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Tesla’s unique strategy regarding crucial Cybertruck details is the best ad there is
Tesla has had a unique strategy with the all-electric Cybertruck since it was first unveiled four years ago in Los Angeles. It might be the best advertisement there is.
For the past few years, Tesla has not tipped its hand with certain details regarding the pickup, and some might argue they are the most crucial parts of a vehicle’s buildup, especially for an EV: price, trim levels, and range.
It is an ongoing strategy that has been keeping the Cybertruck in the public discussion of the entire automotive sector for the last few years as the prices have gone from $39,990, $49,990, and $69,990, to whatever your best guess is.
A company that has been headstrong against the prospect of advertising, Tesla knows how to stimulate consumer discussion around itself. After all, its CEO Elon Musk also owns X, which less than a year ago was known as Twitter. Musk is no stranger to being in a headline, and he knows how to get people talking. Perhaps a genius in advertising, too, the CEO has everyone buzzing about what the Cybertruck will cost and how long it will go on a single charge.
Credit: Tesla Inc.
But this might be exactly the buzz Tesla and Musk want, even if it is keeping the most loyal fans in the dark about the particulars of what is its most unique vehicle yet. Even those who are not EV enthusiasts and have no interest in the Cybertruck want to know what a stainless steel-covered pickup will cost and what its capabilities are.
Instead of spending hundreds of thousands of dollars on ads and millions more on an general advertising budget, there is the advantage of curiosity that Tesla has shamelessly adopted and used to its advantage, all leading up to this Thursday. It is no secret that pricing is likely going to be different than what it was in 2019. Too much has changed from a macroeconomic perspective.
But the jury is still deliberating on what this strategy entails. Has it worked on creating buzz? Obviously. Is it fair to the consumer? Not necessarily.
Tesla CEO Elon Musk unveils futuristic Cybertruck in Los Angeles, Nov. 21, 2019 (Photo: Teslarati)
There are no products that come to mind for me when I think of an imminent launch and lack of details in terms of pricing and capabilities. Imagine if Apple reworked the iPhone and decided to keep the price a secret, at least until hundreds of people lined up outside of their stores and showed up to buy it, only guessing what their credit card bill would be the following month.
With a car, it’s obviously different. It’s a long-term payment structure because the truck is going to cost tens of thousands, much more than an iPhone. Even still, this argument can be used to support the counterargument: if people are going to spend this much on a vehicle, isn’t there a reason for them to have an idea of how much they will pay?
This leads to several ideas about the delivery event this Thursday in Austin. As the Cybertruck’s Certificate of Conformity, Certificate Information, and Application have yet to be published by the EPA, it is interesting to think about who exactly will be taking delivery of the Cybertruck this week. It might be influencers who were sworn to secrecy by an NDA, it could be employees, and of course, it could be regular people who just happened to place a reservation very early, perhaps just moments after the configurator was launched.
Credit: Joe Tegtmeyer | X
Whoever does get their hands on an early Cybertruck build will be lucky, as rumors of between 10 and 30 units being delivered on Thursday have both circulated. There are at least a million orders for the Cybertruck, Musk said on the most recent Earnings Call.
No matter what happens, the Cybertruck has been an advertisement in itself, and it has concentrated the entire automotive industry’s attention this week. All eyes are on Tesla and the Cybertruck, as a vehicle four years in the making is finally here, and it is perhaps the best advertisement the automaker could have ever had for itself.
Don’t hesitate to contact us with tips! Email us at tips@teslarati.com, or you can email me directly at joey@teslarati.com.
SpaceX officially launched the Starlink Mini 2 on November 10, delivering the first portable Starlink terminal designed around independent power.
Invitation-only preorders for select U.S. customers are priced at $999 plus tax, a figure that includes a full year of Roam Unlimited service valued at roughly $2,100. A refundable $100 deposit reserves the kit, with the balance due at shipment, expected to begin in mid-December. Broader availability is listed as coming soon.
Starlink just unveiled Mini 2, its next-gen portable dish.
Quick-swap battery, up to 4.5 hrs per charge
USB-C power
Built-in Wi-Fi
Online in about 60 secondsPreorders are open now. https://t.co/QawqgbswrQ
— TESLARATI (@Teslarati) November 10, 2026
The headline feature is the quick-swap 71 Wh battery. Clipped to the rear of the dish without tools, it delivers up to 4.5 hours of connectivity on a single charge.
The 490-gram pack includes its own USB-C port and LED indicators, so users can charge a spare separately and swap it in seconds while staying online. Starlink notes that the terminal can continue operating while the battery charges or run directly from a 60 W USB-C source. The retail box includes one battery, a 60 W USB-C charger, and a 3-meter cable.
Beyond power, the Mini 2 is thinner at 23.1 mm (versus 38.5 mm on the original Mini) while measuring 263 × 314 mm. With the battery and kickstand attached it weighs 1.6 kg.
Built-in Wi-Fi 6 expands coverage to up to 1,800 square feet, an IP67 rating protects against dust and water, and a standard 1/4-20 tripod thread plus physical power button round out the design. Field of view remains 110 degrees, and the unit retains support for mobile use.
For travelers, campers, and remote workers, the swappable battery removes the longstanding requirement for an external power bank or vehicle outlet that defined the first Mini. Spare packs sold separately further extend runtime, turning the compact terminal into a more self-contained solution.
While the bundled $999 invitation price sits well above the original Mini’s current $149 starting point, the included year of service and genuine untethered operation mark a clear step forward in portable satellite internet.
Elon Musk
SpaceX’s $24B Starbase supercomputer plan slipped past a key roadblock
SpaceX wants a Starbase tax break for a $24 billion gas plant and supercomputer campus.
SpaceX is asking its own company town for a tax break on a $24 billion natural gas power plant and supercomputing facility at Starbase, Texas, and the land it picked sits just outside the reach of a data center moratorium that took effect in neighboring Brownsville last week.
A City of Starbase public hearing notice says SpaceX “proposes to construct, own, and operate a gas-fired power plant and super-compute facility” on roughly 444 acres between Boca Chica Boulevard and the Port of Brownsville. The $24 billion figure covers only the initial phases, and the notice leaves room for future expansions. The Starbase City Commission will consider a property tax abatement and a related economic development agreement at a 7 p.m. hearing on December 9. The notice does not disclose the size or length of the abatement, or how much computing capacity the site would hold.
The location has a history. Over the summer, SpaceX asked Brownsville to remove the tract from its city limits and offered $220 million for water and wastewater projects in return. Brownsville approved the move in August, and Starbase later annexed the land. Brownsville’s own 90-day pause on data center applications took effect last week, and had the tract stayed inside the city, the project likely would have needed a different home.
The power side is already in front of state regulators. SpaceX has applied to the Texas Commission on Environmental Quality for air permits covering 35 mobile gas turbines producing roughly 750 megawatts, according to Politico, which also noted that two of the three Starbase commissioners voting on the incentives are SpaceX executives.
Building its own plant lets SpaceX skip the Texas grid. Gov. Greg Abbott paused new data center grid connections in August pending an audit, but a facility that generates its own electricity does not need one. The air permit still has to clear the TCEQ, where Abbott also ordered a halt on data center permits.
The bigger test arrives in January. Governor-elect Gina Hinojosa, who unseated Abbott last week, has said she will block data center approvals until the legislature passes new protections, and she has already asked state officials to hold off on any sale of Boca Chica State Park to SpaceX until she is sworn in. Tesla and SpaceX shares both fell the day after the election, and Musk’s first reaction on X was “Data centers in space looking pretty appealing right now.”
That line points to Starmind, SpaceX’s orbital compute constellation. Musk has said terrestrial compute will be “peanuts compared to orbital compute” and expects monthly orbital deployments to pass ground deployments around the end of 2028, as Teslarati reported. Until then, SpaceX still needs gigawatts on the ground. It ended the third quarter with 1.7 GW of nameplate compute, is targeting 2.5 to 3 GW by the end of this year and wants at least 10 GW more in 2027. Its existing Colossus sites around Memphis already run on gas turbines and face a lawsuit from residents over emissions.
Local reaction is split. The South Texas Environmental Justice Network has announced a protest, citing air quality, water use and energy bills, while some Brownsville residents told the Tribune they welcome the jobs. SpaceX did not respond to the Tribune’s questions about the project.
Tesla CEO Elon Musk announced that the company will extend Cybertruck production slightly to handle its extensive order backlog.
On Wednesday, Musk announced that “In order to work through more of the Cybertruck order backlog, production will be extended through the end of summer 2027.”
In order to work through more of the Cybertruck order backlog, production will be extended through the end of summer 2027
— Elon Musk (@elonmusk) November 11, 2026
Tesla has already attempted to simplify its last months of production for the Cybertruck by eliminating several trim levels and only offering the Cyberbeast, the most expensive trim that starts at $109,990. The other two trim levels, the Cybertruck All-Wheel-Drive and Premium All-Wheel-Drive have both been discontinued.
There has been plenty of backlash against Tesla’s decision to ax the Cybertruck, but the company’s forecast prioritizes Cybercab and autonomy. Factory space at Gigafactory Texas that is not necessary is now being set aside for the Cybercab as the company truly embraces its “transportation-as-a-service” model.
There is still a slim chance the Cybertruck survives. Last evening, Tesla upfitter Unplugged Performance offered to take the Cybertruck line off of Tesla’s hands and continue building it, along with a CyberSUV.
Nevertheless, Tesla seems to be ending the Cybertruck on its terms after what will be a three-and-a-half-year run. It still does not really feel quite real; I think many of us thought the Cybertruck would be around for years to come.
Musk added more detail, stating that while it was not the smartest move, “there must be some room in this world for sentimentality or what’s the point?”
This is not the smartest move from a profit-maximizing standpoint btw, but there must be some room in this world for sentimentality or what’s the point?
— Elon Musk (@elonmusk) November 11, 2026
Other EV pickups on the market have experienced a similar fate.
The Ford F-150 Lightning was axed by the Detroit company due to the continued losses the company took from sales. That truck was never profitable, and Ford is still taking a quarterly loss in its EV side. However, things are moving along as it has plans for a mass market EV pickup, which will likely gather some substantial demand if Ford can get it just right.
Perhaps another extension or even a total change of heart might come. Only Musk knows.
Starlink Mini 2 arrives with one feature for true off-grid connectivity
SpaceX’s $24B Starbase supercomputer plan slipped past a key roadblock
