

News
How Tesla’s Elon Musk dunks on the competition just as their momentum builds
It’s an emotion-filled, intense game. When you’re down the court. In the zone. Elon Musk goes up for the slam and WHAM!
Just when you least expected it.
Oh, that’s gotta hurt.
The script plays out time and time again. Tesla and SpaceX CEO Musk bursts into action. Like a runaway freight train. But with intent. Strategy. Musk charges in with a timely announcement to derail the momentum of his competition, just as they’re about to gain traction. Cheers for the competition become silence.
We were reminded of Musk’s mastery of the game this past week when a timely leaked email would inform the world that Tesla was preparing for volume production of its highly-anticipated Semi truck. Shares of Tesla shot up past $1,000 to raise the bar on its all-time high, while any trace of attention on a competing rival – Nikola – would be lost.

Electric-hydrogen commercial truck maker Nikola had just come off of a momentous week after going public in its Initial Public Offering.
While Musk’s announcement was surely a positive one for Tesla, there may have been some intent behind it. Just as Nikola’s stock began to climb, Musk derailed their momentum by announcing Tesla’s plan to prioritize the Semi truck production. It’s a classic page out of Musk’s successful playbook to leverage a competitor’s momentum, as media centers the conversation around a particular industry, before ripping the ball away from the competition and go in for the slam dunk. It has happened throughout his storied career. And it will continue to do so.
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Porsche Taycan. We drove it. We appreciated it and we were on the bandwagon that the Porsche Taycan and its “repeatable performance” was destined for the famed Nürburgring. It was one of the first stories I covered as a writer for Teslarati and I can remember it pretty vividly. The Taycan hit the Green Hell in Germany in August and reportedly set a track record for a four-door production vehicle. However, that story wouldn’t last long.
Not more than a couple of weeks later, on September 5, Musk announced the Model S would be arriving at the Nürburgring to test its performance at the notoriously difficult racetrack. But it surely didn’t stop there. Musk then stated that Tesla had been developing an entirely new version of the Model S behind the scenes and that the wide-body design was a brand new tri-motor setup of the company’s flagship sedan. It was called “the Plaid Powertrain,” and it ripped through the Ring in record time.
Just as Porsche was starting to gain some momentum as an EV competitor to Tesla, Musk ripped their title right out from under them. Within a few weeks, everyone was done talking about the Taycan and wanted to know more about the Plaid Model S. As of right now, it is still a car that has is relatively face-value details available, but we all know it is going to be fast.
Next, Rivian’s momentum was surely derailed by Musk when the company decided to unveil the Cybertruck. Rivian’s R1T was going to be “the next big thing” in the consumer pickup truck segment. Personally, I was pretty impressed with how many people knew about Rivian, because many friends who have little interest in the automotive sector as a whole knew who Rivian was. In California, this wouldn’t be as impressive. But I live in Pennsylvania, and it was pretty cool to hear people talk about Rivian in such a mainstream manner.
In November, Rivian had been holding more reservation events, developing its production facilities, filing patents, and really establishing itself as a real leader in the EV pickup market. Then came along the Cybertruck.
The Cybertruck’s design and its dystopian-like unveiling event were enough to derail Rivian’s momentum. Nobody was talking about Rivian, and even to this day nearly eight months later, the Cybertruck is still the hot topic. While Rivian remains a relevant character in the electric pickup truck community, the casual electric car fan is sharing articles about the Cybertruck, and not the R1T.
I’ll be honest, the space race rivalry between Musk and Bezos isn’t something I’ve followed as closely as the automotive stuff. But I remember when Bezos was on CNN in 2015 talking about his Blue Origin rockets being the first fully reusable rockets in the world. But SpaceX had successfully landed a reusable rocket in 2012. Not to mention, Musk’s words were often times reused by Bezos, who would pawn them off as his own idea. A video of that is available here.
https://youtu.be/Qe_TTI64fJA
Anyway, the proof is in the pudding. Musk has used other companies to time his announcements for groundbreaking products. He did it with the Plaid Model S, he did it with the Cybertruck, and he did it with the Semi. Momentum building is especially difficult in automotive manufacturing simply because most companies all share the same features and commonalities. It takes something truly special for people to get excited.
Elon has developed an interesting way to spread the word about his new products, and he’s basically used other companies to do it. Some might call it timely, some might call it rude. I call it smart.
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News
SpaceX’s Crew-11 mission targets July 31 launch amid tight ISS schedule
The flight will lift off from Launch Complex 39A at Kennedy Space Center in Florida.

NASA and SpaceX are targeting July 31 for the launch of Crew-11, the next crewed mission to the International Space Station (ISS). The flight will lift off from Launch Complex 39A at Kennedy Space Center in Florida, using the Crew Dragon Endeavour and a Falcon 9 booster.
Crew Dragon Endeavour returns
Crew-11 will be the sixth flight for Endeavour, making it SpaceX’s most experienced crew vehicle to date. According to SpaceX’s director of Dragon mission management, Sarah Walker, Endeavour has already carried 18 astronauts representing eight countries since its first mission with NASA’s Bob Behnken and Doug Hurley in 2020, as noted in an MSN report.
“This Dragon spacecraft has successfully flown 18 crew members representing eight countries to space already, starting with (NASA astronauts) Bob (Behnken) and Doug (Hurley) in 2020, when it returned human spaceflight capabilities to the United States for the first time since the shuttle retired in July of 2011,” Walker said.
For this mission, Endeavour will debut SpaceX’s upgraded drogue 3.1 parachutes, designed to further enhance reentry safety. The parachutes are part of SpaceX’s ongoing improvements to its human-rated spacecraft, and Crew-11 will serve as their first operational test.
The Falcon 9 booster supporting this launch is core B1094, which has launched in two previous Starlink missions, as well as the private Ax-4 mission on June 25, as noted in a Space.com report.
The four-members of Crew-11 are NASA astronauts Zena Cardman and Mike Fincke, as well as Japan’s Kimiya Yui and Russia’s Oleg Platonov.
Tight launch timing
Crew-11 is slated to arrive at the ISS just as NASA coordinates a sequence of missions, including the departure of Crew-10 and the arrival of SpaceX’s CRS-33 mission. NASA’s Bill Spetch emphasized the need for careful planning amid limited launch resources, noting the importance of maintaining station altitude and resupply cadence.
“Providing multiple methods for us to maintain the station altitude is critically important as we continue to operate and get the most use out of our limited launch resources that we do have. We’re really looking forward to demonstrating that capability with (CRS-33) showing up after we get through the Crew-11 and Crew-10 handover,” Spetch stated.
Lifestyle
EV fans urge Tesla to acquire Unplugged Performance for edge in fleet and security industry
Unplugged Performance has built a name for itself by producing performance upgrades for Tesla vehicles.

A growing number of Tesla enthusiasts and longtime community voices are calling on the electric vehicle maker to acquire Unplugged Performance, a California-based aftermarket company best known for tuning Tesla vehicles and developing specialized government fleet solutions under its UP.FIT division.
The idea was once considered a niche proposal among EV fans, but it is now gaining serious attention not just as a performance play but as a strategic move to deepen Tesla’s roots in the fleet and security industry.
A strategic fit
Unplugged Performance has built a name for itself by producing performance upgrades for Tesla vehicles, from track-optimized components to visual and aerodynamic upgrades. But in recent years, its UP.FIT division has pivoted toward a more functional future by outfitting Tesla vehicles like Model Ys for police, military, and government use.
That work has sparked growing calls for closer collaboration with Tesla, especially as the EV maker increasingly leans into autonomy, AI, and fleet services as core components of its next chapter.
“I posted this four years ago, but I think it’s more true now than ever,” wrote Whole Mars Catalog, a well-known Tesla investor and FSD Beta tester, on X. “Tesla should buy Unplugged. But not just as a Performance division. What they are doing with UP.FIT unlocks large government and commercial fleet purchases that can improve utilization.”
Tesla fans such as shareholder Sawyer Merritt echoed the sentiment, calling Unplugged a “great fit within Tesla.” adding, “They are literally located directly next to Tesla’s design studio in Hawthorne.”
Enabling the next wave
Supporters of the idea noted that integrating Unplugged into Tesla’s corporate structure could help accelerate the adoption of autonomous technologies in government sectors. With UP.FIT patrol cars already in use across some U.S. police departments, Tesla fans envisioned a future where self-driving Teslas could potentially revolutionize law enforcement, search-and-rescue, and public service logistics.
“Just imagine how autonomous patrol cars could transform policing and bring us into a safer future,” the veteran FSD tester wrote.
The benefits could also extend to Tesla’s existing consumer base. “They also have some incredible products in the works that I think will appeal to many ordinary Tesla drivers — not just those looking for performance or mods. Stuff that’s so good it should have come straight from the design studio next door,” Whole Mars Catalog noted.
Unplugged Performance, founded in 2013, shares not just a product vision with Tesla, but also geography. Its Hawthorne headquarters sits directly adjacent to Tesla’s design studio, and the two companies have maintained a close working relationship over the years. The aftermarket firm has long positioned itself as a “mission-aligned” partner to Tesla.
In response to the recent calls for acquisition, Unplugged Performance acknowledged the support from the community. “Our very existence is to support the Tesla mission with @UpfitTesla and @UnpluggedTesla,” Unplugged CEO Ben Schaffer posted on X. “We love working with Tesla and are grateful for the community’s support since 2013!”
News
Tesla debuts hands-free Grok AI with update 2025.26: What you need to know
All new Tesla vehicles delivered on or after July 12, 2025, will include Grok AI out of the box

Tesla has begun rolling out Grok, an in-car conversational AI assistant developed by xAI, to eligible vehicles starting July 12. The feature marks the most direct integration yet between Elon Musk’s artificial intelligence startup and Tesla’s consumer product lineup, offering drivers hands-free access to a chat-style companion while on the road.
Grok comes pre-installed on new vehicles
According to Tesla’s FAQ page for the feature, all new vehicles delivered on or after July 12, 2025, will include Grok AI out of the box. Owners of older vehicles may gain access through an over-the-air update, provided their vehicle meets a few hardware and software requirements.
Specifically, Grok is currently only supported on Tesla models equipped with an AMD infotainment processor and running vehicle software version 2025.26 and higher. Compatible models include the Model S, Model 3, Model X, Model Y, and Cybertruck. A Premium Connectivity subscription or active Wi-Fi connection is also required.
Tesla notes that additional vehicle compatibility may arrive in future software updates.
Grok’s features and limitations for now
Drivers can engage with Grok using the App Launcher or by pressing and holding the voice command button on the steering wheel. Grok is designed to answer questions and hold conversations using natural language, offering responses tailored to its chosen personality—ranging from “Storyteller” to the more eccentric “Unhinged.”
For fun, Tesla posted a demonstration of Grok likely running on “Unhinged” talking about what it would do to Optimus when they are on a date, much to the shock of the humanoid robot’s official social media account.
It should be noted, however, that Grok cannot currently issue commands to the vehicle itself, at least for now. Traditional voice commands for tasks like climate control, navigation, or media remain separate from Grok as of writing.
The feature is being released in Beta and does not require a Grok account or xAI subscription to activate, although that policy may change over time.
Grok privacy and in-car experience
Tesla emphasizes that interactions with Grok are securely processed by xAI and not linked to a user’s Tesla account or vehicle. Conversations remain anonymous unless a user signs into Grok separately to sync their history across devices.
Tesla has also begun promoting Grok directly on its official vehicle webpages, showcasing the feature as part of its in-car experience, further highlighting the company’s increasing focus on AI and infotainment features on its all-electric vehicles.
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