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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

Elon Musk confirms Tesla AI6 chip is Project Dojo’s successor

Tesla’s AI5 and AI6 chips are expected to be rolled out to the company’s consumer products.

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tesla-supercomputer-pre-dojo
Credit: Tim Zaman/Twitter

Earlier this week, reports emerged stating that Tesla has stepped back from its Project Dojo initiative. While the reports were initially framed as a negative development for the electric vehicle maker’s autonomous driving efforts, CEO Elon Musk later noted on X that Tesla was indeed halting its Dojo initiative.

Elon Musk’s Confirmation

As per Musk, Tesla was shuttering Project Dojo because it does not make sense for the company to divide its resources and scale two different AI chip designs. Dojo, after all, is designed to train the company’s autonomous driving program, and thus, it would not be rolled out to Tesla’s consumer products.

In a series of posts on X, Musk stated that it would make sense to just use Tesla’s AI5/AI6 to train its FSD and Autopilot systems. “In a supercomputer cluster, it would make sense to put many AI5/AI6 chips on a board, whether for inference or training, simply to reduce network cabling complexity & cost by a few orders of magnitude,” Musk said.

Tesla’s AI5 and AI6 chips are expected to be rolled out to the company’s consumer products, from Optimus to the Cybercab to the next-generation Roadster.

AI6 is Dojo’s Successor

What was particularly interesting about Musk’s comment was his mention of using AI5/AI6 chips for training. As per Musk, this strategy could be seen as “Dojo 3” in a way, since the performance of Tesla’s AI5 and AI6 chips is already notable. Musk’s comment about using AI6 chips for training caught the eye of many, including Apple and Rivian alumnus Phil Beisel, who noted that “AI6 is now Dojo.”

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“Dojo is Tesla’s AI training supercomputer, built around a custom chip known as the D1. The D1 and AI5/AI6 share many core design elements, particularly the math operations used in neural networks (e.g., matrix multiplication) and highly parallel processing.

“Dojo had a unique feature: chips arranged in a 5×5 grid using a system-on-wafer design, with etched interconnects enabling high-speed data transfer. In a sense, Dojo will live on as the generalized AI6. Going forward, all efforts will focus on AI6,” the tech veteran wrote in a post on X.

Elon Musk confirmed the Apple alumnus’ musings, with the CEO responding with a “bullseye” emoji. Musk is evidently excited for Tesla’s AI6 chip, which is expected to produced by Samsung’s upcoming Texas fabrication facility. In a post on X, Musk stated that he would personally be walking Samsung’s line to accelerate the output of Tesla’s AI6 computers.

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Cybertruck

Tesla’s new upgrade makes the Cybertruck extra-terrestrial

The upgrade was announced by the electric vehicle maker on social media platform X.

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Credit: Tesla

It took a while, but the Tesla Cybertruck’s rock sliders and battery armor upgrades have finally arrived. The upgrade was announced by the electric vehicle maker on social media platform X, to much appreciation from Cybertruck owners.

Tesla Releases Cybertruck Armor Package

As could be seen in Tesla’s official Shop, the Cybertruck Terrestrial Armor Package is available only for Foundation Series units for now, though non-Foundation Series vehicles should have access to the upgrade around September 2025. Price-wise, the armor package is quite reasonable at $3,500.

For that price, Cybertruck owners would be able to acquire enhanced rock sliders and an underbody battery shield that should allow the all-electric pickup truck to go through harsh terrain without any issues. Each purchase of the Terrestrial Armor Package includes 1 Underbody shield, 1 Left side structural rocker, and 1 Right side structural rocker.

Most importantly, the Armor Package’s price includes shipment to the customer’s preferred Tesla Service Center and installation.

Extra-Terrestrial

Tesla describes its Cybertruck Armor Package as follows: “Get extra-terrestrial. The Cybertruck Terrestrial Armor Package includes enhanced rock sliders and an underbody battery shield to provide greater protection from rocks and debris when off-roading on tough terrain. The rock sliders are constructed from coated steel and the underbody battery shield is constructed from aluminum for greater protection against scraping.”

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Initial impressions from a Cybertruck owner who was fortunate enough to test the Armor Package in real-world off-road conditions have been positive. The item’s pricing also seems to be quite appreciated by Cybertruck owners in forums such as the Cybertruck Owners Club, with some members stating that they would be acquiring the package for their own all-electric pickup trucks.

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Tesla Model Y L reportedly entered mass production in Giga Shanghai

The vehicle is expected to be a larger version of the best-selling Model Y crossover.

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Credit: Tesla Asia/X

Reports from industry watchers in China have suggested that the Tesla Model Y L has started mass production at Gigafactory Shanghai. The vehicle is expected to be a larger version of the best-selling Model Y crossover, offering three rows and six seats thanks to a longer wheelbase.

Tesla Model Y L Production Rumors

Reports about the new Model Y variant’s alleged milestone were initially shared on Weibo, with some industry watchers stating that the vehicle has already started mass production. Tesla China is reportedly surveying which of its domestic stores would have the first display units of the six-seat Model Y. 

The Model Y L’s steady march towards production was evident this past week, with recent reports indicating that the vehicle’s key specs have already been listed in the China Ministry of Industry and Information Technology’s (MIIT) latest batch of new energy vehicle models that are eligible for vehicle purchase tax exemptions.

As per the MIIT’s list, the Model Y L will be a dual motor vehicle that is equipped with an 82.0-kWh lithium-ion battery from LG Energy Solution. The vehicle will feature six seats with two captain seats on the second row, as well as a CLTC range of 751 km. 

Tesla Model Y L Potential

The potential of the Model Y L is vast, considering that it is produced in the existing Model Y lines of Tesla’s factories. This should slash new vehicle tooling costs and potential ramp-up issues. Three-row SUVs also command a pretty notable market that has mostly only been accessed by the more expensive Model X. With the Model Y L’s lower price, Tesla could become more competitive in the three-row SUV segment.

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As noted by longtime Tesla owner and investor @_SFTahoe, the Model Y L could also become a more premium option for the company’s Robotaxi business, thanks to its second row captain seats and spacious interior. The expansion of Model Y L Robotaxis should also be impressive considering Tesla’s mastery of mass manufacturing techniques. 

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