 6/22 – ~20 square miles
First Expansion: 7/14 – ~42 square miles
Second Expansion: 8/3 – ~80 square miles pic.twitter.com/IwnvSJseE4
— TESLARATI (@Teslarati) August 3, 2025
In the roughly six weeks that Robotaxi has been operational, Tesla has only had one incident reported to the Austin Government, and it was a “Safety Concern” in June 2025. Since July 2023, which is when autonomous vehicle operation began in Austin, 130 incidents have been reported. AV Ride, Cruise, Waymo, and Zoox also operate in Austin.
Waymo has the most incidents with 73. Its first was in June 2024 when a unit blocked traffic.
Activist Shareholders
Musk has warned that activist shareholders are potentially dangerous to both Tesla and his position as CEO. He recently spoke about them during the Q2 Earnings Call regarding his stake in the company:
“That is a major concern for me, as I’ve mentioned in the past. I hope that is addressed at the upcoming shareholders meeting. But, yeah, it is a big deal. I want to find that I’ve got so little control that I can easily be ousted by activist shareholders after having built this army of humanoid robots. I think my control over Tesla, Inc. should be enough to ensure that it goes in a good direction, but not so much control that I can’t be thrown out if I go crazy.”
Tesla’s Board yesterday made an attempt to help secure Musk’s stake by offering him a massive 96 million share pay package of restricted stock. It will only help his stake in the company bump up slightly to 14.6 percent from 12.9 percent.
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