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Live Updates: Tesla Giga Berlin final environmental permit press conference
After two years of construction, Tesla Gigafactory Berlin has secured its final environmental approval. The approval was discussed by Brandenburg Minister-President Dietmar Woidke during a press conference today.
A background of Tesla Giga Berlin, as well as the delays that hit the project along the way, have been discussed in our previous coverage from earlier today. Click here to access our backgrounder on Tesla’s Giga Berlin project.
But today, it’s all about Giga Berlin’s final environmental approval. The following were the topics discussed during the press conference, as well as some notable updates and quotes during the press conference (Quotes provided by Google Translate unless otherwise stated).
A press release has been sent out by Brandenburg about Tesla Gigafactory Berlin’s final approval. The following are some of the highlights from the document.
Potsdam/Frankfurt (Oder) – Today, Friday (March 4), the State Office for the Environment (LfU), which is responsible for immission control approval procedures, issued the approval for the Tesla factory in Grünheide (Oder-Spree district) in Brandenburg and handed it over to the project developer.
The approval notice will shortly be published in the official gazette for the state of Brandenburg, in the local daily newspapers and on the internet. The notice of approval is available for two weeks from the date of publication in the municipality of Grünheide (Mark), the town of Erkner, the Spreenhagen office and the seat of the administration of the Oder-Spree district in Beeskow as well as in the State Office for the Environment in Frankfurt (Oder) inspection off. The period of one month during which objections to the approval can be raised begins with the end of the exhibition. At the same time, the approval notice is published on the Internet on the EIA portal of the state of Brandenburg, where it can be viewed until the end of the objection period.
The project, which was approved with the 536-page decision, includes the plan for the production of up to 500,000 vehicles per year, aluminum smelting plants and an aluminum foundry, plants for surface treatment, heat generation, and storage. The facility also includes battery cell production, an operational wastewater treatment plant, a fire brigade equipment house, a high-bay warehouse, as well as laboratories and workshops.
The Tesla approval process is unusual in several ways. In a comparatively short time, the State Office for the Environment inspected and approved not just a factory, but an entire industrial area with several large-scale plants and repeated public participation.
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06:55 a.m. PST – Grunheide Mayor Arne Christiani highlights that Tesla’s work is a Herculean task. He also points out that Giga Berlin will provide opportunities, particularly jobs, in the area. Commenting on how the electric vehicle facility could benefit the region, the official stated that Tesla bringing Giga Berlin to the area is similar to “winning the lottery.”
06:52 a.m. PST – Jorg Steinbach takes the stage. He speaks about how important Giga Berlin is to the region. Brandenburg, after all, was not that prolific for high-profile investments before. With Tesla’s Gigafactory Berlin, the state is now high on the list of locations that companies are looking at for industrial projects. Tesla’s presence has already signaled the development of an entire integrated supply chain.
06:50 a.m. PST – With the final approval now secured, Tesla now has to secure its operational permit for Giga Berlin’s Model Y production. About 400 conditions and requirements have been defined in the permit, which may seem like a lot, but are really not many, according to Vogel. The permit includes 23,700 pages of applications (HT Alex Voigt).
06:49 a.m. PST – Vogel reiterates that the final permit for Gigafactory Berlin is an “intermediate step.” He also praised those who were responsible for the approval of Giga Berlin, as they did not lose sight despite all the noise surrounding the project. “Those responsible for the approval have not been deterred by the media and political attention to the project. [We] have checked the approval requirements in this process,” Vogel remarked.
06:48 a.m. PST – Alex Vogel takes the stage and discusses the meticulous process involved in the approval of Gigafactory Berlin. “It couldn’t have been done faster, but we have to say that every procedure was carried out within the framework for federal German law approval,” he said.
06:46 a.m. PST – The Minister-President did highlight, however, that while the approval of Tesla Giga Berlin is a good day for the state of Brandenburg, it should not take away from the grave situation in Ukraine, which is currently being attacked by Russia. “I very much hope that this criminal attack by Putin on Ukraine will end as quickly as possible,” Woidke said.
06:45 a.m. PST – Minister-President Woidke highlights that the approval process of Giga Berlin was a challenge for Germany. “You know (this) was also doubted across Germany at the time. Is it even possible in Germany to meet the requirements, is it possible within two years to get the third-largest automobile factory in Germany (approved)? That’s what we’re talking about there, after all, building it up and making it a success…. I learned a lot from this project, yes. I also learned that (while) planning and approval is possible in Germany, I also have to change a lot. That is a discussion that we will continue at the federal level,” the Minister-President said.
06:41 a.m. PST – Almost 3,000 Tesla employees are already working daily in Gigafactory Berlin (credit to Alex Voigt for this translation)
06:40 a.m. PST – Minister-President Woidke notes that the approval of Giga Berlin was a mammoth task for Brandenburg. “I do believe that today, this March 4th, is a big step into the future for Brandenburg… I’m firmly convinced that in 20, 30, 40 years, if you look at the history of Brandenburg, there will be a time before Tesla and a time with Tesla,” Woidke said.
06:35 a.m. PST – Minister-President Woidke confirmed that the final construction permit for Gigafactory Berlin has been issued and given to Tesla.
06:30 a.m. PST – The press conference begins. Introductions are made. Brandenburg Minister-President Dietmar Woidke’s Tesla Team are introduced. Appreciation is extended to every member of “Task Force Tesla,” as each one was pivotal in getting the facility’s approvals passed.
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Elon Musk
Tesla is ramping up its advertising strategy on social media
Tesla has long stood out in the automotive world for its unconventional approach to advertising—or, more accurately, its near-total avoidance of it. For over a decade, the company spent virtually nothing on traditional marketing.
Tesla seems to be ramping up its advertising strategy on social media once again. Marketing and advertising have not been a major focus of Tesla’s, something that has brought some criticism to the company from its fans.
However, the company looks to be making adjustments to that narrative, as it has at times in the past, as ads were spotted on several different platforms over the past few days.
On Facebook and YouTube, ads were spotted that were evidently placed by Tesla. On Facebook, Tesla was advertising Full Self-Driving, and on YouTube, an ad for its Energy Division was spotted:
Tesla also threw up some ads on YouTube for Energy https://t.co/19DGQMjBsA pic.twitter.com/XQRfgaDKxY
— TESLARATI (@Teslarati) March 9, 2026
Tesla has long stood out in the automotive world for its unconventional approach to advertising—or, more accurately, its near-total avoidance of it. For over a decade, the company spent virtually nothing on traditional marketing.
In 2022, Tesla’s U.S. ad spend was roughly $152,000, a rounding error compared to General Motors’ $3.6 billion the following year.
Traditional automakers averaged about $495 per vehicle on ads; Tesla spent $0. CEOElon Musk’s stance was explicit: “Tesla does not advertise or pay for endorsements,” he posted on X in 2019. “Instead, we use that money to make the product great.”
The strategy relied on word-of-mouth from delighted owners, Elon’s massive X following, viral product launches, media frenzy, and customer referrals. A great product, Musk argued, sells itself. It does not need Super Bowl spots or billboards. Resources poured into R&D instead, with Tesla investing nearly $3,000 per car, far more than rivals.
Tesla counters jab at lack of advertising with perfect response
This reluctance wasn’t arrogance; it was philosophy, and Musk made it clear that the money was better spent on the product. Heavy spending on ads was seen as wasteful when innovation and authenticity drove organic demand. Shareholder calls for marketing budgets were ignored.
The current shift, paid Facebook ads promoting Full Self-Driving (Supervised) and YouTube Shorts offering up to $1,000 back on Powerwall batteries, marks a pragmatic evolution.
These targeted campaigns coincide with the end of one-time FSD purchases and a March 31 deadline for FSD transfer eligibility on new vehicles.
This move likely signals Tesla adapting to scale, as well as a more concerted effort to stop misinformation regarding its platform. As EV competition intensifies and the company bets big on robotaxis and energy storage, pure organic buzz may not suffice to hit adoption targets. Selective digital ads allow precise, cost-effective reach without abandoning core principles.
If successful, it could foreshadow measured expansion into marketing, boosting high-margin software and home energy revenue while preserving Tesla’s innovative edge. But, it’s nice to see the strategy return, especially as Tesla has been reluctant to change its mind in the past.
News
Tesla Model Y outsells everything in three states, but Ford dominates
The Model Y’s success here highlights accelerating mainstream adoption of electric SUVs, which offer spacious interiors, impressive range, rapid acceleration, and low operating costs.
The Tesla Model Y was the best-selling vehicle in three different states in the U.S. last year, according to new data that shows the all-electric crossover outsold every other car in a few places. However, Ford widely dominated the sales figures with its popular F-Series of pickups.
According to new vehicle registration data compiled by Edmunds and visualized by Visual Capitalist, the Ford F-Series, encompassing models like the F-150, F-250, F-350, and F-450, claimed the title of best-selling vehicle in 29 states.
This dominance underscores the pickup truck’s unbreakable appeal across much of the country, particularly in rural, Midwestern, Southern, and Western states, where towing capacity, durability, and utility for work or recreation remain top priorities.
The Tesla Model Y is the best-selling vehicle in California, Washington, and Nevada
How many states will it dominate next year? https://t.co/ERyoyce42D
— TESLARATI (@Teslarati) March 9, 2026
The F-Series has held the crown as America’s overall best-selling vehicle for decades, a streak that continued strong into 2025 despite broader market shifts.
Yet, amid this truck-heavy reality, Tesla made a notable breakthrough. The Model Y emerged as the top-selling vehicle, not just the leading EV, but the outright best-seller in three key states: California, Nevada, and Washington.
These West Coast strongholds reflect regions with robust EV infrastructure, high environmental awareness, generous incentives, and tech-savvy populations. In California alone, nearly 50 percent of new vehicle registrations were electrified, far outpacing the national average of around 25 percent.
The Model Y’s success here highlights accelerating mainstream adoption of electric SUVs, which offer spacious interiors, impressive range, rapid acceleration, and low operating costs.
Elon Musk: Tesla Model Y is world’s best-selling car for 3rd year in a row
Elsewhere, Japanese crossovers filled many gaps: Toyota’s RAV4 and Honda’s CR-V topped charts in several urban and densely populated Northeastern and Midwestern states, where fuel efficiency, reliability, and family-friendly features win out over larger trucks.
While Ford’s broad reach shows traditional preferences persist, at least for now, Tesla’s Model Y victories in high-population, influential states signal a gradual but undeniable transition toward electrification. As charging networks expand and battery technology improves, more states could follow the West Coast’s lead in the coming years.
This 2025 map captures a pivotal moment: pickup trucks still rule the majority, but EVs are carving out meaningful territory where consumer priorities align with sustainability and innovation. The road ahead promises continued competition between legacy giants and electric disruptors.
Elon Musk
Elon Musk shares updated Starship V3 maiden launch target date
The comment was posted on Musk’s official account on social media platform X.
SpaceX CEO Elon Musk shared a brief Starship V3 update in a post on social media platform X, stating the next launch attempt of the spacecraft could take place in about four weeks.
The comment was posted on Musk’s official account on social media platform X.
Musk’s update suggests that Starship Flight 12 could target a launch around early April, though the schedule will depend on several remaining milestones at SpaceX’s Starbase launch facility in Texas.
Among the key steps is testing and certification of the site’s new launch tower, launch mount, and tank farm systems. These upgrades will support the next generation of Starship vehicles.
Booster 19 is expected to roll to the launch site and be placed on the launch mount before returning to the production facility to receive its 33 Raptor engines. The booster would then return for a static fire test, which could mark the first time a Super Heavy booster equipped with Raptor V3 engines is fired on the pad.
Ship 39 is expected to undergo a similar preparation process. The vehicle will likely return to the production site to receive its six engines before heading to Massey’s test site for static fire testing.
Once both stages are prepared, the booster and ship will roll out to the launch site for the first full stack of a V3 Super Heavy and V3 Starship. A full wet dress rehearsal is expected to follow before any launch attempt.
Elon Musk has previously shared how SpaceX plans to eventually recover Starship’s upper stage using the launch tower’s robotic arms. Musk noted that the company will only attempt to catch the Starship spacecraft after two successful soft landings in the ocean. The approach is intended to reduce risk before attempting a recovery over land.
“Should note that SpaceX will only try to catch the ship with the tower after two perfect soft landings in the ocean. The risk of the ship breaking up over land needs to be very low,” Musk wrote in a post on X.
Such a milestone would represent a major step toward the full reuse of the Starship system, which remains a central goal for SpaceX’s long-term launch strategy.
Tesla is ramping up its advertising strategy on social media
Tesla Model Y outsells everything in three states, but Ford dominates
