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Tesla’s Elon Musk hailed as ‘Disruptor of the Year’ in Detroit, but Model 3 misses awards
Tesla might not be a participant in the North American International Auto Show on Monday, but Elon Musk’s presence could still be felt in the event. During the CNET Roadshow Shift Awards, Musk was named as “Disruptor of the Year,” beating out the CEOs of other companies such as McLaren Automotive and Bird, an electric scooter-share startup.
Chris Paukert, executive editor of the auto publication, noted that the Disruptor of the Year award is based on the person who caused the most ripples in the auto industry during the past year. In this sense, there is very little doubt that Musk was the definite choice, considering his well-publicized challenges and successes with the Model 3 ramp, as well as his daring, out-of-the-box strategies that ultimately brought Tesla into the green in Q3.
“This award is all about pushing the industry forward and leaving a lasting impact on the future of the automotive industry. Elon Musk fits that bill to a T. After smoothing out its production process, Tesla once again proved profitable. The Model 3 quickly launched itself to prominence in an already busy segment, and buyers themselves could feel the effects of those launches thanks to its wild Performance variant. Hell, he even made tunnels interesting,” CNET‘s Tim Stevens wrote.
While the auto publication granted Elon Musk an award, though, Tesla’s latest and most disruptive vehicle to date — the Model 3 — was strangely absent from the auto publication’s rankings. CNET Roadshow, for one, awarded the Genesis G70, a car that has received acclaim from critics and consumers alike, as Vehicle of the Year. Finalists for the award were the Jaguar I-Pace and Volvo S60/V60. The award for Cabin Tech of the Year was also granted to Audi’s MMI touch response system, with the finalists being Mercedes-Benz’ MBUX infotainment system and Ram’s Uconnect 12 technology.
That said, Tesla’s technology did make an appearance in the Roadshow Shift Awards’ other categories. Roadshow‘s Driveline Tech of the Year award, for one, was given to Nissan and Infiniti’s variable compression turbo, though finalists included Hyundai’s Kona electric powertrain and Tesla’s all-wheel-drive performance powertrain. Together with GM’s advance trailering system with apps, Tesla’s Navigate on Autopilot update was listed as a finalist in Safest Tech of the Year award as well. Audi’s drive-assistance package, though, ultimately bagged the award for Safety Tech of the Year.
The absence of the Model 3 in the CNET Roadshow Shift Awards is quite notable, considering that the electric sedan has received wide acclaim from professional reviewers, auto veterans like Sandy Munro, and owners alike. Tesla’s UI for its vehicles, which the company develops in-house, is also among the best in the market, with the system at times being compared to Apple’s iOS. As such, it is quite interesting to see Tesla be beaten by legacy auto in areas where it otherwise excels, such as cabin tech.
That said, it’s not like the Tesla Model 3 is being ignored by legacy auto either. Late last month, for example, 30-year auto news veteran and longtime car enthusiast Henry Payne dubbed the Tesla Model 3 as The Detroit News‘ 2018 Car of the Year. This was despite Payne only experiencing the capabilities of a Long Range RWD Model 3, a tamer version of the electric car compared to the range-topping, track-optimized Model 3 Performance. Following the Tesla Model 3 were the Ford Ranger and the Chevy Corvette ZR1, which were listed as the 2nd and 1st runner up for The Detroit News‘ 2018 Car of the Year award.
The past year has been notably impressive for the Model 3. Over 2018, 145,846 Model 3 were sold, despite Tesla being challenged with the electric sedan’s production during Q1 and Q2. With these sales figures, the Model 3 became the United States’ best-selling luxury vehicle, far overtaking its closest rival — the Lexus RX, which sold 111,641 in 2018. Tesla is not done, either, as the company intends to continue the electric sedan’s ramp all the way to 10,000 units per week.
It should be noted that the Model 3 has been showing these impressive numbers despite the vehicle only being available in the United States and Canada. This year, Tesla intends to bring the car to the international stage, starting with Europe and China, both of which represent a potentially lucrative market for the electric sedan. Tesla for one, is reportedly shipping 3,000 Model 3 per week to the European region starting in February. In China, Model 3 reservation holders who have configured their vehicles are expecting deliveries on March or April. By the end of the year, Tesla is set to roll out more affordable versions of the electric sedan to the local Chinese market, thanks to the vehicle production capabilities of Gigafactory 3.
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Tesla loses Director who designed one of the company’s best features
Thomas Dmytryk, who has spent over 11 years with Tesla and helped to develop Over-the-Air updates and the company’s vehicles’ ability to utilize them to improve, has decided to leave.
Tesla has lost the director who designed one of the company’s best features: Over-the-Air updates.
Thomas Dmytryk, who has spent over 11 years with Tesla and helped to develop Over-the-Air updates and the company’s vehicles’ ability to utilize them to improve, has decided to leave. In a lengthy statement on LinkedIn, Dmytryk said that he’s “closing the book.” He had nothing but good things to say:
“After 11 incredible years at Tesla, I’m closing the book. It’s been the ride of a lifetime: always on the news, innovating relentlessly, constantly pushing the limits. Tesla is THE place for talented, passionate people. I feel insanely lucky to have been part in that culture for so long.”
It appears the intense lifestyle of developing and creating intensively for so long might have caught up to Dmytryk, who did not give his definitive plans for the future, and it appears he may be taking some time off before jumping into a new venture:
“The future? Extremely bright. Ambitions intact, just getting started as a transformative company that could elevate billions of lives. So why leave now?! Human life’s always been my North Star, right now I need to be with mines. I’ve always admired Tesla’s top leadership and vision. But what I’ve always found incredible is the tenacity, brilliance and devotion of people on the front line. YOU make Tesla unstoppable. I wish you all the best and of course EPIC wins.”
The move was first reported by NotaTeslaApp.
Over-the-Air updates are among Tesla’s best features. They are used to improve the Full Self-Driving suite, add features, remedy recalls, and more. Many vehicles have the ability to receive OTA updates, as I did in a Ford Bronco previous to my Model Y. However, Tesla does them better than anyone else: they’re seamless, effective, and frequent. Your car always improves.
The move is a blow to Tesla, of course, considering Dmytryk’s massive contribution to the company and extremely long tenure spent, but not something that is overwhelmingly detrimental. Tesla deals with a lot of extremely intelligent people, some of whom are the best in their field, so they are sure to find a suitable replacement.
However, it’s no secret that the company has been losing some of its top talent, some of whom were in executive roles. Some have left to take on new projects, and others have not revealed their career plans.
It seems at least some of those employees are simply deciding to walk away and try new things after working so hard for so long. According to Dmytryk’s LinkedIn, he also played a large part in Musk’s acquisition of X, as he stated he “worked at Twitter/X ~45/week while working at the same pace for Tesla.”
That averages a 13-hour day, seven days a week, or 18 hours for the normal five-day work week.
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Tesla’s most wanted Model Y heads to new region with no sign of U.S. entry
Unlike the standard Model Y, the “L” stretches the wheelbase by roughly 150 mm and the overall length by about 177 mm to 4,976 mm. The result is a genuine 2-2-2 seating layout that gives six adults proper legroom and cargo space — a true family hauler without the cramped third-row compromises of many three-row SUVs.
Tesla’s most wanted Model Y configuration is heading to a new region, and although U.S. fans and owners have requested the vehicle since its release last year, it appears the company has no plans to bring it to the market.
According to fresh regulatory filings, the six-seat Model Y L is coming to South Korea with signs indicating an imminent launch. The extended-wheelbase configuration, already a hit in China, just cleared energy-efficiency certification from the Korea Energy Agency, paving the way for deliveries as early as the first half of 2026.
The vehicle is already built at Tesla’s Giga Shanghai facility in China, making it an ideal candidate for the Asian market, as well as the European one, as the factory has been known as a bit of an export hub in the past.
$TSLA
BREAKING: The official launch of Tesla Model Y L in S.Korea seems to be quite imminent.Additional credentials related to Model YL were released today.
✅ Battery Manufacturer: LG Energy Solutions
✅ Number of passengers: 6 people
✅ Total battery capacity: 97.25 kWh… pic.twitter.com/hmy64XYi80— Tsla Chan (@Tslachan) March 6, 2026
It seems like Tesla was prepping for this release anyway, as the timing was no accident. A camouflaged Model Y L prototype was spotted testing on Korean highways the same day the certification dropped. Tesla has already secured similar approvals for Australia and New Zealand, with both markets expecting the larger Model Y in 2026.
Unlike the standard Model Y, the “L” stretches the wheelbase by roughly 150 mm and the overall length by about 177 mm to 4,976 mm. The result is a genuine 2-2-2 seating layout that gives six adults proper legroom and cargo space — a true family hauler without the cramped third-row compromises of many three-row SUVs.
South Korean filings list it as an all-wheel-drive imported electric passenger vehicle with a 97.25 kWh total battery capacity supplied by LG Energy Solution. Local tests show an impressive 543 km (337 miles) combined range at room temperature and 454 km (282 miles) in colder conditions, easing one of the biggest concerns for Korean EV buyers.
Tesla Model Y lineup expansion signals an uncomfortable reality for consumers
But for U.S. fans, things are not looking good for a launch in the market.
CEO Elon Musk has been blunt. The six-seater “wouldn’t arrive in the U.S. until late 2026, if ever,” he said, pointing to the company’s heavy bet on unsupervised Full Self-Driving and robotaxi platforms like the Cybercab. With the Model X slated for discontinuation, many families hoped the stretched Model Y would slide into the lineup as an affordable three-row bridge. So far, that hope remains unfulfilled.
For now, South Korean drivers will be among the first buyers outside China to enjoy the spacious, efficient Model Y L. Tesla continues its global rollout strategy, tailoring vehicles to regional tastes while North American customers keep refreshing their apps and crossing their fingers.
The Model Y L proves the appetite for practical, family-sized electric SUVs is stronger than ever. Hopefully, Tesla will listen to its fans and bring the vehicle to the U.S. where it would likely sell well.
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.
Tesla loses Director who designed one of the company’s best features
Tesla’s most wanted Model Y heads to new region with no sign of U.S. entry
