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Tesla marketing push in China sparks hope for investors in the West
As Tesla has ramped its marketing presence in China, some investors are hopeful the automaker could expand the strategy to Western markets.
One significant distinction between Tesla and traditional automakers in Western markets is the EV leader’s lack of marketing and advertisements. Unlike Ford, Chevrolet, Jeep, or even premium brands like BMW and Mercedes, Tesla has never had a Superbowl commercial, nor does it engage in any other traditional marketing mediums. However, with some investors now pushing Tesla to begin a marketing effort, the automaker seems to be implementing a marketing blueprint in one of its largest markets, China.
Like in Western markets, Tesla controls a solid social media presence in its second-biggest region by sales. However, alongside this online focus, Tesla has also increasingly engaged with the public in person. Most typically, this can be seen in community engagement events, in which Tesla displays its lineup, working to educate and influence the Chinese public to consider a Tesla for their next car purchase.
One great example of this marketing strategy was seen earlier this week as Tesla appeared at the Xichan Tempel in Fuzhou, China. At this event, the automaker brought vehicles for potential customers to interact with and also showed off a prototype of the Optimus robot and set up fun games and activities for children to play with.
Today, another example was published on the Chinese social media website Weibo, in which Tesla showed off much of the same at a marketplace in Xi’an, China.
Most importantly, thanks at least in part to this advertising push, Tesla continues to be a leader in EV sales in China, despite the incredibly competitive market. Just demonstrating a sample of this success, the Tesla Model Y is consistently one of the top-sold vehicles in many regions in China. For some investors, these results are evidence that the company should feel emboldened to advertise in other markets.
Regarding Tesla’s marketing strategy in North America and Europe, as noted above, it is lacking, resulting in calls from many notable investors to begin some kind of advertising campaign. As reported earlier this week, the automaker already has a strong social media following, particularly on Twitter, where it now eclipses top brands like Apple and Facebook in followers.
Some Tesla fans have taken this advertising effort into their own hands. Perhaps the best examples have come from Sawyer Merrit on Twitter, who has been publishing a series of videos advertising the most attractive aspects of EV ownership, explicitly focusing on the incredibly popular Model Y.
I made a new @Tesla Model Y video: pic.twitter.com/fx1gMqeQfK
— Sawyer Merritt (@SawyerMerritt) May 4, 2023
Neither Tesla nor Elon Musk has commented recently regarding the push from investors to engage in advertising. However, the CEO has previously noted that his comments on Twitter serve as an advertisement for the brand. With a multi-million follower count, Musk certainly has the credibility to back up his statement.
Not all Tesla investors are behind the recent effort to begin advertising the Tesla brand, with many pointing out that the business’s lack of advertising is an attractive force on its own. Moreover, many believe that an investment in advertising would take away funding from Tesla’s primary focuses; engineering, design, and software development.
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Tesla has updated its Robotaxi app so riders can pick which vehicle they want before they book. The latest in-app screens now show two options side by side: the two-seat Cybercab and the four-seat Model Y.
A screenshot circulating Thursday shows the change in practice. In Austin, a rider could choose a gold Cybercab for two people or a Model Y for four. Tesla’s updated description calls Cybercab “our first purpose-built autonomous vehicle,” designed for safety, accessibility, and comfort, and says the lineup is available only through the Robotaxi app.
Tesla has updated their Robotaxi page in the App Store. You’ll be able to select if you want a Cybercab or Model Y Robotaxi.
“Our Robotaxi vehicle lineup now includes Cybercab, our first purpose-built autonomous vehicle. Designed for safety, accessibility and comfort, Cybercab… pic.twitter.com/Jff4klilDr
— Sawyer Merritt (@SawyerMerritt) September 3, 2026
The distinction is more than cosmetic, and it’s important to note that Robotaxi refers to the platform, while Cybercab refers to a vehicle.
Model Y Robotaxis have carried the service since it opened in Austin in mid-2025 and later expanded to Dallas, Houston, and parts of Florida. Those vehicles are converted production SUVs that still have steering wheels and pedals.
Cybercab is different. It has no driver controls, butterfly doors, a low seat height meant to work with wheelchairs, extra trunk space for assistive devices, and braille on the handles. Tesla has registered dozens of the two-seaters with Texas regulators in the days leading up to its September 3 Austin event.
Giving riders a choice lets Tesla match the vehicle to the trip. Most rides involve one or two people, which is where Cybercab is meant to be cheaper and more efficient to operate. Groups of three or four, or anyone who needs more space, can still request a Model Y.
The same app handles booking, payment, cabin settings, and, on Cybercab, features such as phone-based door opening and in-cabin voice controls.
The update does not mean every city suddenly has both cars available. Cybercab support is listed for Austin first, and the purpose-built fleet is still small compared with the existing Model Y roster. Even so, the app change marks a shift from a single-vehicle pilot to a mixed fleet.
Riders can now choose between the compact, purpose-built robotaxi and the familiar SUV that launched the service.
Tesla Cybercab sightings are broadening far and wide, well outside of downtown Austin, Texas, with autonomy in focus as the company plans to launch the all-electric, two-seater this evening in the Lone Star State.
Tesla is set to launch Cybercab to a small group of people this evening in a dedicated event in Austin, Texas. Public details on the event are relatively slim.
However, Tesla’s focus on Cybercab falls well outside of the downtown Austin area and is expanding well across the United States as things continue to move quickly with the company’s autonomous efforts in 2026. Today, various images of Cybercab fleets in interesting locations have started to circulate.
The most notable is a fleet of at least 20 Cybercabs at Miami International Airport in Florida. Spotted last night, the fleet is expansive and is indicative of a looming release of Cybercabs once regulatory boxes are checked off.
Tesla has already been operating the Robotaxi platform in Miami for several months, but this Cybercab fleet at the airport could be joining the ride-hailing platform as approvals arrive:
20+ Cybercabs spotted near Miami international airport. pic.twitter.com/ORLsw8yFhf
— Sawyer Merritt (@SawyerMerritt) September 3, 2026
Another fleet of Cybercabs was spotted at the Devon, PA showroom just outside of Philadelphia. We have seen several Cybercab units testing around the Philadelphia Metro Area, which is interesting considering Tesla does not have any active Robotaxi geofence in Pennsylvania.
Cybercab at the Devon location in PA has multiplied over the weekend. Seeing a few more test vehicles in the lot 👀 pic.twitter.com/DhJT4P1EkU
— Billy (@billykyle) August 22, 2026
Philadelphia would be an ideal location to test ride-hailing due to its dense tourist population, large, sprawling city layout, and to compete with other ride-hailing companies that operate in the city.
Expansive fleets of Cybercabs will be popping up in and around major cities throughout the rest of the year, if we were betting on it. Tesla has made it obvious that the Cybercab rollout will be aggressive and fast-paced, but within reason. Tesla is still prioritizing safety, so these testing phases will likely go on for some period of time before more members of the public are able to snag a Cybercab for a personal chariot.
The Tesla Model Y L is arguably the most hyped trim of the all-electric crossover, other than the Performance configuration that comes with white-knuckle speed and sports car-level handling.
However, it is not all perfect. Tesla owners in China who took delivery of the Model Y L, denoted with an L to highlight its longer wheelbase, are experiencing what they are referring to as “collapsing” of the rear wheels, as suspension issues appear to be an issue with some of the builds.
🚨 Model Y L owners in China report rear suspension sag
• Six-seat long-wheelbase Y. Shanghai. On sale since August 2025
• Owners say the rear tire-to-arch gap shrinks after mileage or a full load. Some cases after about 9,000 km loaded. Others near 30,000 km
• Tesla service… pic.twitter.com/Lr6i5Tbi07— Joe Hansen (@joehansen) September 1, 2026
The gap between the wheel arch and tire has narrowed to the point that “not even a single finger” could fit, according to a report from Car News China. The failures are not tied to a specific mileage, as one owner said that after just 9,000 kilometers (5,600 miles), they noticed the suspension issue when their car was fully loaded.
Another one had the issue at 30,000 kilometers (18,640 miles) and noticed that the wheel gap shrank to two fingers, so not as drastic as the person who reported a similar issue at 9,000 km.
Tesla Model Y L is gaining momentum in China’s premium segment
Along with the visual recognition of the issue, others are saying the sagging is causing abnormal wear on the inside of the tires. Extra weight and instant torque already provide additional stress on the tires in electric vehicles during normal operation, so it is no surprise that this is another complaint.
There has been no recall issued by Tesla, and the company has not yet publicly acknowledged the issue.
Some are suggesting that owners use a “finger test” to self-diagnose whether there is an issue with the suspension. There should be four fingers between the tire and the wheel well; anything less than that starts to get dicey.
Tesla Robotaxi riders will face the best dilemma when booking a ride
Tesla Cybercab sightings broaden well outside of Austin with autonomy in focus
