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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 is delaying its event for the Roadster, moving it from this Thursday, October 1, to Thursday, October 15, due to unfavorable weather.
The company has said it has been tracking the weather for this Thursday closely with local meteorologists, and because the event can only be held outside, Tesla is making the call to delay it:
“We’ve been tracking the weather closely with local meteorologists, but given the severe conditions predicted & because this event can only be held outdoors, we’ve made the difficult decision to reschedule. New date is October 15. Additional details to follow.”
Roadster event update
We’ve been tracking the weather closely with local meteorologists, but given the severe conditions predicted & because this event can only be held outdoors, we’ve made the difficult decision to reschedule.
New date is October 15. Additional details to…
— Tesla (@Tesla) September 28, 2026
We are sure that this is bringing back PTSD for some Tesla fans, and we know it is not ideal, but this also reveals some things about the event. Tesla said that this can only be held outdoors, meaning it bodes well for the rumors that the vehicle could potentially hover.
Some believe that this was essentially confirmed by the FAA airspace restriction they were granted, but this could have been for a drone show or to keep drones from spying on the event.
Tesla Roadster is available for order once again following brief hold
The Roadster event has been long-awaited, and it is unfortunate that the weather is going to keep us all waiting a little bit longer.
The Tesla Roadster will be unveiled in Waco, Texas.
Elon Musk
SpaceX turned a heralding moment for Starship into its greatest
Starship reached orbit despite losing an engine, deployed 26 Starlink V3 satellites on Flight 14.
SpaceX’s Starship reached orbit for the first time on Monday, and for a few nail-biting minutes it looked like it wouldn’t. During ascent on Flight 14, one of Ship 41’s six Raptor engines shut down early, and SpaceX’s livestream host Dan Huot told viewers the team had decided not to commit to orbit. Minutes later, after what Huot described as a lot of conversation in the control room, the final poll came back in favor, and a roughly 19 second burn of a single Raptor pushed the ship into orbit about 170 miles up.
The reversal matters because SpaceX had written the exit ramp into the mission plan. The company said it would only fire the orbital insertion burn if flight controllers confirmed enough backup hardware remained for the deorbit burn, a condition Teslarati laid out ahead of the flight. Losing an engine was exactly the scenario that rule was built for.
Pressing forward fits Elon Musk’s history. Falcon 1 failed three straight times before its fourth launch reached orbit in 2008, with SpaceX nearly out of money, and Starship was developed by flying prototypes until they broke. What changed this year SpaceX going public, and with $SPCX sliding below its IPO price in July when Flight 13 slipped, the short interest climbed significantly, as Teslarati reported at the time. A Starship potentially lost today with revenue generating next-gen Starlink satellites aboard would have landed directly on shareholders.
Splashdown confirmed. Congratulations to the entire SpaceX team on the first orbital flight of Starship! pic.twitter.com/urjmiwnvNl
— SpaceX (@SpaceX) September 28, 2026
That pressure showed up after orbit. SpaceX cut a flight planned to last nearly 10 hours to about three, moving splashdown from west of Chile to the North Pacific near Hawaii. SpaceX gave no reason, though Musk said this month the company was being extremely cautious about debris risk. The single Raptor for deorbit worked, and Ship 41 completed its flip and landing burn before breaking apart in the water, an outcome SpaceX expected. Musk has structured SpaceX’s governance to shield long term bets from market pressure.
The payload is the bigger business story. Musk posted that all 26 Starlink V3 satellites deployed and are “operating nominally.” Each V3 is rated for about 1 Tbps of downlink and 160 Gbps of uplink, so this single launch adds roughly 26 Tbps, about 10 times what a Falcon 9 load of V2 Mini satellites adds. The V3 is too large for Falcon 9, making Starship the only vehicle that can build out the planned 100,000 satellite constellation, at up to 60 per flight once it reaches routine service. Unlike the 20 V3 units on Flight 13, which reentered on a suborbital path, these will raise their orbits and could begin serving customers within weeks and bring in hundreds of millions of additional dollars in projected Starlink revenue.
SpaceX has already begun winding down Falcon 9 Starlink launches from Florida in favor of Starship. Reported targets put Flight 15 as early as October 19, leaving about three weeks to diagnose Monday’s engine shutdown before the next orbital attempt.
Starship’s 14th flight is set to launch on Monday, Sept 28. The 75-minute launch window opens at 7:15 a.m. CT. Live coverage of the mission starts ~35 minutes before launch → https://t.co/uQKQvgaTmJ
— SpaceX (@SpaceX) September 27, 2026
Tesla quietly doubled the size of its Cybercab fleet within the Robotaxi program in Austin, Texas, over the weekend to well over 100 units.
The move not only establishes more of the steering-wheel-less and pedal-less vehicles within the ride-sharing fleet Tesla has been operating for a year, but it also solidifies a more robust Robotaxi fleet as a whole.
Riders started receiving notifications from the Robotaxi app that stated: “Cybercab fleet has doubled: more rides available.”
I got this notification on the robotaxi app. They are saying the Cybercab fleet has doubled. Glad that they are advertising this pic.twitter.com/FFrnw4FRCF
— Abhimanyu Yadav (@WorldlyReviewer) September 26, 2026
Tesla first launched rides in the Cybercab in early September, although the Robotaxi fleet has been active for over a year, as rides began last Summer. Cybercab is truly Tesla’s most crucial vehicle release yet, as it is the first car any company has built that is geared toward full-fledged and end-to-end autonomy, never needing human intervention for anything.
Only available in Austin at the current time, Cybercab has two seats and has been spotted testing around various U.S. states and regions; Tesla plans to deploy the Cybercab in various U.S. cities in the coming months as a best-case scenario.
Tesla Cybercab gets initial tie-in to localized, in-house cathode plant
The availability of the Cybercab has doubled from just 58 units last Monday to 125 the following Friday. Marking a substantial increase in Cybercab availability, the additional ride-sharing units are more than welcome, as wait times for Cybercabs, especially, were quite high.
The dramatic increase is a sign that demand for Robotaxi is growing and Tesla is feeling more confident that its driverless ride-hailing suite, especially its Full Self-Driving software, is able to handle any traffic situation without explicit direction or supervision from a human being.
Tesla Roadster event gets delayed due to unfavorable weather
SpaceX turned a heralding moment for Starship into its greatest
