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Tesla Model 3 has an important upper middle class audience to please

As Elon Musk continues to focus on his top 3 priorities for Tesla, emphasis on preparing for Model 3 production – arguably the most important vehicle in the company’s history – couldn’t be more pertinent.
The Model 3 will be emblematic of Tesla’s capacity to offer a highly safe and efficient means of transport for a middle to upper middle class segment that largely depends on vehicle reliability in order to commute. It looks like these upwardly mobile folks are buying into that Tesla promise (pun intended): by October 2016, nearly 400,000 reservations had already been placed on the Tesla Model 3.
Starting at $35,000 before incentives, the Model 3 will achieve a minimum of 215 miles of range per charge and has been designed to attain the highest safety ratings in every category. According to the Tesla website, “The Model 3 combines real world range, performance, safety, and spaciousness into a premium sedan that only Tesla can build.” Potential Model 3 buyers make a reservation through the company’s website by putting down a $1000 deposit. The Model 3 has a starting price of about half the base price of the flagship Tesla Model S and has the size and stance of the Mazda 3.
Jessica Caldwell, an Edmunds.com analyst, argues that, if Tesla Motors wants “to bring the EV to the mass market, they need the Model 3 to be successful.”
The Model 3 will be a sedan, although other versions may one day include a Model Y compact SUV. Base rear-wheel-drive Model 3 vehicles are expected to achieve at least 215-miles of range; all-wheel drive will be offered, and a larger battery capacity with longer range is expected. Tesla’s Full Self-Driving Capability is also expected to be a standard offering.
“This is their chance to prove that they are not just a specialized niche automaker, but actually a long-term volume automaker,” said Karl Brauer, an analyst at Kelley Blue Book. “They have to establish that they can build a high-quality volume vehicle.”
Being upper middle class is a swirling confluence of financial comfort, identity, dreams, and lifestyle options. The Tesla Model 3 may very well become one of the most significant markers of status stability, with its associated components of having a college education, white-collar work, economic security, and home ownership. Soon, many upwardly mobile consumers will be adding “owning a Tesla” to that definition. Indeed, fewer than 5% of reservation holders are likely to choose a minimalist entry level Model 3 car. By contrast, close to 7% say they intend to check every available check box in the Model 3 Design Configurator once it becomes available.
If there’s an option available, the future upscale Tesla Model 3 audience will get it, as the number of options will be new indicators of levels of wealth and class.
Of course, these soon-to-be Tesla owners will have high expectations for all aspects of the Tesla process. First production of Model 3 is still scheduled for mid 2017, while delivery estimates for new reservations are expected to take place mid 2018 or later. Musk admitted that Tesla had hubris in designing and engineering the complicated Model X. As a result, Tesla learned a lot about selling, building, and delivering, which it applied to the Model 3 with much greater production streamlining. “With any new technology, it takes multiple iterations and economies of scale before you can make it affordable,” Musk has said. A mass-market car “was only possible to do . . . after going through the prior steps.”
The Model 3 is the next step in the learning process, but Tesla has done the preparation.
The Model 3 was unveiled in March of 2016 with operational prototype cars. In anticipation of much higher delivery numbers associated with the Model 3, Tesla hired former Audi executive Peter Hochholdinger as its Vice President of Vehicle Production. Hochholdinger had been in charge of production for the A4, A5, and Q5 vehicles, with around 400,000 vehicles per year under his watch. He should be a key asset as Tesla looks to roll out Model 3s in quantities that far exceed the number of cars the company has made to date.
Tesla has dealt lately with some supplier issues and has brought production of some components in-house. Other components, however, continue to be manufactured by established companies. For example, reports indicate that the Model 3’s center touchscreen will be supplied by LG Display.
By spring 2017, Model 3 photos and videos — shot both by bystanders and insiders — should start to circulate. Eventually, too, the government will need to ascertain the safety of Model 3 via crash-testing, and resulting reports will have a big impact on eventual delivery dates.
The Model 3 sedan will use some of the same glass technology that the company is using for its solar roof tiles, which should introduce an upper middle class audience to new ways of thinking about residential energy systems. The Model 3 is said to accelerate with an alluring still rush. It is just that rush— as well as zero-emissions and self-driving capability— that the upper middle class market has been awaiting.

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Could Tesla vandalism fuel higher insurance prices?
Experts say that vandalism against Tesla vehicles could make insurance companies increase rates—or drop coverage for the brand altogether.

Tesla owners have recently experienced a substantial uptick in vandalism events in protest of CEO Elon Musk and recent developments with the Trump administration, and some say that it could lead to higher insurance rates if it continues.
In a report on Sunday, Insurify Data Journalist Matt Brannon told Newsweek that increased vandalism against Tesla’s vehicles could make insurance companies proactively raise their rates in the future. He says that factors such as theft and vandalism are both major considerations for insurance companies when setting rates, though perhaps not to the extent that collisions are.
“If vandalism involving Tesla vehicles continues to rise and doesn’t go back down, we could see rates rise for comprehensive coverage in the future,” Brannon said.
Vandalism is typically covered by comprehensive policies, though Brannon and Bankrate Insurance Analyst Shannon Martin say that these won’t likely increase rates as much as collisions. However, after a lack of engine immobilizers in certain Kia and Hyundai vehicles made them susceptible to theft, sparking widespread TikTok and Instagram challenges in 2022 in which individuals would try to steal these cars, Martin explains that companies could even refuse to insure Tesla vehicles in extreme cases.
“As we have learned from the 2023 TikTok theft trend targeting certain model Kias and Hyundais, if these types of losses continue, carriers could refuse to offer coverage for Tesla vehicles altogether,” Martin explained.
A Tesla Model S falls prey to an apparent arson attack in Seattle’s Capitol City neighborhood.🔥
Fortunately, the Model S seemed to have tanked the arson attack, as its high voltage battery seemed fine after the incident.
— TESLARATI (@Teslarati) March 14, 2025
READ MORE ON TESLA INSURANCE: Tesla launches insurance discount for FSD users in these two states
She also says that many other factors could cause insurance rates to rise organically across the industry, including impending tariffs from the Trump administration that have caused uncertainty in recent weeks. Factors such as high repair costs have also caused rate increases in the past few years, particularly for vehicles that are electric.
However, Martin says the recent string of vandalism against Tesla vehicles could cause even steeper rate hikes throughout 2025, even as some of the company’s vehicles are already fairly expensive to insure in some areas.
“Since the recent rise in vandalism is focused on Teslas and not other make vehicles, drivers who carry Tesla Insurance may see a higher premium hike than those who have coverage with other carriers, since the risk of loss isn’t as diversified,” she adds.
Brannon says that insurance rates for electric vehicles (EVs) increased twice as fast as those of gas vehicles in 2024, while full-coverage prices on Teslas have increased over the past few years. Newsweek also says it reached out to insurance companies including Allstate, Geico, Progressive, and State Farm, though no comment was given by the time of publishing.
Vandalism against Tesla vehicles in recent weeks
The news comes as Tesla owners have detailed significant increases to vandalism in recent weeks, as many have tried to protest and speak out against cuts from Musk and Trump’s newly developed government efficiency division.
In February, one Cybertruck owner in Massachusetts said he was getting death threats, yelling passersby, stickers placed on his vehicle, and broad cancellations of client appointments following Musk’s controversial salute at the Trump inauguration ceremony. As a result, the doctor, an immigrant from Syria, said he was considering moving away in hopes to escape the verbal and property attacks.
Tesla owners in Northern California a few weeks ago were left with notes on their cars saying to trade or sell them before February 12, or else it would be “open season.” An activist group called Students Against Nazi Extremism (SANE) claimed responsibility for the notes.
Last week, Musk also responded to a story in which a New York individual drew a Swastika on a person’s Cybertruck, saying that, “Naturally, he drives a Subaru.”
Superchargers have also been targeted in recent attacks, including fresh graffiti last month, with vandals writing the word “Nazi” on some charging posts in Utah along with drawing a Swastika. Tesla said in response that it planned to file charges against the vandals.
Widespread protests have also faced Tesla stores in recent weeks, with one in Oregon even being the victim of multiple rounds of gunfire, while multiple Cybertrucks in Seattle were set on fire—an event now being looked at by the Federal Bureau of Investigation (FBI).
Another string of vandalism and arson at a Tesla store in Colorado resulted in the arrest of two suspects in the past few weeks, after the site was repeatedly tagged with graffiti, some of which said “Nazi cars” on the front windows.
News
This Tesla safety engineer just left after over 14 years
The crash engineer didn’t disclose any specific reasons for his departure. “I have decided now is the time to move on.”

A key Tesla safety engineer has departed from the company, as shared earlier this month, following nearly a decade and a half spent working across three of the automaker’s locations.
In a post on LinkedIn last week, Tesla’s Principal CAE Crash Safety Engineer, Petter Winberg, announced his departure from the company after working there for over 14 years. Winberg played a major role in Tesla’s efforts to make its vehicles some of the safest out there, starting as a Senior Tech Specialist in 2011 and slowly getting promoted to his current position.
In his position, Winberg worked on crash architectures for the Cybercab, Semi, and future vehicles, along with the Model S, Model X, Model 3, and Model Y, and developing specific accident architectures once Giga Casting production came into play. The executive’s full departure announcement reads as follows:
Elon, 2011: “I want Tesla vehicles to be the safest on the planet” Me: “Challenge accepted”
Having developed Model S, S-DM, X, 3, Y, Y-SP as well as future crash architectures, I have decided now is the time to move on. Thank you Tesla, keep crushing it! What an incredible team, I will miss you all.
READ MORE ON TESLA SAFETY: Tesla executive responds to claims of high fatal accident rate
During his time at Tesla, the engineer worked at the company’s engineering headquarters in Palo Alto, California, before moving to the company’s nearby Fremont factory, then finally landing at the automaker’s Gothenburg, Sweden facilities, where he has served in his current position since January 2020. Prior to this, Winberg also worked at Volvo, Saab, Ford, and Volvo.
The post also elicited a handful of comments from colleagues, including one commenter who called Winberg the “master of crash simulations,” and multiple others who praised him for his guidance and knowledge of the subject.
Tesla has also been heavily focused on making its vehicles safe since the early days, as Winberg points out.
As one example in October, Tesla VP of Vehicle Engineering Lars Moravy reiterated this point by highlighting both the company’s active and passive safety features included in the Model Y and other vehicles. Moravy detailed that, while features built-in for the Autopilot and Supervised Full Self-Driving (FSD) systems provide active safety features meant to help prevent crashes, even if “the worst occurs, [Tesla drivers] will be protected by the best passive safety cars on the planet.”
The company’s vehicles have also earned top safety ratings across four different continents at this point, most recently including a five-star safety rating for the Cybertruck from the top auto regulator in the U.S.
Over the last several months, Tesla has also faced executive and high-profile engineering departures a handful of times, as can probably be expected from most companies of its size.
Some examples include the departure of Safety Policy Lead Marc Van Impe and Chief Information Officer Nagesh Saldi in October, VP of Finance and Business Operations Sreela Venkataratnam in August, and both SVP of Powertrain and Energy Engineering Drew Baglino and VP of Public Policy and Business Development Rohan Patel in April, to name just a few.
This former Tesla engineer now heads a federal tech department
News
Watch Tesla’s FSD tackle water cup challenge, dirt roads in China
How does Tesla’s Full Self-Driving face off against competitors in China when it comes to smoothness and scalability?

Tesla’s Full Self-Driving (FSD) started going out for testing in China last month, representing the first market outside of North America to get the software. Amidst competition in the automated driving space from a number of other Chinese companies, Tesla’s FSD seems to be impressing in early reviews, with recent reviews highlighting both the software’s smoothness and its ability to adapt and perform well on non-traditional roads.
In a Saturday video originally posted by user 王船船 on Douyin, the Chinese version of TikTok, a driver utilizes the Supervised FSD system while performing what’s called the “water challenge,” in which a cup of water is balanced on the driver’s side window ledge to see if driving is smooth enough to avoid spilling.
The drive spans a little more than four minutes, and the system manages to make it through without the water spilling in any substantial quantities. The driver mostly remains on city streets, but you can see a handful of quick, unexpected stops, turns, and other maneuvers that one might expect to make the cup tip completely.
The video was also reposted on X by Tesla’s main account, with the company highlighting the system’s “maximum smoothness” as demonstrated in the video. Tesla VP of AI Ashok Elluswamy also reposted the video, saying in a separate follow-up post that “FSD’s been prepared for this one.”
Maximum smoothness https://t.co/p4aM3StgRk
— Tesla (@Tesla) March 15, 2025
Although Tesla’s FSD system didn’t have access to real-world driving data from the company’s vehicles at the time of its launch in China, Elon Musk recently explained that the company used publicly available video from the internet to help pre-train FSD for Chinese streets and traffic laws.
In addition to helping with city streets, Tesla has explained in the past that its camera- and video-based FSD neural network training makes the system easily scalable to multiple countries, fringe traffic cases, and even less traditional roads.
As another example of this in China, FSD testers also took to some dirt roads last week, showing just how well the software seems to handle some seemingly-deep and super-narrow back roads. You can see excerpts from this video below, or check out the full 25-minute version from user AE68 on Douyin.
Tesla FSD testers in China do seem to be built different. That’s some REALLY rural roads!
— TESLARATI (@Teslarati) March 14, 2025
READ MORE ON TESLA CHINA: Cheaper Tesla Model Y may launch in China
Tesla’s FSD in China amidst local competition
Tesla officially launched a localized data privacy version of FSD Supervised in China last month, The launch came amidst a headstart from multiple competitors in the autonomous driving space, including from Chinese automakers Baidu, Huawei, and still others.
The Avatr 11 electric vehicle (EV), a jointly created project from Changan New Energy, CATL, and Huawei, was recently seen being tested by Out of Spec’s Kyle Conner. The system uses Huawei’s latest automated driving system technology, Qiankun ADS 3.2, which Conner recently said was “the best driver assistance he’s ever experienced” in a recent review on his trip to China.
You can see this video and an additional video from Conner and Out of Spec discussing the emerging autonomous vehicle industry in China below. It’s also worth noting that both of these were released just a few weeks before Tesla’s first version of FSD launched in the country.
The Best FSD System In China! 1 Hour Drive Using Huawei Qiankun ADS 3.2 Installed In Avatr 11 (2/1/25)
The EV Industry Isn’t Ready For China’s FSD Breakthrough (2/2/25)
Elon Musk clarifies the holdup with Tesla Full Self-Driving launch in Europe
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