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

Published

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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Cybertruck

FIRST LOOK: Tesla Cybertruck police cruiser interior

The LVMPD released a new video of the police cruisers that were donated by billionaires Ben and Felicia Horowitz.

Published

19 minutes ago

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October 29, 2025

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Credit: LVMPD | X

The first look at the Tesla Cybertruck police cruisers for the Las Vegas Metro Police Department has been going around as the city begins to add them to its active fleet.

The LVMPD released a new video of the police cruisers that were donated by billionaires Ben and Felicia Horowitz, showing their design, as well as the first look at the front of the vehicle where police will sit, as well as the back where the criminals will think about their actions.

Sheriff Kevin McMahill commented on the addition of the Cybertrucks to the fleet, which includes recognition of their symbolism regarding the mission of the Department itself:

“These represent something bigger than a police vehicle. They represent innovation and our continued commitment to serve this community with the best tools available — safely, efficiently, and responsibly. They can handle everything from Fremont Street to Red Rock Canyon.”

The LVMPD had the Cybertrucks primed for law enforcement use by Upfit Tesla, a division of Unplugged Performance, the unequivocal leader in performance upgrades for Teslas.

The first look at the interior of the police cruisers is awesome to see, especially as it shows the Cybertruck’s ability to cater to every and any application for personal or professional use.

The front of the Cybertruck police vehicle shows an interior fully outfitted for a shift in Las Vegas. A laptop is mounted next to the center touchscreen, and siren and light controls are located in the center for easy access for officers:

The rear of the cruiser is plain and fitted with plastic seats, typical for the transportation of criminals and suspects, as well as a partition that appears to be made of ballistic glass, helping to protect officers from those they have arrested. It is also reinforced with steel and foam lines the top of the partition:

The fleet was donated shortly after a Cybertruck exploded at the front entrance of Trump Tower in Las Vegas in January. While the person inside lost their life, the Cybertruck’s ability to muffle most of the blast and keep damage relatively limited to the building impressed many.

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Tesla Cybercab spotted testing on public roads for the first time

The car was spotted just minutes from Tesla’s Engineering Headquarters in Los Altos, California. There are a few interesting tidbits we can gather from the photo and the information shared with it.

Published

8 hours ago

on

October 29, 2025

By

Credit: Teslarati

The Tesla Cybercab has been spotted testing on public roads for the first time, marking a substantial step forward in the vehicle’s development.

The car was spotted just minutes from Tesla’s Engineering Headquarters in Los Altos, California. There are a few interesting tidbits we can gather from the photo and the information shared with it:

The vehicle had a driver and side view mirrors equipped on it, which seems to be pretty expected, especially at this stage.

Tesla might have been using its Full Self-Driving software with the vehicle as it enters this new stage of testing on public roads. This seems most likely, especially as the car, which has long been developed to be void of a steering wheel and pedals, will totally rely on autonomous tech to transport one or two passengers to their destination.

Additionally, side view mirrors are required by law at delivery, and Tesla was likely looking to keep things as safe and elementary as possible, especially with this early stage of testing.

As this is the first time the vehicle has been spotted on public roads and the first time it was likely testing on them, Tesla was being cautious.

There have been a lot of developments with Cybercab over the past few weeks, as the car has been spotted testing on the Fremont Factory’s test track, units have been seen outside of Gigafactory Texas’s crash testing facility, and there has been some additional speculation about what the vehicle’s standard equipment will be.

There have also been quite a few job postings by Tesla for manufacturing and production roles related to Cybercab over the past few weeks.

Yesterday, Tesla’s Board Chair, Robyn Denholm, revealed that the company could end up building Cybercab with a steering wheel and pedals, contrary to what Tesla and CEO Elon Musk have wanted to do.

Tesla Cybercab might be getting a huge change

The vehicle has yet to reach that stage of regulatory testing, but Tesla wants to start volume production in Q2. If it wants to release the vehicle without any manual controls, that means that Full Self-Driving will need to be completed within the next eight months.

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Tesla hints it could see ‘a few more vehicles’ released soon

Denholm said on CNBC yesterday that “we do have a few other vehicles coming out.”

Published

11 hours ago

on

October 29, 2025

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Tesla Board Chair Robyn Denholm hinted the company could see “a few more vehicles” coming out and being released soon, although there is no indication of what could be on the way based on her comments.

However, Tesla has hinted toward several potential releases in the coming years, as other executives, including Chief Designer Franz von Holzhausen, have talked briefly about what could be on the way.

Denholm said on CNBC yesterday that “we do have a few other vehicles coming out.”

It was a vague and almost cryptic sentence, as, in all honesty, it was not completely clear whether she was talking about recent releases that are just making their way to market, like the Model 3 and Model Y “Standard,” or new vehicles altogether.

Nevertheless, it’s worth dissecting.

Tesla “Standard” Models

On October 7, Tesla launched the Standard Model 3 and Model Y, stripped-down versions of their now “Premium” siblings. The Standard trims lack premium features like leather seats, a rear touchscreen, and a glass roof, among other features.

Tesla begins deliveries of its affordable Model Y Standard

These cars are just starting to be delivered for the first time, so it is possible that Denholm was referring to these cars.

Potential Model 2 Hint?

There has always been a looming vehicle model that many Tesla fans and owners have been intrigued by: the Model 2.

This car was hinted at being the $25,000 model that Tesla was rumored to be developing, and many thought that was the vehicle that would be released earlier this month, not the Standard Model 3 and Model Y.

Instead, the Model 2 could be something that would enable Tesla to reach an entirely new consumer base, including those who are not able to swing the payment for the company’s more premium offerings.

It seems Tesla will have to launch some sort of extremely affordable model in the future, and with the Cybercab being slotted at that rough price point, it would not be out of the question for it to be in the realm of possibility for future releases.

It’s worth noting, however, that it is probably unlikely this will happen. Tesla is so deadset focused on autonomy, it seems Cybercab would take extreme precedence over the unconfirmed “Model 2.”

Cybertruck-inspired SUV

Tesla fans have been begging the company to develop a full-size SUV that would compete with the Ford Expedition or Chevrolet Tahoe, but the company has not given any indication that this would be something it would build.

Nevertheless, there was a very subtle hint in a recent promotional clip that showed a Cyber SUV mock-up placed strategically next to a clay model of a Model 3:

Tesla appears to be mulling a Cyber SUV design

The Model X is simply not what people want when it comes to an SUV, as it does not have the seating capacity and cargo space that many need with a full-sized SUV.

This issue, in particular, has been one that has been extremely relevant to the company’s future lineup as consumers have shown they would be interested in a Tesla vehicle that fit this description.

Additionally, von Holzhausen said in September that a Cyber SUV or a smaller electric pickup with a more traditional design is “definitely things we’ve considered…We’re working on so many innovative and fun things.”

Tesla gives big hint that it will build Cyber SUV, smaller Cybertruck

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