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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?
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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.
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Tesla has started to deploy the 2026 Summer Update to owners across its fleet, and among the biggest changes are improvements to Navigation, a new startup animation for the Model 3 and Model Y, Caraoke scoring, and new capabilities for Grok.
As the update has started making its way to some cars, we can now see a few of the features operating in real-time. We will show you what some of the new features look like in this article, along with some additional details on what changed.
Not all of the new features in the 2026 Summer Update have quite made an appearance, but some of them have, so we’ll show those here:
New Animation Screen for 3/Y
Tesla is rolling out a new startup animation for Tesla Model 3 and Model Y owners. This is present in Launch Edition and Performance Model 3 and Model Y, but other trim levels do not have anything like this.
The new animation screen on Model 3/Y with the 2026 Summer Update
Apparently color will also be customizable: pic.twitter.com/wSdwggtG3S
— TESLARATI (@Teslarati) July 27, 2026
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Owners can adjust the color associated with the startup animation to suit their preferences. It is a surprise that more automakers do not focus on this animation for their vehicles; it can be a great first impression piece and make the car immediately feel more luxurious.
Tesla has included this on more premium trims, but it is nice to see it on the Model 3 and Model Y.
Grok Improvements
Grok can now adjust more things in the car outside of the Navigation system. Now, drivers can adjust anything from climate to driving settings by simply speaking to the AI assistant in the car:
@Tesla‘s AI assistant (Grok) with its new vehicle commands in action.
Set the climate, your destination and vehicle settings all in one go! pic.twitter.com/0bBTqaAk6G
— Not a Tesla App (@NotATeslaApp) July 28, 2026
You don’t even have to push a button, either. Instead, you can just say “Hey, Grok,” if you have it enabled. That feature rolled out with the 2026 Spring Update just a few months back.
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This is a great feature, especially pertinent for the Robotaxi platform, as there will be no buttons inside the Cybercab when it eventually starts giving rides to the public. It also broadens Grok’s capabilities, which were relatively limited in terms of vehicle setting adjustments beforehand.
Tesla briefly offered one Robotaxi part in its Parts Catalog for your personal car, only to remove it just a short time after it was first noticed.
Tesla’s Robotaxi camera washer apparatus was briefly available for purchase on the company’s Online Parts Catalog. The camera washer was first noticed on Model Y Robotaxi vehicles about six months ago in Austin.
🚨 Tesla looks to have installed Camera Washers on the side repeater cameras on Robotaxis in Austin
pic.twitter.com/xemRtDtlRR— TESLARATI (@Teslarati) January 23, 2026
First noticed by Not a Tesla App, the Camera Washer entries appeared for the new “Juniper” Model Y under a category called “Halo,” which has also now disappeared. Interestingly, Halo probably is related to Tesla’s internal “Project Halo,” which was a project that aimed to retrofit customer-owned Model Ys into functional Robotaxis.
This hardware addition would likely be required for the vehicle to operate as a Robotaxi, as the Camera Washer seems to be a non-negotiable part of the vision-based system Tesla utilizes for self-driving efforts.
However, this part has since been removed and is no longer visible on the EPC.
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Now the true question lingers: Why would Tesla add this Camera Washer to the Model Y parts catalog? Is it planning to make it available for owners to utilize on their own cars for personal use, or will it become a prerequisite for Robotaxi operation in customer-owned cars?
While discussing the upgrade options for Hardware 3 vehicles during the Q1 Earnings Call, Tesla CEO Elon Musk had said that the company could establish small, satellite shops that would upgrade cameras and self-driving computers. Perhaps this same strategy could be utilized for vehicles that want to be included in Robotaxi but do not have the correct hardware.
AI4 is currently represented as capable of unsupervised self-driving, and the same was said about HW3 at one point, only for Tesla to admit last quarter that it would, unfortunately, not be possible. Perhaps AI4 vehicles might need this camera washer as a prerequisite, just as HW3 cars will need that camera and computer upgrade.
This could be the first hint of that’s where we are headed.
Tesla has started rolling out a broader change to the ride experience for its Robotaxi fleet by silencing turn signals, but the change is certainly polarizing.
Tesla has generally made it clear that its purpose-built ride-hailing platform, Robotaxi, will cater to the rider in nearly every way possible. This includes having climate preferences, music, and other personal settings loaded up in the car as the rider enters.
But Tesla is taking it a step further by muting turn signal chimes altogether, a change that appears to be a way to make the ride more peaceful:
Tesla has finally turned off the blinker/turn signal noises in their Model Y Robotaxis.
This is a small update, but will definitely be noticeable for riders. It didn’t really make much sense to leave the turn signal sound on when it’s Unsupervised. pic.twitter.com/ITwx60PAMO
— Sawyer Merritt (@SawyerMerritt) July 27, 2026
However, there are a handful of people who are not thrilled about this change. Turn signals are a conditioned part of the human mind for those who ride in a car regularly.
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Taking a turn without one feels strange and odd, and not hearing it click while activated could set off some alarms for riders, who might use the noise as confirmation that other drivers know of their intention to turn.
I kind of like it being on, threw me off when riding with Zoox who has had it disabled
— Dan Burkland (@DBurkland) July 27, 2026
Turn signal noises are still audible in customer cars, so if you use FSD in your personal vehicle, you will still hear the turn signal.
The move is certainly one that is unique, but not one that separates it from other ride-sharing services. In a normal car, the clicking sound confirms to the driver that the blinker is active. In a fully driverless Robotaxi, that feedback serves no purpose for passengers, other than peace of mind.
Tesla Summer Update begins rolling out: a look at the new features
Tesla briefly offered this Robotaxi part for your personal car
