Tesla is priming itself to overtake the entire luxury-car sector after passing Audi for fourth place in registrations in 2020 for the category. Tesla registered 200,561 new registrations in 2020, passing Audi for fourth on the list.
Tesla had its biggest year in 2020 internally. After producing over 509,000 vehicles and delivering just under 500,000 of them, Tesla had culminated the most challenging year in history thanks to the COVID-19 pandemic into its most successful campaign as an automaker in its short and storied history. As a result, Tesla also added to its streak of consecutive profitable quarters, launched a new Gigfactory campaign in Texas in 2020, and began deliveries of the Model Y crossover in China.
But in the United States, the Silicon Valley-based electric carmaker added on to its increased presence by registering more cars than Audi, despite Tesla only mass-producing its cars since Summer 2017. Automotive News data suggests 200,561 new Tesla electric cars were registered in the U.S. in 2020, surpassing Audi with just shy of 184,000 cars. The only three companies that managed to register more cars in the luxury segment than Tesla: Mercedes-Benz, BMW, and Lexus.
Tesla has managed to make a name for itself in the highly-competitive luxury vehicle segment. With the average cost of a car in the U.S. ranging around $40,000, most of the lower-end luxury cars from Mercedes, BMW, and Lexus are right in the wheelhouse for many families. Tesla’s mass-market Model 3 in its Standard Range+ variant is under $40,000, and the Standard Range Model Y comes in just above the $40,000 threshold before incentives. Two of Tesla’s most economical EVs fit right in this category of affordable luxury cars and both are a great fit for anyone based on a variety of reasons.
Tesla dominates ‘Luxury Brand’ segment in Kelley Blue Book’s Image Awards
First, the Model 3 and Model Y are Tesla’s two mass-market vehicles. Before them, the only offered vehicles were the Model S and Model X, and they stood well above the threshold for the average cost of a car in the United States. Nevertheless, Tesla has always offered something that other car companies cannot seem to figure out: electric powertrains with range, performance, and unmatched power.
Tesla’s tech has outclassed competitors for years, especially as it is one of the few to currently offer constant Over-the-Air software updates. Along with the savings on gas and what could be a reintroduction to the $7,000 EV credit, Teslas are becoming the most sought-after vehicles because of their affordability, alignment with climate issues, and unmatched performance.
As production continues to be improved by introducing new manufacturing plants and new manufacturing techniques, Tesla will only continue to overtake other long-standing names on the luxury-car sector list. With Audi becoming the first victim of the notable four names, Tesla primes itself to overtake the next three to become the most popular luxury carmaker globally.
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Tesla is coming to Estonia and Latvia in latest European expansion: report
Tesla seems to be accelerating its regional expansion following its recent launch in Lithuania.
Recent reports have indicated that Tesla has taken a step toward entering the Baltic states by registering new subsidiaries in Latvia and Estonia.
Filings suggest that Tesla is accelerating its regional expansion following its recent launch in Lithuania, with service centers likely coming before full sales operations.
Official entities in Latvia and Estonia
Tesla has established two new legal entities, Tesla Latvia SIA and Tesla Estonia OÜ, both owned by Tesla International B.V., as noted in an EV Wire report. Corporate records show the Estonian entity was formed on December 16, 2025, while the Latvian subsidiary was registered earlier, on November 7.
Both entities list senior Tesla executives on their boards, including regional and finance leadership responsible for new market expansion across Europe. Importantly, the entities are registered under “repair and maintenance of motor vehicles,” rather than strictly vehicle sales. This suggests that Tesla service centers will likely be launched in both countries.
The move mirrors Tesla’s recent Baltic rollout strategy. When Tesla entered Lithuania, it first established a local entity, followed by a pop-up store within weeks and a permanent service center a few months later. It would then not be surprising if Tesla follows a similar strategy in Estonia and Latvia, and service and retail operations arrive in the first half of 2026.
Tesla’s European push
Tesla saw a drop in sales in Europe in 2025, though the company is currently attempting to push more sales in the region by introducing its most affordable vehicles yet, the Model 3 Standard and the Model Y Standard. Both vehicles effectively lower the price of entry into the Tesla ecosystem, which may make them attractive to consumers.
Tesla is also hard at work in its efforts to get FSD approved for the region. In the fourth quarter of 2025, Tesla rolled out an FSD ride-along program in several European countries, allowing consumers to experience the capabilities of FSD firsthand. In early December, reports emerged indicating that the FSD ride-along program would be extended in several European territories until the end of March 2026.
Elon Musk
Elon Musk’s X will start using a Tesla-like software update strategy
The initiative seems designed to accelerate updates to the social media platform, while maintaining maximum transparency.
Elon Musk’s social media platform X will adopt a Tesla-esque approach to software updates for its algorithm.
The initiative seems designed to accelerate updates to the social media platform, while maintaining maximum transparency.
X’s updates to its updates
As per Musk in a post on X, the social media company will be making a new algorithm to determine what organic and advertising posts are recommended to users. These updates would then be repeated every four weeks.
“We will make the new 𝕏 algorithm, including all code used to determine what organic and advertising posts are recommended to users, open source in 7 days. This will be repeated every 4 weeks, with comprehensive developer notes, to help you understand what changed,” Musk wrote in his post.
The initiative somewhat mirrors Tesla’s over-the-air update model, where vehicle software is regularly refined and pushed to users with detailed release notes. This should allow users to better understand the details of X’s every update and foster a healthy feedback loop for the social media platform.
xAI and X
X, formerly Twitter, has been acquired by Elon Musk’s artificial intelligence startup, xAI last year. Since then, xAI has seen a rapid rise in valuation. Following the company’s the company’s upsized $20 billion Series E funding round, estimates now suggest that xAI is worth tens about $230 to $235 billion. That’s several times larger than Tesla when Elon Musk received his controversial 2018 CEO Performance Award.
As per xAI, the Series E funding round attracted a diverse group of investors, including Valor Equity Partners, Stepstone Group, Fidelity Management & Research Company, Qatar Investment Authority, MGX, and Baron Capital Group, among others. Strategic partners NVIDIA and Cisco Investments also continued support for building the world’s largest GPU clusters.
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Tesla FSD Supervised wins MotorTrend’s Best Driver Assistance Award
The decision marks a notable reversal for the publication from prior years, with judges citing major real-world improvements that pushed Tesla’s latest FSD software ahead of every competing ADAS system.
Tesla’s Full Self-Driving (Supervised) system has been named the best driver-assistance technology on the market, earning top honors at the 2026 MotorTrend Best Tech Awards.
The decision marks a notable reversal for the publication from prior years, with judges citing major real-world improvements that pushed Tesla’s latest FSD software ahead of every competing ADAS system. And it wasn’t even close.
MotorTrend reverses course
MotorTrend awarded Tesla FSD (Supervised) its 2026 Best Tech Driver Assistance title after extensive testing of the latest v14 software. The publication acknowledged that it had previously criticized earlier versions of FSD for erratic behavior and near-miss incidents, ultimately favoring rivals such as GM’s Super Cruise in earlier evaluations.
According to MotorTrend, the newest iteration of FSD resolved many of those shortcomings. Testers said v14 showed far smoother behavior in complex urban scenarios, including unprotected left turns, traffic circles, emergency vehicles, and dense city streets. While the system still requires constant driver supervision, judges concluded that no other advanced driver-assistance system currently matches its breadth of capability.
Unlike rival systems that rely on combinations of cameras, radar, lidar, and mapped highways, Tesla’s FSD operates using a camera-only approach and is capable of driving on city streets, rural roads, and freeways. MotorTrend stated that pure utility, the ability to handle nearly all road types, ultimately separated FSD from competitors like Ford BlueCruise, GM Super Cruise, and BMW’s Highway Assistant.
High cost and high capability
MotorTrend also addressed FSD’s pricing, which remains significantly higher than rival systems. Tesla currently charges $8,000 for a one-time purchase or $99 per month for a subscription, compared with far lower upfront and subscription costs from other automakers. The publication noted that the premium is justified given FSD’s unmatched scope and continuous software evolution.
Safety remained a central focus of the evaluation. While testers reported collision-free operation over thousands of miles, they noted ongoing concerns around FSD’s configurable driving modes, including options that allow aggressive driving and speeds beyond posted limits. MotorTrend emphasized that, like all Level 2 systems, FSD still depends on a fully attentive human driver at all times.
Despite those caveats, the publication concluded that Tesla’s rapid software progress fundamentally reshaped the competitive landscape. For drivers seeking the most capable hands-on driver-assistance system available today, MotorTrend concluded Tesla FSD (Supervised) now stands alone at the top.
Tesla is coming to Estonia and Latvia in latest European expansion: report
Elon Musk’s X will start using a Tesla-like software update strategy
