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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’s new Model S and X spotted, but they leave a lot to be desired

The Model S and Model X testing mules spotted by The Kilowatts have few minor visual changes.

Published

7 hours ago

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May 23, 2025

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Credit: Tesla

Tesla has been hinting for a few months now that the flagship Model S and Model X would be getting some attention in 2025 as the vehicles continue to be sold in extremely low volumes.

Both models seem to be under the knife, especially as their newest versions were spotted in California earlier this week.

However, images of the vehicles seem to show that Tesla is not planning a major overhaul, which begs the question: why even do it in the first place?

Tesla makes a decision on the future of its flagship Model S and Model X

The Model S and Model X are grouped with the Cybertruck in Tesla’s quarterly delivery releases, and Q1 saw just 12,881 units of the three cars delivered. The Cybertruck likely made up the majority of this number, as some outlets reported around 6,400 deliveries of the all-electric pickup in Q1.

This is unconfirmed.

The Model S and Model X have stuck around for “sentimental reasons,” according to CEO Elon Musk, who said back in 2021:

“I mean, they’re very expensive, made in low volume. To be totally frank, we’re continuing to make them more for sentimental reasons than anything else. They’re really of minor importance to the future.”

However, the cars seem to be in need of a serious refresh. As Tesla changed up the exterior aesthetic on both the Model 3 and Model Y, recent images captured of the Model X by The Kilowatts seem to show this is not the strategy with the Model X or Model S:

As we can see, the overall aesthetic of the X, if this is what Tesla plans to release, has literally no changes from a purely visual standpoint. There is the addition of the front bumper camera, which was first implemented on the Cybercab unveiled in October 2024, and then on the new Model Y this year.

There are some new 20″ wheels, and the interior has been fitted with ambient lighting.

The Model S looked to be relatively the same, other than these few hardware changes, including a rear diffuser on this Plaid that was spotted:

While these changes are welcome and should be beneficial, they don’t seem like they will encourage major sales growth, which might be something Tesla is okay with.

Admitting the two cars are low volume and not contributors to the company’s long-term goals, Musk is likely willing to just upgrade things to make these more compatible and better functioning with the Full Self-Driving suite.

Earlier this year, VP of Vehicle Engineering Lars Moravy said the S and X were not going anywhere and would get “some love” before the end of 2025:

“Just give it a minute. We’ll get there. The upgrade a couple of years ago was bigger than most people thought in terms of architecture and structure of the car got a lot better, too. But, we’ll give it some love later this year and make sure it gets a little bit…you know, with the stuff we’ve been putting in 3 and Y. Obviously, with 3 and Y, the higher volume stuff, you’ve gotta focus there.”

It seems these strategies have held true — the S and X appear to be getting what the 3 and Y got with the ambient lighting and front bumper camera (at least on the Model Y).

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Tesla set for ‘golden age of autonomous’ as Robotaxi nears, ‘dark chapter’ ends: Wedbush

Tesla is set to win big from the launch of the Robotaxi platform, Wedbush’s Dan Ives said.

Published

9 hours ago

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May 23, 2025

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Tesla (NASDAQ: TSLA) is set to kick off its own “golden age of autonomous growth” as its Robotaxi platform nears launch and a “dark chapter” for the company has evidently come to a close, according to Wedbush analyst Dan Ives.

Ives has jostled his price target on Tesla shares a few times already this year, usually switching things up as the market sways and the company’s near-term outlook changes. His price target on Tesla has gone from $550 to $315 to $350 back to $500 this year, with the newest adjustment coming from a note released early on Friday.

As CEO Elon Musk has essentially started to dwindle down his commitment to the Department of Government Efficiency (DOGE) altogether, Ives believes that Tesla’s “dark chapter” has come to a close:

“First lets address the elephant in the room…2025 started off as a dark chapter for Musk and Tesla as Elon’s role in the Trump Administration and DOGE created a life of its own which created brand damage and a black cloud over the story….but importantly those days are in the rear-view mirror as we are now seeing a recommitted Musk leading Tesla as CEO into this autonomous and robotics future ahead with his days in the White House now essentially over.”

Ives believes Tesla’s launch of Robotaxi should be the company’s way to unlock at least $1 trillion in value alone, especially as the Trump White House will fast-track the key initiatives the automaker needs to get things moving in the right direction:

“The $1 trillion of AI valuation will start to get unlocked in the Tesla story and we believe the march to a $2 trillion valuation for TSLA over the next 12 to 18 months has now begun in our view with FSD and autonomous penetration of Tesla’s installed base and the acceleration of Cybercab in the US representing the golden goose.”

There are some concerns moving forward, but none of which relate to the AI/autonomous play that Ives primarily focuses on within the Friday note. Instead, they are related to demand in both Europe and Asia, as Ives said, “there is still wood to chop to turn around Model Y growth” in both of those markets.

Nevertheless, the big focus for Ives is evidently the launch of Robotaxi and the potential of the entire autonomous division that Tesla plans to offer as a ride-sharing service in the coming months. Ives also believes a 50 percent or more penetration of Full Self-Driving could totally transform the financial model and margins of Tesla moving ahead.

Aware of the setbacks Tesla could encounter, Ives still believes that Tesla will establish itself as “the true autonomous winner over” and that investors will recognize the AI vision the company has been so bullish on.

Ives pushed his price target to $500. Tesla shares are down just under 1% at the time of publication. They are trading at $337.88 at 11:45 on the East Coast.

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SpaceX Starship gets FAA nod for ninth test flight

The FAA has given the green light for Starship’s ninth test flight.

Published

1 day ago

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May 22, 2025

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(Credit: SpaceX)

SpaceX has received FAA approval for the ninth test flight of the Starship rocket. The approval was delayed due to the federal agency finishing its comprehensive safety review of the eighth flight earlier this year.

The FAA said in a statement that it has determined that SpaceX has “satisfactorily addressed the causes of the mishap, and therefore, the Starship vehicle can return to flight.”

The eighth test flight occurred back on March 6. SpaceX completed a successful liftoff of Starship and the Super Heavy Booster, before the two entered stage separation a few minutes after launch.

Starship Flight 8: SpaceX nails Super Heavy booster catch but loses upper stage

The booster returned and was caught by the chopsticks on the launch pad, completing the second successful booster catch in the program’s history. However, SpaceX lost contact with Starship in the upper atmosphere.

The ship broke up and reentered the atmosphere over Florida and the Bahamas.

The debris situation caused the FAA to initiate a mishap investigation:

The FAA said it will verify that SpaceX implements all the corrective actions on Flight 9 that it discovered during the mishap investigation.

There is no current confirmed launch window, but the earliest it could take off from Starbase is Tuesday, May 27, at 6:30 p.m. local time.

To prevent any injuries and potentially limit any damage, the FAA has stayed in contact with various countries that could be impacted if another loss of vehicle occurs:

“The FAA is in close contact and collaboration with the United Kingdom, Turks & Caicos Islands, Bahamas, Mexico, and Cuba as the agency continues to monitor SpaceX’s compliance with all public safety and other regulatory requirements.”

The agency has also stated that the Aircraft Hazard Area (AHA) is approximately 1,600 nautical miles and extends eastward from the Starbase, Texas, launch site through the Straits of Florida, including the Bahamas and Turks & Caicos.

For flight 8, the AHA was just 885 nautical miles.

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