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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.
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Tesla starts laying the groundwork for FSD tests in Austria
The job opening comes as the company pushes regulatory approvals and data collection in new European markets.
Tesla seems to be ramping its efforts to hire key personnel for FSD’s eventual expansion in Europe. This was hinted at in a new job listing for a vehicle operator role in Vienna, Austria.
The job opening comes as the company pushes regulatory approvals and data collection in new European markets.
Vienna’s vehicle operator role
Tesla posted the job for “Fahrer (Vehicle Operator) (m/w/d)” in its Vienna office on its Careers website, seeking candidates to drive and monitor test vehicles as part of the Autopilot and AI team. The role involves collecting real-world driving data to refine Full Self-Driving systems for the country’s local roads. Responsibilities include operating vehicles in urban and highway environments, documenting system performance, among other tasks.
Applicants need a valid Austrian driver’s license and at least two years of driving experience. Fluency in English is essential, along with a familiarity with driver assist systems. Tesla noted that the position offers a minimum annual gross salary of EUR 32,000, though relevant professional experience and qualifications will be taken into account. Similar to other Tesla roles, the position also offers TSLA stock as an incentive.
Tesla’s FSD Push in Europe
Tesla’s FSD efforts in Europe have accelerated in recent months, with significant progress in Spain serving as a key milestone. In July 2025, Spain’s Directorate-General for Traffic launched the ES-AV framework to standardize automated vehicle testing, authorizing Tesla for nationwide FSD trials with 19 vehicles under Phase 3, which allows optional onboard safety operators and remote monitoring.
-->The program, running through November 2027, aims to position Spain as a leader in the field, as DGT stated: “The program is designed to complement and enhance oversight, regulation, research, and transparency efforts, as well as to support innovation and advancements in automotive technology and industry.”
Beyond Spain, Tesla has conducted FSD demonstrations in Germany, France and Italy for consumers, while pursuing national approval in the Netherlands for early 2026.
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Tesla Semi factory looks almost complete during Thanksgiving weekend
Based on recent drone videos, the Tesla Semi factory looks practically ready to start operations.
It appears that the Tesla Semi factory near Giga Nevada is already hard at work preparing for the initial production of the Class 8 all-electric truck. This was, at least, hinted at in a recent drone flyover of the facility from a longtime watcher.
The Tesla Semi factory after Thanksgiving
Drone operator and Tesla Semi advocate @HinrichsZane recently shared some footage he captured of the upcoming facility during the Thanksgiving weekend. Based on his video, it appears that Tesla gave its employees in the area the weekend off. One thing is evident from the video, however, and that is the fact that the Tesla Semi factory looks practically ready to start operations.
The Tesla Semi watcher did point out that the electric vehicle maker is still busy bringing in production equipment into the facility itself. Once these are installed, it would not be surprising if initial production of the Tesla Semi begins.
A new Tesla Semi
The upcoming completion of the Tesla Semi factory near Gigafactory Nevada seems all but inevitable in the coming months. What would be especially interesting, however, would be the vehicles that would be produced on the site. During Elon Musk’s presentation at the 2025 Annual Shareholder Meeting, a glimpse of the production Tesla Semi was shown, and it looks quite a bit different than the Class 8 all-electric truck’s classic appearance.
As could be seen in the graphic from the CEO’s presentation, the updated Tesla Semi will feature slim lightbar headlights similar to the new Tesla Model Y, Cybertruck, and the Cybercab. Tesla also teased a number of aerodynamic improvements that increased the truck’s efficiency to 1.7 kWh per mile. Extended camera units, seemingly for FSD, could also be seen in the graphic.
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Tesla scores major hire as Apple scientist moves to Optimus team
Chen, who advanced from individual contributor to technical lead during his time at Apple, noted that he was blown away by Tesla’s efforts and synergy.
Former Apple research scientist Yilun Chen has left the tech giant to join Tesla’s Optimus AI team. Chen, who advanced from individual contributor to technical lead during his time at Apple, noted that he was blown away by Tesla’s efforts and synergy.
Apple veteran closes a major chapter
In a farewell note, Yilun Chen reflected on his tenure at Apple as a period defined by rapid growth and exposure to notable internal projects, some of which remain unreleased. His roles spanned engineering, research, early product incubation, and hands-on prototyping, allowing him to build expertise across both mature and emerging teams.
Chen credited mentors, colleagues, and cross-functional collaborators for shaping his trajectory, calling the experience unforgettable and emphasizing how each team taught him different lessons about scaling technology, guiding product vision, and navigating fast-moving research environments. “Each role has offered me invaluable unique lessons… My deepest gratitude goes to my colleagues, mentors and friends,” he wrote.
Tesla’s Optimus lab secured the hire
Chen said the move to Tesla was driven by the momentum surrounding Optimus, a humanoid robot powered by LLM-driven reasoning and Physical AI. After visiting Tesla’s Optimus lab, he admitted that he was “totally blown away by the scale and sophistication of the Optimus lab and deep dedication of people when I got to visit the office.”
His first week at Tesla, he noted, involved spontaneous deep-tech discussions, a flat team structure, rapid prototyping cycles, and what he called a “crazy ideas with super-fast iterations” culture. Chen emphasized that the team’s ambition, as well as its belief that humanoid robots are now within reach, creates an energy level that feels aimed at changing the world.
-->“You can feel the energy to change the world here,” he wrote in a post on social media.
Tesla starts laying the groundwork for FSD tests in Austria
Tesla Semi factory looks almost complete during Thanksgiving weekend
