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Tesla will launch pop up showroom inside Australia’s largest retailer

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Companies that want to disrupt customer expectations are now turning to Tesla to create positive brand association and appeal.

Peek into the Myer department store in Melbourne’s Central Business District (CBD) this Friday and you’ll see a mini Tesla showroom with Model X set as the centerpiece. The Australian department store chain, with its familiar merchandise lines of designer clothing, cosmetics, homewares, toys, food, travel goods, and the like, will launch Tesla’s pilot store on the sixth floor. It’s all part of the retailer’s drive to integrate new and innovative brands into Myer merchandise selections. Brand association with Tesla is part of the company’s “New Myer” marketing strategy.

The images and symbols that come to mind when thinking about the Tesla brand have related, perceived qualities that translate to the known Myer name. That kind of acquaintance and differentiation just isn’t replicable from within the Myer line of products or even outside Myer to another carmaker. And it may help the retailer to reinvent itself and attract back customers who have not visited a Myer store for some time.

Myer will host a launch event scheduled for tomorrow evening where models will arrive in the underground car park of Melbourne University in Tesla Model X vehicles. The launch will also be broadcast live on Periscope, allowing people at home to have a 360-degree view of the showcase.

Tesla has special implicit and explicit meanings to which a consumer relates. At least that’s the conceptual framework that Mike Scott, head of Myer brand and marketing, has in mind. Scott joined the company in June 2016 after jobs with Virgin Australia, Nike, and McDonald’s. Scott said he is confident that the open-ended deal between Myer and Tesla will succeed. “We want to disrupt;, we want to innovate. We need to act like a contemporary brand.” The Tesla brand will offer that allure. Myer has introduced 850 or so new brands in the past 18 months, but none have quite the panache of Tesla.

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Scott acknowledged that a “magnetic brand” like Tesla offers Myer a kind of halo effect, a mirror reflection, from customers who recognize and respect the Tesla product class. Through working with a disruptor like Tesla, Myer will be able to offer visitors a “what they want, when they want it” customer experience, added Myer chief executive Richard Umbers.

Tesla, too, will benefit from having access to a customer base that may not ordinarily visit a Tesla showroom. And although this is Tesla’s first official entrance into the Australian department store world, it isn’t the company’s first partnership with a large retail chain. Last June, the Silicon Valley electric carmaker announced a partnership with Nordstrom that allowed interested parties to test drive vehicles and speak with Tesla employees, directly from a showroom gallery set up within the company’s upscale retail store.

Brand association trend is all part of competing on a global stage, according to Scott. “Technology has shortened the supply chain, so we’re competing with the biggest and best.”

According to a report from the Sydney Morning Herald, the deal between Myer and Tesla is set as “open-ended”. We’ve reached out to Tesla for confirmation on the relationship, and will report back with updates.

Updated: A Tesla spokesperson has confirmed with Teslarati that plans for a retail pop up store in Myer is underway.

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Carolyn Fortuna is a writer and researcher with a Ph.D. in education from the University of Rhode Island. She brings a social justice perspective to environmental issues. Please follow me on Twitter and Facebook and Google+

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Elon Musk’s Grok AI to be used in U.S. War Department’s bespoke AI platform

The partnership aims to provide advanced capabilities to 3 million military and civilian personnel.

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Credit: xAI

The U.S. Department of War announced Monday an agreement with Elon Musk’s xAI to embed the company’s frontier artificial intelligence systems, powered by the Grok family of models, into the department’s bespoke AI platform GenAI.mil. 

The partnership aims to provide advanced capabilities to 3 million military and civilian personnel, with initial deployment targeted for early 2026 at Impact Level 5 (IL5) for secure handling of Controlled Unclassified Information.

xAI Integration

As noted by the War Department’s press release, GenAI.mil, its bespoke AI platform, will gain xAI for the Government’s suite of tools, which enable real-time global insights from the X platform for “decisive information advantage.” The rollout builds on xAI’s July launch of products for U.S. government customers, including federal, state, local, and national security use cases.

“Targeted for initial deployment in early 2026, this integration will allow all military and civilian personnel to use xAI’s capabilities at Impact Level 5 (IL5), enabling the secure handling of Controlled Unclassified Information (CUI) in daily workflows. Users will also gain access to real‑time global insights from the X platform, providing War Department personnel with a decisive information advantage,” the Department of War wrote in a press release. 

Strategic advantages

The deal marks another step in the Department of War’s efforts to use cutting-edge AI in its operations. xAI, for its part, highlighted that its tools can support administrative tasks at the federal, state and local levels, as well as “critical mission use cases” at the front line of military operations.

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“The War Department will continue scaling an AI ecosystem built for speed, security, and decision superiority. Newly IL5-certified capabilities will empower every aspect of the Department’s workforce, turning AI into a daily operational asset. This announcement marks another milestone in America’s AI revolution, and the War Department is driving that momentum forward,” the War Department noted.

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Tesla FSD (Supervised) v14.2.2 starts rolling out

The update focuses on smoother real-world performance, better obstacle awareness, and precise end-of-trip routing, among other improvements.

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Credit: Grok Imagine

Tesla has started rolling out Full Self-Driving (Supervised) v14.2.2, bringing further refinements to its most advanced driver-assist system. The new FSD update focuses on smoother real-world performance, better obstacle awareness, and precise end-of-trip routing, among other improvements.

Key FSD v14.2.2 improvements

As noted by Not a Tesla App, FSD v14.2.2 upgrades the vision encoder neural network with higher resolution features, enhancing detection of emergency vehicles, road obstacles, and human gestures. New Arrival Options let users select preferred drop-off styles, such as Parking Lot, Street, Driveway, Parking Garage, or Curbside, with the navigation pin automatically adjusting to the user’s ideal spot for precision.

Other additions include pulling over for emergency vehicles, real-time vision-based detours for blocked roads, improved gate and debris handling, and extreme Speed Profiles for customized driving styles. Reliability gains cover fault recovery, residue alerts on the windshield, and automatic narrow-field camera washing for new 2026 Model Y units.

FSD v14.2.2 also boosts unprotected turns, lane changes, cut-ins, and school bus scenarios, among other things. Tesla also noted that users’ FSD statistics will be saved under Controls > Autopilot, which should help drivers easily view how much they are using FSD in their daily drives.  

Key FSD v14.2.2 release notes

Full Self-Driving (Supervised) v14.2.2 includes:

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  • Upgraded the neural network vision encoder, leveraging higher resolution features to further improve scenarios like handling emergency vehicles, obstacles on the road, and human gestures.
  • Added Arrival Options for you to select where FSD should park: in a Parking Lot, on the Street, in a Driveway, in a Parking Garage, or at the Curbside.
  • Added handling to pull over or yield for emergency vehicles (e.g. police cars, fire trucks, ambulances).
  • Added navigation and routing into the vision-based neural network for real-time handling of blocked roads and detours.
  • Added additional Speed Profile to further customize driving style preference.
  • Improved handling for static and dynamic gates.
  • Improved offsetting for road debris (e.g. tires, tree branches, boxes).
  • Improve handling of several scenarios, including unprotected turns, lane changes, vehicle cut-ins, and school buses.
  • Improved FSD’s ability to manage system faults and recover smoothly from degraded operation for enhanced reliability.
  • Added alerting for residue build-up on interior windshield that may impact front camera visibility. If affected, visit Service for cleaning!
  • Added automatic narrow field washing to provide rapid and efficient front camera self-cleaning, and optimize aerodynamics wash at higher vehicle speed.
  • Camera visibility can lead to increased attention monitoring sensitivity. 

Upcoming Improvements:

  • Overall smoothness and sentience.
  • Parking spot selection and parking quality.
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Tesla is not sparing any expense in ensuring the Cybercab is safe

Images shared by the longtime watcher showed 16 Cybercab prototypes parked near Giga Texas’ dedicated crash test facility.

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Credit: @JoeTegtmeyer/X

The Tesla Cybercab could very well be the safest taxi on the road when it is released and deployed for public use. This was, at least, hinted at by the intensive safety tests that Tesla seems to be putting the autonomous two-seater through at its Giga Texas crash test facility. 

Intensive crash tests

As per recent images from longtime Giga Texas watcher and drone operator Joe Tegtmeyer, Tesla seems to be very busy crash testing Cybercab units. Images shared by the longtime watcher showed 16 Cybercab prototypes parked near Giga Texas’ dedicated crash test facility just before the holidays. 

Tegtmeyer’s aerial photos showed the prototypes clustered outside the factory’s testing building. Some uncovered Cybercabs showed notable damage and one even had its airbags engaged. With Cybercab production expected to start in about 130 days, it appears that Tesla is very busy ensuring that its autonomous two-seater ends up becoming the safest taxi on public roads. 

Prioritizing safety

With no human driver controls, the Cybercab demands exceptional active and passive safety systems to protect occupants in any scenario. Considering Tesla’s reputation, it is then understandable that the company seems to be sparing no expense in ensuring that the Cybercab is as safe as possible.

Tesla’s focus on safety was recently highlighted when the Cybertruck achieved a Top Safety Pick+ rating from the Insurance Institute for Highway Safety (IIHS). This was a notable victory for the Cybertruck as critics have long claimed that the vehicle will be one of, if not the, most unsafe truck on the road due to its appearance. The vehicle’s Top Safety Pick+ rating, if any, simply proved that Tesla never neglects to make its cars as safe as possible, and that definitely includes the Cybercab.

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