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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.
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Elon Musk’s Grokipedia surges to 5.6M articles, almost 79% of English Wikipedia
The explosive growth marks a major milestone for the AI-powered online encyclopedia, which was launched by Elon Musk’s xAI just months ago.
Elon Musk’s Grokipedia has grown to an impressive 5,615,201 articles as of today, closing in on 79% of the English Wikipedia’s current total of 7,119,376 articles.
The explosive growth marks a major milestone for the AI-powered online encyclopedia, which was launched by Elon Musk’s xAI just months ago. Needless to say, it would only be a matter of time before Grokipedia exceeds English Wikipedia in sheer volume.
Grokipedia’s rapid growth
xAI’s vision for Grokipedia emphasizes neutrality, while Grok’s reasoning capabilities allow for fast drafting and fact-checking. When Elon Musk announced the initiative in late September 2025, he noted that Grokipedia would be an improvement to Wikipedia because it would be designed to avoid bias.
At the time, Musk noted that Grokipedia “is a necessary step towards the xAI goal of understanding the Universe.”
Grokipedia was launched in late October, and while xAI was careful to list it only as Version 0.1 at the time, the online encyclopedia immediately earned praise. Wikipedia co-founder Larry Sanger highlighted the project’s innovative approach, noting how it leverages AI to fill knowledge gaps and enable rapid updates. Netizens also observed how Grokipedia tends to present articles in a more objective manner compared to Wikipedia, which is edited by humans.
Elon Musk’s ambitious plans
With 5,615,201 total articles, Grokipedia has now grown to almost 79% of English Wikipedia’s article base. This is incredibly quick, though Grokipedia remains text-only for now. xAI, for its part, has now updated the online encyclopedia’s iteration to v0.2.
Elon Musk has shared bold ideas for Grokipedia, including sending a record of the entire knowledge base to space as part of xAI’s mission to preserve and expand human understanding. At some point, Musk stated that Grokipedia will be renamed to Encyclopedia Galactica, and it will be sent to the cosmos.
“When Grokipedia is good enough (long way to go), we will change the name to Encyclopedia Galactica. It will be an open source distillation of all knowledge, including audio, images and video. Join xAI to help build the sci-fi version of the Library of Alexandria!” Musk wrote, adding in a later post that “Copies will be etched in stone and sent to the Moon, Mars and beyond. This time, it will not be lost.”
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Tesla Model 3 becomes Netherlands’ best-selling used EV in 2025
More than one in ten second-hand electric cars sold in the country last year was a Tesla Model 3.
The Tesla Model 3 became the most popular used electric car in the Netherlands in 2025, cementing its dominance well beyond the country’s new-car market.
After years at the top of Dutch EV sales charts, the Model 3 now leads the country’s second-hand EV market by a wide margin, as record used-car purchases pushed electric vehicles further into the mainstream.
Model 3 takes a commanding lead
The Netherlands recorded more than 2.1 million used car sales last year, the highest level on record. Of those, roughly 4.8%, or about 102,000 vehicles, were electric. Within that growing segment, the Tesla Model 3 stood far ahead of its competitors.
In 2025 alone, 11,338 used Model 3s changed hands, giving the car an 11.1% share of the country’s entire used EV market. That means more than one in ten second-hand electric cars sold in the country last year was a Tesla Model 3, Auto Week Netherlands reported. The scale of its lead is striking: the gap between the Model 3 and the second-place finisher, the Volkswagen ID3, is more than 6,700 vehicles.
Rivals trail as residual values shape rankings
The Volkswagen ID.3 ranked a distant second, with 4,595 used units sold and a 4.5% market share. Close behind was the Audi e-tron, which placed third with 4,236 registrations. As noted by Auto Week Netherlands, relatively low residual values likely boosted the e-tron’s appeal in the used market, despite its higher original price.
Other strong performers included the Kia Niro, the Tesla Model Y, and the Hyundai Kona, highlighting continued demand for compact and midsize electric vehicles with proven range and reliability. No other model, however, came close to matching the Model 3’s scale or market presence.
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Tesla Model Y Standard Long Range RWD launches in Europe
The update was announced by Tesla Europe & Middle East in a post on its official social media account on X.
Tesla has expanded the Model Y lineup in Europe with the introduction of the Standard Long Range RWD variant, which offers an impressive 657 km of WLTP range.
The update was announced by Tesla Europe & Middle East in a post on its official social media account on X.
Model Y Standard Long Range RWD Details
Tesla Europe & Middle East highlighted some of the Model Y Standard Long Range RWD’s most notable specs, from its 657 km of WLTP range to its 2,118 liters of cargo volume. More importantly, Tesla also noted that the newly released variant only consumes 12.7 kWh per 100 km, making it the most efficient Model Y to date.
The Model Y Standard provides a lower entry point for consumers who wish to enter the Tesla ecosystem at the lowest possible price. While the Model 3 Standard is still more affordable, some consumers might prefer the Model Y Standard due to its larger size and crossover form factor. The fact that the Model Y Standard is equipped with Tesla’s AI4 computer also makes it ready for FSD’s eventual rollout to the region.
Top Gear’s Model Y Standard review
Top Gear‘s recent review of the Tesla Model Y Standard highlighted some of the vehicle’s most notable features, such as its impressive real-world range, stellar infotainment system, and spacious interior. As per the publication, the Model Y Standard still retains a lot of what makes Tesla’s vehicles well-rounded, even if it’s been equipped with a simplified interior.
Top Gear compared the Model Y Standard to its rivals in the same segment. “The introduction of the Standard trim brings the Model Y in line with the entry price of most of its closest competition. In fact, it’s actually cheaper than a Peugeot e-3008 and costs £5k less than an entry-level Audi Q4 e-tron. It also makes the Ford Mustang Mach-E look a little short with its higher entry price and worse range,” the publication wrote.
Elon Musk’s Grokipedia surges to 5.6M articles, almost 79% of English Wikipedia
Tesla Model 3 becomes Netherlands’ best-selling used EV in 2025
