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Tesla’s marketing strategies in China could address the negative narrative in the US
Over the course of the massive roller coaster ride that was Tesla’s first and second quarters this year, it has become particularly evident that the electric car maker is dealing with a lot of misinformation. After the first quarter’s lower-than-expected results, for example, Tesla faced multiple narratives suggesting that the demand for the company’s vehicles was fast declining, and that its growth story was dead. It was not until Tesla revealed its higher-than-expected delivery and production numbers in the second quarter that the narrative surrounding the company shifted a little bit for the better.
Being one of the most shorted companies in the market, Tesla is no stranger to misinformation campaigns. The company’s vehicles consistently rank high with safety agencies, yet the idea that the Model 3, S, and X are dangerous and catch fire all the time continues to persist. Tesla’s quarterly safety reports have consistently shown that fewer accidents happen when Autopilot is activated, but the driver-assist system is perceived as dangerous by a notable demographic of would-be car buyers nonetheless — and these are but the tip of the iceberg.
One of the most striking portions of Tesla’s 2019 Annual Shareholder Meeting last month involved a number of retail investors brainstorming solutions to address the alarming amount of misinformation surrounding the company. Responding to the concerned shareholders, Elon Musk admitted that he is at a little bit of a loss when it comes to battling the negativity surrounding Tesla, though he expressed his dislike for advertising campaigns that are deceptive to consumers. Nevertheless, considering that the Tesla Model 3 is now breaking into a market that is larger than it has ever dealt with before, it would be wise for the electric car maker to find a solid, subtle strategy that allows it to reach a wider audience, while shifting the narrative to a more positive direction in the process.
What is pretty remarkable is that Tesla does not need to look far to find a marketing strategy that works without being deceptive. Over in China, there is a company that has shown a notable degree of cleverness with its marketing efforts, utilizing creative campaigns that help improve the perception of the public to its brand. That company is Tesla.
Tesla has been around in China since 2014, when it started delivering the Model S to the region. For the most part, Tesla has competed much like a niche carmaker in the country, with the Model S and Model X being high-priced premium vehicles that are, in some way, considered as status symbols for the wealthy. This is changing with the arrival of the Model 3, as the electric sedan’s lower price opens up the Tesla ecosystem to a far broader demographic. The buildout of Gigafactory 3 in Shanghai, which will be producing locally-made Model 3 and Model Y, will make Tesla’s vehicles even more accessible to the mainstream market in the near future.
With Model 3 deliveries already underway and with Gigafactory 3’s buildout progressing faster than expected, it is pertinent for Tesla to ensure that the company is well marketed for Chinese consumers. This is where things get particularly interesting, since Tesla has been conducting a subtle, clever, and likely effective marketing campaign for the Chinese market as of late. Immediately noticeable is the care that the company has taken to respect the country’s culture and traditions, as shown in the tastefully-designed cards Tesla sent out during last month’s Dragon Boat Festival, and the reviewers that the electric car maker released for high school students in the days leading up to the national college examination. These were simple gestures, but they showed that Tesla is a company that is respectful and grounded.
Other marketing campaigns that have raised Tesla’s visibility in the Chinese market have been equally tasteful. Just recently, Tesla and QQ Music, a popular music streaming service in the country, held a series of “Music Parties” in key cities. These were hip events that were aimed at the younger demographic, many of whom are or will be looking to buy their first vehicle in the near future. The company has also launched a Tesla Performance Driving School, which involves the company hiring professional drivers to teach Model 3 owners how to get the most fun out of their vehicles. This program promotes the capabilities of the Model 3 Performance, while giving the impression that Tesla is a responsible company that encourages high-speed driving in safe, regulated environments.
Also notable were Tesla-organized road trips, which are extended journeys over scenic routes that are aimed at promoting the company’s vehicles and the convenience of the Supercharger Network. Online, Tesla’s active marketing strategies in China are quite impressive as well, as evidenced by the spread of tutorials featuring its vehicles and their features. These pages, one which could be accessed here, feature clear guidelines about Autopilot’s proper utilization, its features, its limitations, and the responsibilities of the driver while the system is in use.
When it comes to battling misinformation, the best strategy is always to provide the right information. To shift a subjectively negative narrative, it is best to foster an objectively positive narrative. Contrary to Elon Musk’s statements during the Annual Shareholder Meeting, it appears that Tesla already has a pretty good strategy that has the potential to address, at least to some degree, the misconceptions and misinformation surrounding the company in the United States. Granted, Tesla currently enjoys widespread support from the Chinese government, and the United States is a far more challenging market than China, but considering what’s at stake, these marketing efforts might very well be worth a try.
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Tesla FSD (Supervised) is about to go on “widespread” release
In a comment last October, Elon Musk stated that FSD V14.2 is “for widespread use.”
Tesla has begun rolling out Full Self-Driving (Supervised) V14.2, and with this, the wide release of the system could very well begin.
The update introduces a new high-resolution vision encoder, expanded emergency-vehicle handling, smarter routing, new parking options, and more refined driving behavior, among other improvements.
FSD V14.2 improvements
FSD (Supervised) V14.2’s release notes highlight a fully upgraded neural-network vision encoder capable of reading higher-resolution features, giving the system improved awareness of emergency vehicles, road obstacles, and even human gestures. Tesla also expanded its emergency-vehicle protocols, adding controlled pull-overs and yielding behavior for police cars, fire trucks, and ambulances, among others.
A deeper integration of navigation and routing into the vision network now allows the system to respond to blocked roads or detours in real time. The update also enhances decision-making in several complex scenarios, including unprotected turns, lane changes, vehicle cut-ins, and interactions with school buses. All in all, these improvements should help FSD (Supervised) V14.2 perform in a very smooth and comfortable manner.
Elon Musk’s predicted wide release
The significance of V14.2 grows when paired with Elon Musk’s comments from October. While responding to FSD tester AI DRIVR, who praised V14.1.2 for fixing “95% of indecisive lane changes and braking” and who noted that it was time for FSD to go on wide release, Musk stated that “14.2 for widespread use.”
FSD V14 has so far received a substantial amount of positive reviews from Tesla owners, many of whom have stated that the system now drives better than some human drivers as it is confident, cautious, and considerate at the same time. With V14.2 now rolling out, it remains to be seen if the update also makes it to the company’s wide FSD fleet, which is still populated by a large number of HW3 vehicles.
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Tesla FSD V14.2 starts rolling out to initial batch of vehicles
It would likely only be a matter of time before FSD V14.2 videos are posted and shared on social media.
Tesla has begun pushing Full Self-Driving (Supervised) v14.2 to its initial batch of vehicles. The update was initially observed by Tesla owners and veteran FSD users on social media platform X on Friday.
So far, reports of the update have been shared by Model Y owners in California whose vehicles are equipped with the company’s AI4 hardware, though it would not be surprising if more Tesla owners across the country receive the update as well.
Based on the release notes of the update, key improvements in FSD V14.2 include a revamped neural network for better detection of emergency vehicles, obstacles, and human gestures, as well as options to select arrival spots.
It would likely only be a matter of time before FSD V14.2 videos are posted and shared on social media.
Following are the release notes of FSD (Supervised) V14.2, as shared on X by longtime FSD tester Whole Mars Catalog.
Release Notes
2025.38.9.5
Currently Installed
FSD (Supervised) v14.2
Full Self-Driving (Supervised) v14.2 includes:
- Upgraded the neural network vision encoder, leveraging higher resolution features to further improve scenarios like handling emergency vehicles, obstacles on the road, and human gestures.
- Added Arrival Options for you to select where FSD should park: in a Parking Lot, on the Street, in a Driveway, in a Parking Garage, or at the Curbside.
- Added handling to pull over or yield for emergency vehicles (e.g. police cars, fire trucks, ambulances.
- Added navigation and routing into the vision-based neural network for real-time handling of blocked roads and detours.
- Added additional Speed Profile to further customize driving style preference.
- Improved handling for static and dynamic gates.
- Improved offsetting for road debris (e.g. tires, tree branches, boxes).
- Improve handling of several scenarios including: unprotected turns, lane changes, vehicle cut-ins, and school busses.
- Improved FSD’s ability to manage system faults and improve scenarios like handling emergency vehicles, obstacles on the road, and human gestures.
- Added Arrival Options for you to select where FSD should park: in a Parking Lot, on the Street, in a Driveway, in a Parking Garage, or at the Curbside.
- Added handling to pull over or yield for emergency vehicles (e.g. police cars, fire trucks, ambulances).
- Added navigation and routing into the vision-based neural network for real-time handling of blocked roads and detours.
- Added additional Speed Profile to further customize driving style preference.
- Improved handling for static and dynamic gates.
- Improved offsetting for road debris (e.g. tires, tree branches, boxes).
- Improve handling of several scenarios, including unprotected turns, lane changes, vehicle cut-ins, and school buses.
- Improved FSD’s ability to manage system faults and recover smoothly from degraded operation for enhanced reliability.
- Added alerting for residue build-up on interior windshield that may impact front camera visibility. If affected, visit Service for cleaning!
Upcoming Improvements:
- Overall smoothness and sentience
- Parking spot selection and parking quality
The Tesla Model X has always been one of the company’s most loved vehicles, despite its low sales figures, which can be attributed to its high price tag.
However, the Model X has been a signature item on Tesla’s menu of cars, most notably recognized by its Falcon Wing Doors, which are aware of its surroundings and open according to what’s around it.
But recent improvements to the Model X were looking slim to none, but it appears most of the fixes actually happened under the body, at least according to Tesla’s Vice President of Powertrain, Lars Moravy.
In a recent interview with Car and Driver, Moravy detailed all of the changes to the 2026 iteration of the vehicle, which was about 400 pounds lighter than it was originally. The biggest change is a modification with the rear motor, switching from an induction-type motor to a permanent-magnet design and optimizing the half-shafts, which shed about 100 pounds.
Tesla also got “almost 80 pounds out of the interior bits and pieces,” which “included making parts thinner, different manufacturing process choices, and incorporating airbag-deployment requirements into the headliner fabric,” the report said.
Additionally, the standard five-passenger, bench seat configuration saved 50 pounds by ditching pedestal mounting. This also helped with practicality, as it helped the seat fold flat. Engineers at Tesla also saved 44 pounds from the high-voltage wiring through optimizing the wiring from the charge-port DC/DC converter and switching from copper to aluminum wiring.
Tesla makes a decision on the future of its flagship Model S and Model X
Tesla also simplified the cooling system by reducing the number of radiators. It also incorporated Nürburgring cooling requirements for the Plaid variant, which saved nearly 30 pounds.
Many Tesla fans will be familiar with the megacastings, manufactured in-house by presses from IDRA, which also saves more than 20 pounds and boosts torsional stiffness by around 10 percent. Tweaks to the suspension also saved 10 pounds.
People were truly disappointed with what Tesla did with the Model S and Model X, arguing that the cars needed a more severe exterior overhaul, which might be true. However, Tesla really did a lot to reduce the weight of the vehicle, which helps increase range and efficiency. According to Grok, every 200 pounds removed adds between 7 and 15 percent to range estimations.
This makes sense considering the range estimations both increased by 7 percent from the Model X’s 2025 configuration to the 2026 builds. Range increased on the All-Wheel-Drive trim from 329 miles to 352 miles, while the Plaid went from 314 miles to 335 miles.
Tesla FSD (Supervised) is about to go on “widespread” release
Tesla FSD V14.2 starts rolling out to initial batch of vehicles
