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Tesla brand consideration drops by 3% in Q4, but it doesn’t mean much

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New data from Kelley Blue Book shows consideration for Tesla vehicles dropped from 12 to 9 percent in Q4 compared to Q3, but it doesn’t mean all that much, considering the company is selling cars well beyond its manufacturing capabilities.

Tesla has bounced around in KBB’s luxury brand consideration studies over the past several quarters. After scoring as high as 15 percent in Q2 of last year, other luxury brands snuck in, and Tesla slipped to fifth for that quarter. KBB said it was because luxury rivals had moved into the EV sector.

In Q4, Tesla was sitting at 12 percent in Q3, good enough to place it in sixth. However, consideration has continued to fall, as another three percent slide in Q4 has Tesla sitting in eighth, behind Buick with 11 percent and ahead of Volvo at 8 percent.

Brand loyalty studies performed by the publication have shown that CEO Elon Musk’s purchase of Twitter last year may have rubbed some consumers the wrong way.

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However, KBB believes Tesla will trend upward on the Q1 2023 consideration study as the company slashed prices in the U.S. market by 13 percent in January and now has its entire Model Y lineup qualifying for government tax credits.

Tesla Model Y’s complete lineup now qualifies for EV tax credits through Inflation Reduction Act

Tesla has utilized its world-class margins, which allow it to fluctuate pricing to resurge demand and consideration for its vehicles. The company has used these massive price cuts to push consumers toward its vehicles, and some automakers have responded with discounts of their own.

However, Tesla still maintains a sizeable lead in charging infrastructure and EV software.

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BMW was the most considered luxury brand, with 22 percent of shoppers looking at the German automaker’s products as their next purchase. Lexus, at 19 percent, and Cadillac, at 18 percent, round out the top 3.

Interestingly, the Buick Enclave was the most-considered vehicle model of Q4. BMW’s 3 Series and X5 were fifth and sixth on the list, and the Tesla Model 3 was tied with the Acura TLX for tenth place.

It will be interesting to see the data for Q1, as price cuts and government tax credits have likely helped Tesla return to prominence within the luxury consideration standings. In some regions, Tesla Model 3s can be purchased for under $30,000, as long as the buyer is lucky enough to qualify for each offered incentive.

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Joey has been a journalist covering electric mobility at TESLARATI since August 2019. In his spare time, Joey is playing golf, watching MMA, or cheering on any of his favorite sports teams, including the Baltimore Ravens and Orioles, Miami Heat, Washington Capitals, and Penn State Nittany Lions. You can get in touch with joey at joey@teslarati.com. He is also on X @KlenderJoey. If you're looking for great Tesla accessories, check out shop.teslarati.com

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Tesla’s newest “Folding V4 Superchargers” are key to its most aggressive expansion yet

Tesla’s folding V4 Supercharger ships 33% more per truck, cuts deployment time and cost significantly.

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Tesla V4 Supercharger installation ramping in Europe

Tesla is rolling out a folding V4 Supercharger design, an engineering change that allows 33% more units to fit on a single delivery truck, cuts deployment time in half, and reduces overall installation cost by roughly 20%.

The folding mechanism addresses one of the least glamorous but most consequential bottlenecks in charging infrastructure: getting hardware from factory floor to job site efficiently. By collapsing the form factor for transit and unfolding into an operational configuration on arrival, the new design dramatically reduces the logistics overhead that has historically slowed Supercharger rollouts, particularly at large or remote sites where multiple units are needed simultaneously.

The timing aligns with a broader acceleration in Tesla’s network strategy. In March 2026, Tesla’s Gigafactory New York produced its final V3 Supercharger cabinet after more than seven years and 15,000 units, pivoting entirely to V4 cabinet production. The V4 cabinet itself is already a generational leap, delivering up to 500 kW per stall for passenger vehicles and up to 1.2 MW for the Tesla Semi, while supporting twice the stalls per cabinet at three times the power density of its predecessor. The folding transport innovation layers logistical efficiency on top of that technical foundation.

Tesla launches first ‘true’ East Coast V4 Supercharger: here’s what that means

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Tesla Charging’s Director Max de Zegher, commenting on the V4 cabinet when it launched, captured the operational philosophy behind these changes: “Posts can peak up to 500kW for cars, but we need less than 1MW across 8 posts to deliver maximum power to cars 99% of the time.” The design philosophy has always been about maximizing real-world throughput, not just peak specs, and the folding transport upgrade extends that thinking into the supply chain itself.

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The Boring Company clears final Nashville hurdle: Music City loop is full speed ahead

The Boring Company has cleared its final Nashville hurdles, putting the Music City Loop on track for 2026.

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The Boring Company has cleared one of its most significant regulatory milestones yet, securing a key easement from the Music City Center in Nashville just days ago, the latest in a series of approvals that have pushed the Music City Loop project firmly into construction reality.

On March 24, 2026, the Convention Center Authority voted to grant The Boring Company access to an easement along the west side of the Music City Center property, allowing tunneling beneath the privately owned venue. The move follows a unanimous 7-0 vote by the Metro Nashville Airport Authority on February 18, and a joint state and federal approval from the Tennessee Department of Transportation and the Federal Highway Administration on February 25. Together, these green lights have cleared the path for a roughly 10-mile underground tunnel connecting downtown Nashville to Nashville International Airport, with potential extensions into midtown along West End Avenue.

Music City Loop could highlight The Boring Company’s real disruption

Nashville was selected by The Boring Company largely because of its rapid population growth and the strain that growth has placed on surface infrastructure. Traffic has become a persistent problem for residents, convention visitors, and airport travelers alike. The Music City Loop promises an approximately 8-minute underground transit time between downtown and the Nashville International Airport (BNA), removing thousands of vehicles from surface roads daily while operating as a fully electric, zero-emissions system at no cost to taxpayers.

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The project fits squarely within a broader vision Musk has championed for years. In responding to a breakdown of the Loop’s construction costs, Musk posted on X: “Tunnels are so underrated.” The comment reflected a longstanding belief that underground transit represents one of the most cost-effective and scalable infrastructure solutions available. The Boring Company has claimed it can build 13 miles of twin tunnels in Nashville for between $240 million and $300 million total, a fraction of what comparable projects cost elsewhere in the country.

The Las Vegas Loop, The Boring Company’s first operational system, has served as a proof of concept. During the CONEXPO trade show in March 2026, the Vegas Loop transported approximately 82,000 passengers over five days at the Las Vegas Convention Center, demonstrating the system’s capacity during large-scale events. Nashville draws millions of convention visitors and tourists each year, and local business leaders have pointed to that same capacity as a major draw for supporting the project.

The Music City Loop was first announced in July 2025. Construction began within hours of the February 25 state approval, with The Boring Company’s Prufrock tunneling machine already in the ground the same evening. The first operational segment is targeted for late 2026, with the full route expected to be complete by 2029. The project represents one of the largest privately funded infrastructure efforts currently underway in the United States.

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Elon Musk demands Delaware Judge recuse herself after ‘support’ post celebrating $2B court loss

A banner on the post read “Katie McCormick supports this,” using LinkedIn’s heart-in-hand “support” icon, an endorsement stronger than a simple “like.” Musk’s lawyers argue the action creates “a perception of bias against Mr. Musk,” warranting immediate recusal to preserve judicial impartiality.

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Ministério Das Comunicações, CC BY 2.0 , via Wikimedia Commons

Tesla CEO Elon Musk’s legal team has filed a motion demanding that Delaware Chancellor Kathaleen McCormick disqualify herself from an ongoing high-stakes Tesla shareholder lawsuit.

The filing, submitted March 25, cites an apparent LinkedIn “support” reaction from McCormick’s account to a post celebrating a $2 billion jury verdict against Musk in a separate California securities-fraud case.

The move escalates long-simmering tensions between Musk, Tesla, and the Delaware judiciary, where McCormick previously presided over the landmark challenge to Musk’s record $56 billion 2018 compensation package.

Delaware Supreme Court reinstates Elon Musk’s 2018 Tesla CEO pay package

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The LinkedIn post was written by Harry Plotkin, a Southern California jury consultant who assisted the plaintiffs who sued Musk over 2022 tweets about his Twitter acquisition. Plotkin praised the trial team for “standing up for the little guy against the richest man in the world.”

The New York Post initially reported the story.

A banner on the post read “Katie McCormick supports this,” using LinkedIn’s heart-in-hand “support” icon, an endorsement stronger than a simple “like.” Musk’s lawyers argue the action creates “a perception of bias against Mr. Musk,” warranting immediate recusal to preserve judicial impartiality.

McCormick swiftly denied intentional endorsement. In a letter to attorneys, she stated she was unaware of the interaction until LinkedIn notified her. She wrote:

“I either did not click the ‘support’ icon at all, or I did so accidentally. I do not believe that I did it accidentally.”

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The chancellor maintains the reaction was inadvertent, but critics, including Musk allies, call the explanation implausible given the platform’s deliberate interface.

McCormick’s central role in the Tesla pay-package litigation underscores the stakes. In Tornetta v. Musk, in January 2024, she ruled the 2018 performance-based stock-option grant, potentially worth $56 billion at the time and now valued far higher, was invalid.

The package consisted of 12 tranches of options, each vesting only after Tesla achieved ambitious market-cap and operational milestones. McCormick found Musk exercised “transaction-specific control” over Tesla as a controlling stockholder, the board lacked sufficient independence, and proxy disclosures to shareholders were materially deficient.

Applying the entire-fairness standard, she concluded defendants failed to prove the deal was fair in process or price and ordered full rescission, an “unfathomable” remedy she described as necessary to deter fiduciary breaches.

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After the ruling, Tesla shareholders ratified the package a second time in June 2024. McCormick rejected that ratification in December 2024, holding that post-trial votes could not cure defects.

Tesla appealed. On December 19 of last year, the Delaware Supreme Court unanimously reversed the rescission remedy while largely leaving McCormick’s liability findings intact. The high court deemed total unwinding inequitable and impractical, restoring the package but awarding the plaintiff only nominal $1 damages plus reduced attorneys’ fees. Musk ultimately received the full award.

The current recusal motion arises in yet another Tesla derivative suit before McCormick. Legal observers say granting it could signal heightened scrutiny of judicial social-media activity; denial might reinforce perceptions of an insular Delaware bench.

Broader fallout includes accelerated corporate migration out of Delaware, Musk himself moved Tesla’s incorporation to Texas after the first ruling, and renewed debate over whether the state’s specialized courts remain the gold standard for corporate governance disputes.

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A decision is expected soon; whichever way it lands, the episode highlights the fragile balance between judicial independence and public confidence in high-profile litigation.

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