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Tesla will launch pop up showroom inside Australia’s largest retailer
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.
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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Tesla targets production increase at Giga Berlin in 2026
Plant manager André Thierig confirmed the facility’s stable outlook to the DPA, noting that Giga Berlin implemented no layoffs or shutdowns amid challenging market conditions.
Tesla is looking positively toward 2026 with plans for further growth at its Grünheide factory in Germany, following steady quarterly increases throughout 2025.
Plant manager André Thierig confirmed the facility’s stable outlook to the Deutsche Presse-Agentur (DPA), noting that Giga Berlin implemented no layoffs or shutdowns despite challenging market conditions.
Giga Berlin’s steady progress
Thierig stated that Giga Berlin’s production actually rose in every quarter of 2025 as planned, stating: “This gives us a positive outlook for the new year, and we expect further growth.” The factory currently supplies over 30 markets, with Canada recently being added due to cost advantages.
Giga Berlin’s expansion is still underway, with the first partial approval for capacity growth being secured. Preparations for a second partial approval are underway, though the implementation of more production capacity would still depend on decisions from Tesla’s US leadership.
Over the year, updates to Giga Berlin’s infrastructure were also initiated. These include the relocation of the Fangschleuse train station and the construction of a new road. Tesla is also planning to start battery cell production in Germany starting 2027, targeting up to 8 GWh annually.
Resilience amid market challenges
Despite a 48% drop in German registrations, Tesla maintained Giga Berlin’s stability. Thierig highlighted this, stating that “We were able to secure jobs here and were never affected by production shutdowns or job cuts like other industrial sites in Germany.”
Thierig also spoke positively towards the German government’s plans to support households, especially those with low and middle incomes, in the purchase and leasing of electric vehicles this 2026. “In our opinion, it is important that the announcement is implemented very quickly so that consumers really know exactly what is coming and when,” the Giga Berlin manager noted.
Giga Berlin currently employs around 11,000 workers, and it produces about 5,000 Model Y vehicles per week, as noted in an Ecomento report. The facility produces the Model Y Premium variants, the Model Y Standard, and the Model Y Performance.
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Tesla revamped Semi spotted, insane 1.2 MW charging video releases
These developments highlight Tesla’s ongoing refinements to the vehicle’s design and infrastructure.
Tesla is gearing up for high-volume Semi production in 2026, with the Class 8 all-electric truck’s revamped variant being spotted in the wild recently. Official footage from Tesla also showed the Semi achieving an impressive 1.2 MW charging rate on a charger.
These developments highlight Tesla’s ongoing refinements to the vehicle’s design and infrastructure.
Revamped Tesla Semi sighting
Tesla Semi advocate @HinrichsZane, who has been chronicling the progress of the vehicle’s Nevada factory, recently captured exclusive drone footage of the refreshed Class 8 truck at a Megacharger stall near Giga Nevada. The white unit features a full-width front light bar similar to the Model Y and the Cybercab, shorter side windows, a cleared fairing area likely for an additional camera, and diamond plate traction strips on the steps.
Overall, the revamped Semi looks ready for production and release. The sighting marks one of the first real-life views of the Class 8 all-electric truck’s updated design, with most improvements, such as potential 4680 cells and enhanced internals, being hidden from view.
1.2 MW charging speed and a new connector
The official Tesla Semi account on X also shared an official video of Tesla engineers hitting 1.2 MW sustained charging on a Megacharger, demonstrating the vehicle’s capability for extremely rapid charging. Tesla Semi program lead Dan Priestley confirmed in a later post on X that the test occurred at a dedicated site, noting that chargers at the Semi factory in Nevada are also 1.2 MW capable.
The short video featured a revamped design for the Semi’s charging port, which seems more sleek and akin to the NACS port found in Tesla’s other vehicles. It also showed the Tesla engineers cheering as the vehicle achieved 1.2 MW during its charging session. Dan Priestley explained the Semi’s updated charging plug in a post on X.
“The connector on the prior Semi was an early version (v2.4) of MCS. Not ‘proprietary’ as anyone could have used it. We couldn’t wait for final design to have >1MW capability, so we ran with what had been developed thus far. New Semi has latest MCS that is set to be standard,” the executive wrote in a post on X.
Check out the Tesla Semi’s sighting at the Nevada factory in the video below.
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Tesla FSD successfully completes full coast-to-coast drive with zero interventions
Tesla community members celebrated the milestone on X, and the feat earned praise from some of the electric vehicle maker’s executives.
A Tesla owner has successfully completed a full coast-to-coast drive across the United States on Full Self-Driving (FSD) Supervised. The trip was accomplished with zero interventions.
Tesla community members celebrated the milestone on X, and the feat earned praise from some of the electric vehicle maker’s executives.
FSD Coast-to-Coast
The coast-to-coast feat was accomplished by Tesla owner Davis Moss, who drives a stealth gray Model 3 with AI4 hardware. Based on data from the FSD database and a community tracker, the last 10,638.8 miles Moss drove in his Model 3 were completed using FSD 100% of the time. His vehicle is equipped with FSD v14.2.1.25, which was installed 12 days ago.
As per Moss in a celebratory post on X, his Model 3 was able to complete a full coast-to-coast drive across the United States in 2 days and 20 hours. His trip started at the Tesla Diner in Los Angeles, CA, and it ended in Myrtle Beach, SC. Overall, his trip spanned 2,732.4 miles.
“This was accomplished with Tesla FSD V14.2 with absolutely 0 disengagements of any kind even for all parking including at Tesla Superchargers,” Moss stated in his post. He also added in later comments that there were zero close calls during the trip.
Tesla community celebrates
The FSD milestone trip was widely lauded by members of the Tesla community, especially since a coast-to-coast drive with zero interventions has been cited by Elon Musk as a target since October 2016, when Autopilot 2.0 was unveiled. At the time, Musk initially estimated that a coast-to-coast drive across the United States should be possible by the end of 2017. Considering Moss’ feat in his Model 3, it appears that Elon Musk’s estimate was not impossible at all. It was just late.
Musk himself celebrated the milestone on X, and so did Tesla VP of AI Software Ashok Elluswamy, who wrote “World’s first fully autonomous coast-to-coast drive, done with Tesla self-driving v14. Congrats and thank you @DavidMoss!” in a post on X. The official Tesla North America account also celebrated the feat, writing “First Tesla to drive itself from coast to coast w/ FSD Supervised. 0 interventions, all FSD” on X.
Tesla targets production increase at Giga Berlin in 2026
Tesla revamped Semi spotted, insane 1.2 MW charging video releases
