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Tesla’s march to mainstream Model 3 consumers

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Some great books of literature involve traveling down a road or up a river, and can provide great insight on human nature, such as Joseph Conrad’s “Heart of Darkness.” This novella was the basis for the movie, Apocalypse Now, where Colonel Kurtz has to be eliminated “with extreme prejudice.” Kurtz had gone mad and created his own army in this fictional story.

The movie’s cryptic themes resonate, such as who are the good guys and sound institutions as seen through Capt. Willard’s eyes.

So, with that as a background, how are certain institutions and Tesla supporters perceived in 2016? We know some of the characters: the Koch brothers and their multi-million dollar media campaign against electric vehicles; the conservative — whatever that means these days — LA Times, the short sellers at Seeking Alpha; and the tired histrionics of the old guard automotive press.

https://twitter.com/russellgold/status/793144519885590528

We’ve all seen the hit jobs, which portray Musk’s companies as some raging socialist entity receiving all these huge subsidies while everybody else is pure as the capitalist, driven snow. Volkswagen’s sweet dollops of government incentives for its Tennessee plant are just business for this old guard company or nevermind the fact that Tesla Motors has never gone bankrupt and bailed out like Chrysler and GM.

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Musk recently acknowledged the continuous hypocrisy regarding green incentives during the last earnings call last week:

“And then – I need to maybe write a longer blog piece sort of going through this, but Tesla’s sometimes criticized for relying on kind of tax credits and that kind of thing. People really misunderstand this. What matters is, what does Tesla receive relative to its competitors? Not, what does Tesla receive in the absolute?”

And, right on cue, an article titled Behind the Myth: Has the Onetime Valley Visionary Lost His Magic? from Salon.com touched all the bases.

The piece is pure rubbish but the well-written headline does tantalize. Maybe some insights on the manufacturing ramp-up for the Model 3? Or, the very real integration challenges between Solar City and Tesla, and possible cash drain for the company?

Nope, nada. Of course, the article provides a litany of nanny-state “points” for why this fledgling automaker is still standing.

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To Musk’s point, there’s no mention in the article that the federal $7,500 tax credit is capped at the first 200,000 electric vehicles or that other car manufacturers actually receive the same credits. And, for old time sake, the author cites the Department of Energy (DoE) program loan program, created by the Bush administration, and delivered to Tesla in 2010 as a point of real contention in 2016. Yep.

How about a dollop of government contracts for SpaceX as a huge conspiracy for this socialist rocket company to spread its political correctness to the universe, eh? Check.

The shit screed never mentioned that SpaceX builds its own motors and 80% of its components for its rockets and has literally upended the aerospace business model.

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That could be the reason for the big contract, eh?

How about Boeing or Lockheed Martin — and United Launch Alliance — taken to task for their government contracts or $63 million in incentives from state of Illinois some 15 years ago. Ruins the narrative, I guess.

The argument from relatively sane Tesla detractors is that the media or enthusiast sites are just Tesla supporters. All these sites have reports of Musk turning everything into gold. However, Tesla does miss. Like the Model X falcon wing doors, delivery numbers and deadlines. It’s reported everywhere.

But Tesla and Elon Musk has hit from day one with the Model S. Does anybody remember the derision thrown at Musk for introducing a luxury electric car first. Mmmmmm?

CNBC missed on that one and did they ever admit their mistake? No and what do they do now? They have Bob Lutz trot out the same old tired nanny state talking points. This shit is tired.

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That’s partially why the Tesla Army is on guard or the Tesla Cult is in force, to call out these these rubes and ghouls…and well-financed freaks, too. The other side of it is following a transformative company that is completely dedicated to its mission.

As my wife says, maybe it’s a “death rattle” for the old guard and thinking. Let’s hope so.

"Grant Gerke wears his Model S on his sleeve and has been writing about Tesla for the last five years on numerous media sites. He has a bias towards plug-in vehicles and also writes about manufacturing software for Automation World magazine in Chicago. Find him at Teslarati

Lifestyle

Tesla brings perhaps the coolest interior feature to cars in latest update

Tesla adds on to the “fun” aspect of its vehicles.

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Credit: Tesla

Tesla has brought perhaps the coolest interior feature to its cars in a new update that is rolling out to vehicles now.

The feature will require a newer vehicle that has interior ambient lighting, which is present on the new Model S, Model X, Model 3 “Highland,” and Model Y “Juniper.” The Cybertruck also has ambient lighting strips throughout.

Tesla Model Y’s ambient lighting design changes revealed in leaked video

With the Version 2025.26+ Software Update, Tesla is rolling out a new “Sync Accent Lights w/ Music” feature, which is available on the Tesla Toybox:

To enable the feature, you’ll access the Toybox, choose “Light Sync,” and then choose “Sync Accent Lights w/ Music.”

Although it does not improve the performance of the vehicle, it is yet another example of Tesla making one of the coolest cars out there. This is truly a cool add-on that can be used to impress your friends and family.

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xAI, Musk Foundation helps schools near Memphis supercomputer site

Reports of xAI and the Musk Foundation’s work were recently posted by local news media.

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(Credit: xAI)

Elon Musk’s artificial intelligence startup xAI and the Musk Foundation have been supporting Memphis-Shelby County Schools with HVAC repairs and facility upgrades, while also funding youth programs for students in the area. 

Reports of xAI and the Musk Foundation’s work were recently posted by local news media.

xAI’s school visits lead to facility repairs

Representatives from xAI visited John P. Freeman Optional School, Fairley High School, and Westwood High School, all of which are located near its Colossus supercomputer site, to assess HVAC systems, plumbing, gym facilities, and athletic fields. The visits resulted in a list of priority repairs, some of which were completed in April and May.

In addition to the repairs, xAI also shared a number of initiatives that are planned for students in the area, as stated in a Commercial Appeal report.

“xAI is working on providing STEM workshops for local students, donating equipment to technical training programs, and supporting job fairs to boost employment opportunities. These initiatives reflect xAl’s commitment to fostering education and economic growth in Memphis,” xAI noted in a statement.

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Musk Foundation donation

Apart from xAI, the Musk Foundation also donated $350,000 to the Boys & Girls Clubs of Greater Memphis, enabling the reopening of two club sites located at Booker T. Washington High School and Westwood High School. Both locations had closed earlier this year due to lapses in funding. As per xAI, the Musk Foundation’s donation allows clubs to reopen for almost 1,000 students. 

The donation will fund staffing, supplies, and transportation, among others. “Kids are the future of humanity,” Elon Musk said in a statement, adding that students need “every chance to shoot for the stars.”

“We’re honored to support the Boys & Girls Clubs of Greater Memphis in reopening these sites, giving kids in underserved communities the tools to build brighter futures,” Musk said.

The gift was praised by local officials, including Boys & Girls Clubs board chair Michael Garriga, who stated that the “commitment will ensure the youth of our community have the opportunities they need to develop their skills and talents to become successful students and future citizens.”

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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.

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Credit: Unplugged Performance

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.”

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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.

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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!”

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