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Tesla’s new social media manager used a sheep to land the job

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6 years ago

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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.

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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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Accidental computer geek, fascinated by most history and the multiplanetary future on its way. Quite keen on the democratization of space. | It's pronounced day-sha, but I answer to almost any variation thereof.

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Tesla makes big change to encourage Full Self-Driving purchases

Tesla Full Self-Driving was recently proven to be about ten times safer than a human driver in terms of accident frequency.

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8 hours ago

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August 24, 2025

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Credit: Whole Mars Blog | X

Tesla has made a big change to its Online Design Studio, hoping to encourage car buyers to purchase Full Self-Driving with their vehicles.

Now, when you look at ordering a car on Tesla’s website, the portion of the page that formerly showed a render of Full Self-Driving capabilities has been replaced by a compilation of the suite’s performance in a variety of challenging scenarios.

It’s a great way to show off FSD’s impressive ability to work through road conditions that can even stump human drivers.

The move is much better than what the page previously illustrated. Now, people can see the true capabilities of the FSD suite and what it could do to change their perspective on how vehicles can be. Instead of a vessel of transportation, FSD turns cars into a semi-autonomous mode of travel.

Tesla Full Self-Driving is statistically very safe, logging about ten times the number of miles between accidents as human drivers, based on recent data the company released.

Tesla Q2 2025 vehicle safety report proves FSD makes driving almost 10X safer

It is available for purchase in two different ways: an outright purchase for $8,000 or in a monthly subscription for $99. This enables the software to essentially do a vast majority of the legwork of driving. Drivers must keep their eyes on the road and be prepared to take over if an intervention is needed.

However, FSD has been proven to be a very accurate and safe way to travel. Tesla recently released a video of a drive from the Bay Area to Los Angeles, a nearly seven-hour trip, under FSD without a single intervention ever needed:

Tesla flexes its most impressive and longest Full Self-Driving demo yet

From a personal perspective, Tesla Full Self-Driving is a great way to travel because it truly takes a lot of the stress out of driving. In the past, I’ve used it during weekend Demo Drives to navigate around my town to see if it could handle some of the tougher traffic in my area. It became such an amazing and convenient alternative that when I went back to my car, I truly missed the advantage of having it.

I took a Tesla Model Y weekend-long Demo Drive – Here’s what I learned

However, I am picking up my Tesla Model Y this coming weekend and will enjoy it for the free three months before subscribing to the monthly program.

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Tesla offers new feature to save battery and reduce phantom drain

While in Low Power Mode, your vehicle continues to use energy for standby functions, screen activity, and Tesla app interactions. In cold weather, available energy may drop more quickly.”

Published

11 hours ago

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August 24, 2025

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Credit: Tesla

Tesla is offering a new feature to help owners save battery and reduce phantom drain, an issue that some have complained of with their cars.

While Teslas are some of the most efficient EVs on the market, they utilize energy and battery life when they’re parked to keep certain features, like Sentry Mode, Summon Standby, and others, active in preparation for potential events that occur.

Keeping these features ready to perform utilizes energy, and if your car is parked at an airport where it could be sitting stagnant for a few days, the battery percentage could start to dwindle pretty significantly.

Because of this, Tesla is rolling out a new feature called “Low Power Mode,” which will automatically disable a handful of settings to combat battery dwindling and phantom battery drain.

Tesla writes in the release notes for the feature:

“When Low Power Mode is enabled, your vehicle will conserve energy by automatically disabling the following features:

    • Sentry Mode
    • Summon Standby
    • Outlets
    • Keep Accessory Power On
    • Keep Climate On and Camp Mode
    • Scheduled Preconditioning
    • Cabin Overheat Protection

While charging with Low Power Mode enabled:

    • Sentry Mode and accessory power will remain available
    • Keep Climate On and Camp Mode are only available when Supercharging

While in Low Power Mode, your vehicle continues to use energy for standby functions, screen activity, and Tesla app interactions. In cold weather, available energy may drop more quickly.”

This feature seemed to be a reaction to a past issue that an owner had as their Cybertruck continued to utilize energy even though the pickup was parked at an airport and the owner was in Japan. The Cybertruck had utilized a lot of energy to keep standby functions active, which left the owner in an interesting spot when they returned.

CEO Elon Musk stepped in, and it seems this feature might have been a reaction to that situation. This is an ideal thing to use if you’re looking to conserve your battery’s state of charge.

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Tesla is bringing back something it took from the Model 3…for a price

“Modify your Model 3 by replacing the turn signal buttons on your steering wheel with turn signal stalks. This modification is included in the purchase price and is installed by a Tesla Service Center.”

Published

1 day ago

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August 23, 2025

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Credit: Tesla

Tesla is bringing back the Model 3’s turn signal stalk in China after removing the part with the refresh of the all-electric sedan early last year.

However, it is going to cost you.

In 2024, Tesla launched the Model 3 “Highland,” a refreshed version of the vehicle that included several large-scale changes. One of the most noticeable was the lack of a turn signal stalk, something the company chose to remove and instead implement turn signal buttons on the steering wheel.

The buttons were met with mixed reviews, as some drivers complained that it was too difficult to get used to them. Others had no problem with the change, noting that it was slightly more convenient for them or that they enjoyed the minimalistic look.

Now, Tesla is offering Model 3 owners in China the opportunity to replace the stalk for a price of ¥ 2,499, or about $350:

“Modify your Model 3 by replacing the turn signal buttons on your steering wheel with turn signal stalks. This modification is included in the purchase price and is installed by a Tesla Service Center.”

Tesla notes on its website that the service is available for Model 3 vehicles without stalks manufactured after February 7, 2025. Any car without a stalk that was manufactured before that date will have the service available to them in the future.

Installation can be performed at a Service Center or by the owner. However, Tesla notes that it is not responsible for any damages resulting from self-installation and recommends that the part be put in by an employee.

The cockpit of the Tesla lineup has been under intense scrutiny by the company in recent years. After a few changes to things like the stalk, steering wheel shape, and others, Tesla has usually given drivers the chance to have things reverted back to their preferences if they want.

They did this for the Model S and Model X a few years ago after implementing the yoke steering wheel.

Tesla Steering Wheel Retrofits have started, and it’s easy to get rid of your yoke

The stalk was not supposed to be removed from the Model 3 and Model Y, but Tesla chose to do so with the refresh last year.

It seems the minimalization of the cockpit, overall, is a move that prepares drivers for autonomy, as eventually, Teslas will be void of pedals, steering wheels, and any other apparatus that are used to control the car.

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