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Tesla tops BMW, Mercedes and Ferrari in brand experience

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According to a new study conducted by leading experience consultancy Group XP, Tesla tops the list of automakers as the brand with the best overall brand experience, besting BMW, Mercedes-Benz and Ferrari. The latest ranking comes after Tesla recently joined Interbrand’s Top 100 Best Global Brands list, joining the likes of Apple, Coca-Cola and Google.

New York-based Group XP consultancy compiled a list of the world’s Top 30 brands that drove the highest customer experiences, as ranked by the brand’s ability to provide a great impression, interact with consumers, and enhance people’s lives through a higher brand purpose. The scores form the basis for the consultancy’s Group XP Experience Index that quantifies four core metrics and scores based on the following categories:

  • Impression – Stand for something unique
  • Interaction – Deliver on your most important needs
  • Responsiveness – Have better online services and engaging content
  • Resilience – Strive to make people’s future lives better through higher brand purpose
Group XP Top 30

Top 30 global brands ranked by Group XP [download]

Pampers tops the chart as the company with the best overall brand experience, followed by Disney, PayPal, DHL, Facebook, Apple, Google, Ikea, UPS, and Visa which close out the Top 10.

Group XP ranks Tesla as one of the brands that exudes “brash confidence” and exerts profound differentiation on the marketplace. The brands ranked within Group XP’s 2016 Top 30 list “have radically re-imagined a sector from which to deliver outstanding experiences. They lead their category, have devoted fans and are extremely difficult to copy or compete against”, according to the firm.

Companies within the tech sector, including Tesla, ranked as having the best overall brand experience include Facebook, Amazon, and Google, each dominating their markets in ways that create high barriers to entry.

Creating a high barrier to entry for other automakers within the electric vehicle space couldn’t be more the case with Tesla. Having created a global network of fast-charging Superchargers across the world, while also partnering with hotel chains for its destination charging program, Tesla has made it extremely difficult for other automakers, looking to come to market with its own electric vehicle, to join in on the party.

“Who else but Tesla could take on a heavily entrenched industry like automotive and turn it on its head? Having launched highly rated, luxury-valued electric cars, Tesla has gone on to inspire and expand a roadside recharging network and build the world’s biggest Giga battery factory while also advancing the concept of driverless autos from science fiction fantasy to widely anticipated reality.”

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Gene has been obsessed with cars since before he could legally sit in the front seat. Writer, researcher, unofficial CS support, accountant, native suit guy when needed, and overall stick poker. He approaches every story the way he approaches a road trip: with too much enthusiasm, not enough planning, and a surprisingly good outcome. gene@teslarati.com

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It’s official: SpaceX takes aim at Verizon, AT&T, and T-Mobile

SpaceX is buying 800 MHz spectrum from Grain to turn Starlink Mobile into a carrier.

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Starlink D2D direct to device vs Verizon, AT&T (Concept render by Grok)

SpaceX has agreed to buy a nationwide block of low band wireless spectrum, a deal the company says will let Starlink Mobile operate as a full US carrier rather than a satellite add-on for someone else’s network.

The company announced the agreement on X on Thursday afternoon, saying it will “pave the way for @Starlink to become a major mobile carrier in the US.” The seller is Grain Management, a private investment firm that confirmed in a statement that SpaceX will acquire 100% of its nationwide 800 MHz portfolio. That covers up to 14 MHz of paired spectrum in the 817 to 824 MHz and 862 to 869 MHz bands. Neither side disclosed a price, and the deal still needs FCC approval.

Grain only recently picked up the licenses itself. It bought the portfolio from T-Mobile in a transaction that closed in August, paying cash plus its own 600 MHz spectrum. Rival AST SpaceMobile had been testing satellites on the same bands before SpaceX stepped in.

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SpaceX said its 2 GHz spectrum will handle high bandwidth capacity, while the new 800 MHz layer “ensures Starlink Mobile’s signal penetrates through obstacles, such as walls, and can provide service to customers’ devices even when they are in buildings.” The company added that most existing phones already support the band, so customers would not need new hardware to use it.

That 2 GHz spectrum came from SpaceX’s EchoStar acquisition last year, which gave the company exclusive S band rights in the US and global Mobile Satellite Service licenses. The Grain spectrum is different in an important way: it is tailored for service from ground towers, not satellites. SpaceX said that combination would make Starlink Mobile “the first network operator to deploy both satellite and terrestrial spectrum.”

The announcement also follows a key regulatory win. Earlier this week, the FCC approved SpaceX’s plan to deploy 15,000 second generation Starlink Mobile satellites, which the company has said will carry up to 100 times the data density of the current system, as Teslarati previously reported.

Shares of AT&T, Verizon and T-Mobile fell in extended trading after the announcement. T-Mobile is currently SpaceX’s launch partner for Starlink Mobile in the US, which makes its position the most complicated of the three.

SpaceX has not been subtle about its plans. During the company’s August earnings call, President and COO Gwynne Shotwell said she expected Starlink Mobile to win over customers from the major carriers. “I anticipate us to be able to acquire quite a few of their customers because I think our service will be better,” she said, pointing to dead zone coverage and resilience during disasters. Shotwell also described plans for low cost cellular base stations that could pair with existing Starlink dishes.

SpaceX has targeted 2027 for deployment of its next generation Starlink Mobile satellites, with upgraded service expected by the end of that year. The FCC review of the Grain deal now determines when the terrestrial half of that network can come online.

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Trump presents Elon Musk with National Medal of Science, calls him “modern-day Thomas Edison”

Trump gave Elon Musk the National Medal of Science and compared him to Thomas Edison.

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Elon Musk holds the National Medal of Science alongside President Donald Trump at the “Science: A New Golden Age” summit in Washington on October 8, 2026.
Elon Musk holds the National Medal of Science alongside President Donald Trump at the “Science: A New Golden Age” summit in Washington on October 8, 2026.

Elon Musk now has the highest honor the U.S. government gives to scientists and engineers. President Donald Trump presented him with the National Medal of Science on Thursday at the White House’s “Science: A New Golden Age” summit, held at the Institute of Peace in Washington, according to the White House.

Trump called Musk a “national treasure” and “our modern-day Thomas Edison.” “Few Americans in history have done more to advance America’s national interest than Elon in one field after another,” the president said. He also described Musk as an “industrial titan, brilliant engineer and one of the greatest technology founders to ever live.”

The official citation credits Musk “for engineering achievements of extraordinary ambition and scale that have pushed the frontiers of space exploration, intelligent systems, communications, and beyond, renewing American technological leadership and opening a new chapter in American manufacturing.” Tesla is not named in it, but “intelligent systems” and “American manufacturing” cover a lot of ground that Tesla and the Terafab chip project occupy.

Google co-founder Sergey Brin, Nvidia CEO Jensen Huang and AMD CEO Lisa Su received the same medal. Microsoft CEO Satya Nadella and Dell Technologies CEO Michael Dell were given the National Medal of Technology and Innovation. It was the first time Trump has handed out either award in his two terms. As Teslarati noted when the list was first reported on Wednesday, the National Science Foundation says 529 people have received the Medal of Science since Congress created it in 1959.


The ceremony closes a loop that opened in 2025, when Musk left DOGE and criticized the “Big Beautiful Bill,” sparking a public feud. Al Jazeera noted that Musk was the largest contributor to Trump’s 2024 campaign, and CNBC reported that all of the honorees have given financially to Trump or Republican causes in some form. The reconciliation has moved quickly in recent weeks. Musk sat at Trump’s left at the September 29 White House AI lunch, was named to help lead the Pentagon’s Project Meridian study on the future of warfare, and adopted the administration’s “super intelligence” wording when he said SpaceXAI will become SpaceXSI.

For Tesla and SpaceX shareholders, the practical question is what the closer relationship means for federal approvals. Tesla’s Robotaxi and Cybercab expansion depends on national autonomy rules, and SpaceX’s Starship and Starlink plans run through the FAA, FCC and NASA. Thursday’s ceremony did not change any of that directly.

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Elon Musk’s Boring Company lands a new Middle East deal, and Nashville is about to get faster

The Boring Company signs Abu Dhabi tunnel agreement while adding more Prufrock machines in Nashville.

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the-boring-company-tesla-robotaxi

The Boring Company has signed an agreement with Abu Dhabi to study underground transport and utility tunnels across the emirate, adding a second UAE city to its pipeline as it prepares to also scale up tunneling back home in Nashville.

The deal was signed Thursday at the Liveability and Investment Exhibition (LIVEX 2026) by Boring Company President Steve Davis and Maysarah Mahmoud Salim Eid, director general of the Abu Dhabi Projects and Infrastructure Centre (ADPIC), according to the Abu Dhabi Media Office. Mohamed Ali Al Shorafa, chairman of the emirate’s Department of Municipalities and Transport, attended the signing.

Under the agreement, the two sides will assess feasibility, delivery and operating models for tunnels that could carry passengers or utilities. They will also look at Abu Dhabi’s potential as a regional hub for tunneling work. The current phase is exploratory, and no construction commitment or project budget has been announced.

“Abu Dhabi provides an ideal environment to explore the next generation of underground infrastructure solutions, supported by its ambitious growth vision and strong commitment to advanced technologies,”

Davis said. He added that the company wants to assess how tunnels can “expand urban capacity more efficiently, and enable better use of available space.”

The timing lines up with the money, considering last month, The Boring Company closed a $3 billion Series D led by the UAE and affiliated investors, valuing the company at $23 billion, as Teslarati reported. That round came with a commitment to build more than 150 kilometers of tunnel across the UAE, separate from the Dubai Loop pilot already under contract with Dubai’s Roads and Transport Authority. That pilot covers 6.4 kilometers and four stations linking DIFC and Dubai Mall at a cost of about $154 million.

Back home, The Boring Company projects in Nashville are also scaling up, with the company telling local NewsChannel 5 that a third Prufrock machine could start digging the Music City Loop in late October. A fourth is also targeted before the end of the year. Two machines are already mining Nashville limestone at the same time, and work is underway on a new launch site for the third.

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The company said it has made more than 300 design and performance upgrades to its original Nashville machine. It is also working with property owners on more than 40 planned stations, with approvals in place for a future Nashville International Airport connection, a downtown station near the Music City Center, and stops at residential towers and the JW Marriott.

Construction on the Music City Loop began the same evening Tennessee and federal regulators approved the project’s lease in February, and the company targeted its first operational segment for late 2026. Back in Las Vegas, The Boring Company has said it plans to double its Vegas Loop station count by year’s end.

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