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Tesla’s new social media manager used a sheep to land the job
Tesla has a new social media manager, and fans of the all-electric car maker were recently privy to the most important, very public part of the position’s hiring process in the form of a Twitter laugh challenge with CEO Elon Musk. Not many job seekers begin their journey to employment this way, but not many people inspire Musk to swap his profile picture for something they’ve posted on the internet, either. The new hire’s name is Adam Koszary, and he starts his new job in July.
If you follow Elon Musk closely on the platform (or are an avid Twitter user in general), you may recognize Koszary’s work as Programme Manager and Digital Lead for The Museum of English Rural Life (The MERL). More specifically, you’ve probably seen an Exmoor Horn aged ram (i.e., a big sheep) show up on your Twitter feed in various meme-type forms if not in its original glory: “look at this absolute unit.”
The phrase “absolute unit” is used online to jokingly refer to anything that’s large in size or stature relevant to its nature.
In April last year, The MERL shared its now-famous sheep photo and caption on Twitter, and the post went viral shortly thereafter. Fast forwarding to this year, MIT’s Technology Review Twitter account used a similar meme strategy to direct attention to an article it published about the first flight of Stratolaunch, the world’s largest aircraft. “Look at the size of this absolute unit,” MIT wrote alongside a link to the piece.
Musk later replied to MIT’s tweet with The MERL’s sheep photo, saying “I’m an absolute unit too.” He then changed his account profile picture and bio to reference the same sheep, and The MERL responded in kind by changing its Twitter photo to an image of Musk. The museum also changed its name to The Muskeum of Elongish Rural Life temporarily. Adam Koszary was apparently behind those clever jokes sent from The MERL’s account, and they’ve now earned him the new job with Tesla.
Providing a source of amusement for Musk isn’t the only hiring qualification Koszary has, of course. His work with the museum’s social media account brought in some serious results in terms of engagement with an online audience. Before the museum’s sheep tweet went viral, its Twitter account had around 9700 followers. Today, that count is up to 133,000.
Tesla and Musk’s position on product advertising is clear – they don’t do it. Keeping that in mind, hiring on a social media manager with a proven track record of audience generation looks to be a smart move for the brand. Also, it’s just fun to see in action. While Koszary’s position is said to start in July, Tesla’s corporate Twitter account has already been warming up its audience for his style of social media engagement.
Earlier this month, the car maker began tweeting with a notable level of wit, sass, humor, and tons of attitude not previously demonstrated. Rather than keeping to its usual professional tone and business-oriented subject matters, tweets and responses were suddenly sharp and sarcastic in ways reminiscent to how Wendy’s Twitter account handles its social media platform. The response to the change from Tesla’s audience was overwhelmingly positive, and by bringing Koszary on board, it looks like the new voice of the company is here to stay.
Koszary’s creds for social media management were further on display in a column he published on Medium last November wherein several points of advice were offered to any institution looking to repeat MERL’s type of success on Twitter or other platforms. “If you want people to have a conversation with you, you’re going to have to have a bit more personality. This doesn’t mean being funny. This means being more relaxed in how you address and discuss things with people so they feel like they’re talking to a real person,” he recommended in the piece. “Social media is social, so be social.”
Overall, if the Twitter affair with Elon Musk was Koszary’s interview for his new position as Tesla’s social media manager, his post on Medium could be considered a type of work sample attached to his resume. All things considered, the parties look like a good matchup for an amusing and engaging ride ahead for everyone.
Tesla Full Self-Driving, which is now referred to in Europe as “Tesla Assisted Driving” (TAD), is getting hit with a handful of new changes at the hands of the Netherlands’ vehicle authority, the RDW (Rijksdienst voor het Wegverkeer).
On 3 November, the RDW announced that it has assessed and approved a set of changes to Tesla’s FSD Supervised driver-assistance system. The updates introduce the official European name TAD and impose stricter controls on the system’s speed behaviour.
The new name will appear on the in-car display, in the owner’s manual, and in all other driver-facing information. The change applies to Tesla models equipped with Tesla Assisted Driving and hardware version 4.0 (HW4) or later.
Importantly, the RDW stressed that the name change does not alter the system’s fundamental operation: it remains a supervised driver-assistance feature that supports the driver in performing driving tasks. The driver stays fully responsible for controlling the vehicle at all times.
Beyond the rebranding, the most significant functional adjustments concern speed settings. Drivers will still be able to set a speed margin, a percentage by which the system may exceed the applicable speed limit when necessary for safety or traffic flow. However, the maximum allowable margin has been reduced from +50% to a maximum of +10%.
In addition, every time the vehicle is started, the speed-margin setting will default to 0% deviation, and other speed-related functions will be disabled by default. These changes will be delivered through an over-the-air (OTA) software update from Tesla.
Tesla requested the RDW’s review of these “minor changes.” After evaluating how the modifications were implemented and how the system behaves, the authority found no adverse or unintended effects on the system’s operation or the vehicle’s driving behaviour. Consequently, the existing type approval remains valid under the same conditions and for the same use; no amendment or extension of the approval is required.
The RDW has informed the nine EU member states that have already accepted its type approval—Belgium, Denmark, Estonia, Croatia, Latvia, Lithuania, Slovenia, Slovakia and Czechia—about the updates. Broader EU-wide approval is still under discussion within the European Technical Committee on Motor Vehicles (TCMV). Those proceedings remain confidential, and the RDW has declined to comment on them.
The approved changes align with earlier discussions involving German authorities, which had advocated both for clearer naming to avoid misleading drivers and for a tighter speed offset.
By formally incorporating these adjustments while leaving the core type approval intact, the RDW has cleared the way for Tesla to roll out the updated TAD software via OTA to eligible vehicles in the Netherlands and the other countries that recognise the Dutch approval. The system continues to function strictly as supervised driver assistance, with the human driver remaining the responsible party.
Tesla has released a fresh point-of-view video capturing the next-generation Roadster’s headline stunt from its October 15 unveiling, giving fans a visceral look at the car as it jumps and rotates over its siblings within the company’s vehicle lineup.
Tesla posted the video on X today with the caption “POV you’re a flying car,” and the roughly 30-second clip reveals never-before-seen angles directly attached to the Roadster. It’s really unbelievable:
The sequence reveals the uncrewed prototype firing its cold-gas thrusters, lifting off the ground, and barrel-rolling fully inverted while sailing over a staged lineup that includes a Model 3, Model Y, Cybercab, Cybertruck, and Tesla Semi.
Here’s an image of it that Tesla shared right after the unveiling event for a better perspective of what you’re looking at:
Credit: Tesla
There are also some other cool takeaways from the video, including the shift to the inverted-ramp demonstration. The Roadster uses its underbody suction-fan system to climb, then lock itself upside down on the ramp.
This generates multiple Gs of downforce, which then translates into the Roadster releasing these systems to enable a mid-air roll. The car then settles on its wheels gently as thruster vapor provides a perfect cushion.
All of the runs at SpaceX’s McGregor, Texas, test site, which is where the unveiling took place, were autonomous. Elon Musk stated this was a safety measure.
Tesla shows what Roadster drivers will see on screen before thruster activation
Tesla’s vehicle-engineering chief Lars Moravy dubbed the mid-air roll the “kickflip,” prompting Musk to quip that Tony Hawk would be proud and that the car could clear even more of the fleet. The thrusters, which use high-pressure compressed air and fast electric actuators, provide the precise, short-duration force needed for both the launch and the controlled rotation; the same hardware is intended for production versions of the higher-end Thrust and Rocket trims.
The second-generation Roadster, first teased in 2017, has been delayed repeatedly. Musk has indicated production is targeted for 2028.
While the company has yet to publish full pricing or independent performance verification, the combination of extreme acceleration, ground-effect suction, and limited flight capability has already positioned the car as one of the most theatrical EV reveals in years.
Musk has also said Tesla plans a dedicated Texas test track so future owners can experience the maneuvers themselves, far from public roads. The new POV clip simply lets everyone else feel a fraction of that experience from the car’s own cameras.
News
SpaceX’s Starfall just went from secret to storefront
SpaceX now pitches Starfall missions with 1,000 kg payloads, weeks of microgravity, and Starlink connectivity.
SpaceX has put up a dedicated commercial page for Starfall, its disk shaped reentry capsule, laying out for the first time what customers actually get when they book a flight. The page, live at spacex.com/starfall, pitches “affordable, routine access to microgravity” and invites companies to get in touch about flying manufacturing, research or testing payloads.
The specs are short and specific. Each Starfall mission carries up to 1,000 kg of payload, supplies 1 kW of power and connects through an Ethernet interface. Mission length is tailored to the customer, and the payload stays online the entire time through Starlink, which means researchers can pull data from an experiment while it is still in orbit instead of waiting for splashdown.
SpaceX is launching a secret spacecraft that could change how things are made in space
SpaceX is aiming the service at three markets. Biomedical customers are told they can grow stem cell organoids, replacement tissue and layered biomaterials. Pharmaceutical companies are pitched on protein and small molecule drug crystals, which form smaller and more uniform shapes without gravity driven convection. Materials science rounds out the list, with semiconductors and other next generation materials grown in vacuum and microgravity.
The page also makes clear which rocket SpaceX is counting on. “By launching on Starship, Starfall brings a reliable and scalable cadence previously unavailable to the market,” the company wrote, contrasting weeks of continuous microgravity with the seconds offered by drop towers and parabolic flights. No price or first operational flight date is listed.
The commercial push is a sharp turn from how Starfall started. SpaceX said almost nothing about the capsule ahead of its first flight in June, and nearly everything known came from FAA and FCC filings describing a disk about 10.2 feet wide and 2.5 feet tall that can return 2,200 pounds of cargo. By its second flight on the Bandwagon-5 rideshare in October, Starfall was listed by name on the mission page, though SpaceX still did not say what it carried.
Customers appear to be lining up. SpaceX said in its third quarter results that it signed three commercial Starfall missions during the quarter. On the earnings call, President Gwynne Shotwell described the capsule as providing “routine relatively low cost access to microgravity environments for scientific research, including improving our understanding of diseases like cancer and diabetes,” and said the three new missions would fly on Starship.
The branding effort extends past the website. SpaceX added a Starfall T-shirt to its online store on Monday as part of a batch of new merchandise, giving the program a place next to Starship, Starlink and Starshield in the company’s lineup.
The move also puts SpaceX in more direct competition with companies it launches. Varda Space Industries, which has built much of the in-space manufacturing market so far, flew its W-Series 7 capsule on the same Bandwagon-5 mission as Starfall in October. Varda’s capsules are roughly three times smaller than Starfall, and SpaceX controls the ride to orbit for both.
Starfall’s near term cadence depends on Starship. SpaceX is preparing for Flight 15 after completing static fires of Ship 42 and its Super Heavy booster in late October, and is aiming to catch both stages with the launch tower on that flight.
Tesla Full Self-Driving gets hit with some adjustments in Europe
Tesla shows off Roadster ‘kickflip’ over vehicle lineup in crazy new POV video
