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Tesla’s unique strategy regarding crucial Cybertruck details is the best ad there is

Credit: Nattanan Sirivadhanabhakdi/Facebook

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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.

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.

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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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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 seems to have fixed one of Full Self-Driving’s most annoying features

Tesla seems to have resolved an issue that many users of the Full Self-Driving suite complained about recently.

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Tesla's Cabin-facing camera is used to monitor driver attentiveness. (Credit: Andy Slye/YouTube)

Tesla seems to have listened to drivers and owners who complained about a very annoying feature that monitors the eyes of the vehicle operator while using the Full Self-Driving suite.

Earlier this month, owners complained that versions of Full Self-Driving Supervised were too quick to alert drivers of their eyes going off the road, which is required for operation.

Tesla to fix an FSD driver monitoring annoyance, Elon Musk hints

If you’re doing something as simple as adjusting HVAC settings or changing Autopilot speed offset, the cabin-facing camera would alert the driver that their eyes need to be on the road.

It was incredibly quick to warn you, and many argued that changing these features while the vehicle is using FSD is safer than doing it while operating the car manually.

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After several complaints, Tesla CEO Elon Musk said he agreed with the fact that FSD would warn drivers so quickly. When a user on X noted that “I can’t even glance at the display to add a nav stop without getting yelled at” and stated it was what they hated most about FSD, Musk replied, “You’re right.”

Tesla is now rolling out a new update of the FSD suite with v13.2.9, which includes various improvements. One of which appears to be a less dramatic driver monitoring system, which includes perhaps a slightly longer grace period before it will alert you to look at the road.

Several owners are reporting they’ve noticed a change, with it being less restrictive than previously:

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Driver monitoring is very important, considering people do abuse FSD and its capabilities. It is important to pay attention, even if you are overwhelmingly confident in the abilities of FSD, because, in the event of an accident, Tesla will be the one to take the bad publicity for it.

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This is even if the driver is found liable for the accident.

However, from personal experience, the alerts it gave were slightly dramatic, and I felt that they were over the top. I was admonished by the driver monitoring system for simply adjusting the Autopilot speed offset.

Many owners welcome this change. FSD is being refined with every update, becoming more robust, accurate, and less naggy with its requests.

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Tesla details latest safety addition with new Model Y

Tesla’s newest safety feature isn’t even visible to the human eye when you get in the new Model Y

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Tesla has detailed the addition of its latest safety feature that comes standard with the new Model Y. It is a feature that has been in development for several years and aims to assist in saving lives while also enabling other safety features.

Within the past few years, Tesla has been developing an in-cabin radar that was aimed at detecting humans left in the vehicle that typical cameras would not detect. It was a feature that was initially developed to save the lives of children, who die a handful of times each year from being left in cabins without air conditioning.

Teslarati first reported on the development of an in-cabin radar system several years ago through Federal Communications Commission (FCC) documents, which showed Tesla was hoping to gain approval for a wave sensor that would detect heartbeats instead of relying on cameras.

Tesla safety tech takes giant step with FCC approval for wave sensor

The company has started using the in-cabin radar system with the new Model Y, which has been available in the U.S. for several months. Tesla has released the new Model Y Owner’s Manual online, which gives us a first-hand look at the details it released on the various advancements it has made with the newest version of the best-selling vehicle in the world.

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Credit: Tesla

As shown above, the Model Y’s new cabin radar is located above the rearview mirror and behind the ceiling gear shifter buttons.

Tesla describes its duties:

“Cabin radar can detect the presence of people inside the vehicle and use the measurements to determine occupancy. Cabin radar supports certain vehicle and safety features, including driver detection, seat occupancy, Occupant Classification System (OCS), and auto parking brake engagement.”

Interestingly, Tesla has added that it will be able to enable auto parking brake engagement, a great feature for when someone exits the vehicle. In the past, we knew it would handle driver and occupant protection, but we did not recognize its value as a way to enable a parking brake.

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Tesla’s Elon Musk clarifies shocking Optimus fact

Musk clarified that while Optimus is already impressive today, it is still very far from its planned final form.

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Credit: Tesla Optimus/X

This week has been a tour de force of Tesla Optimus demonstrations. But even with the humanoid robot’s already impressive capabilities, CEO Elon Musk dropped a comment that truly made Optimus even more exciting. 

Inasmuch as Optimus today is likely one of the most advanced humanoid robots in the industry, it is still nothing close to what Tesla really wants to create.

Optimus Demonstrations

Optimus’ demonstrations this week caught headlines because they showed the humanoid robot performing impressive dance moves. Initially, a video posted by Elon Musk on social media platform X showed Optimus dancing while being tethered to a cable. A follow up video upped the ante, with Optimus performing actual ballet moves without any support.

Comments from Tesla Vice President of Optimus (Tesla Bot) Milan Kovac revealed that the humanoid robot’s movements were fully learned in simulation and zero-shot transferred to real without extra training. Elon Musk later joked that he would be accompanied by a troupe of dancing Optimus robots at the 2024 Tesla Annual Shareholder Meeting.

Not Even Close

But in another follow-up comment on X, Musk clarified that while Optimus is already impressive today, it is still very far from its planned final form. This was quite surprising as the humanoid robot is already in initial production at the Fremont Factory. Even in its current state, Optimus also looks production-ready. Elon Musk even noted that Optimus robots are just walking around Tesla’s factories today around the clock, charging themselves as needed.

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Credit: @heydave7/X

With this in mind, one could wonder what Optimus’ final form could really be like. While the humanoid robot’s current iteration is already pretty sleek, perhaps Tesla is still developing Optimus until its appearance could mirror the robot’s static display model that the company showed off back in 2021. That Optimus model featured very human proportions and joints, making it look more like an android from a sci-fi flick than a humanoid robot with obvious mechanical parts.

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