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Tesla’s QR code-based touchless test drive is the perfect EV marketing tool
Tesla has grown over its relatively short tenure as a carmaker, with the company producing well over a million vehicles since the days of the original Roadster. The electric car maker was able to accomplish this mostly through word of mouth, as the company and executives like CEO Elon Musk have adopted a strategy that focuses on the power of word-of-mouth, not traditional advertisements. Even today, Tesla’s ad spending remains negligible, unlike other automakers like GM and Ford.
This system has allowed Tesla to be quite creative with its marketing strategies, with novel initiatives such as referral programs and touchless test drives being used to incentivize potential customers to try out the company’s offerings. And based on insights from a Tesla owner-enthusiast, the company may have found another strong marketing tool for its vehicles, and it is something that could work very well despite the pandemic.
Tesla Model S owner Eli Burton was fortunate enough to try out a new touchless test drive process that the electric car maker has started to implement in key locations in California. The new system requires interested individuals to simply scan a QR code and fill up a short form to request a test drive in real-time. Once the test drive request is approved, Tesla would remotely unlock the vehicle and activate its remote driving feature, which would allow test drive participants to use the electric car for 30 minutes without a key fob or phone key.
A look at the test drive vehicle’s interior shows that Tesla is focused on keeping its potential customers as safe as possible. As could be seen in Burton’s video, sanitizing wipes are available in the car so that its surfaces could be cleaned prior to its use. The car even includes an N95 mask that customers could use for added protection. These little details give the impression that the company is intent on keeping its potential customers as safe as possible during these times, which is something that would likely be appreciated by those participating in the program. Tesla’s new touchless test drives could very well be the perfect marketing tool during the pandemic. The Model Y that Burton test drove, for example, was located in a parking lot about 60 miles from a Tesla store, where test drives are usually done.
It is said that one of the best ways to sell a Tesla is to get someone to experience one for themselves. Thus, it has been an established point in the EV community that test drives are one of the company’s most effective marketing tools. With its new QR code-powered touchless process, Tesla could expand its test drive program at a rate that’s far quicker than before. It could also allow Tesla to offer test drives in areas that have not been reached by the company in the past. Overall, the new touchless test drives, provided that they do get ramped to other locations, could prove to be a huge benefit for Tesla.
Watch how Tesla’s new QR code-powered touchless test drive system in the video below.
Elon Musk
Tesla reveals major info about the Semi as it heads toward ‘mass production’
Some information, like trim levels and their specs were not revealed by Tesla, but now that the Semi is headed toward mass production this year, the company finally revealed those specifics.
Tesla has revealed some major information about the all-electric Semi as it heads toward “mass production,” according to CEO Elon Musk.
The Semi has been working toward a wider production phase after several years of development, pilot programs, and the construction of a dedicated production facility that is specifically catered to the manufacturing of the vehicle.
However, some information, like trim levels and their specs were not revealed by Tesla, but now that the Semi is headed toward mass production this year, the company finally revealed those specifics.
Tesla Semi undergoes major redesign as dedicated factory preps for deliveries
Tesla plans to build a Standard Range and Long Range Trim level of the Semi, and while the range is noted in the company’s newly-released spec list, there is no indication of what battery size will be equipped by them. However, there is a notable weight difference between the two of roughly 3,000 lbs, and the Long Range configuration has a lightning-fast peak charging speed of 1.2 MW.
This information is not available for the Standard Range quite yet.
The spec list is as follows:
- Standard Range:
- 325 miles of range (at 82,000 lbs gross combination weight
- Curb Weight: <20,000
- Energy Consumption: 1.7 kWh per mile
- Powertrain: 3 independent motors on rear axles
- Charging: Up to 60% of range in 30 minutes
- Charge Type: MCS 3.2
- Drive Power: Up to 800 kW
- ePTO (Electric Power Take Off): Up to 25 kW
- Long Range:
- Range: 500 miles (at 82,000 lbs gross combination weight)
- Curb Weight: 23,000 lbs
- Energy Consumption: 1.7 kWh per mile
- Powertrain: 3 independent motors on rear axles
- Charging: Up to 60% of range in 30 minutes
- Charge Type: MCS 3.2
- Peak charging speed: 1.2MW (1,200kW)
- Drive Power: Up to 800 kW
- ePTO (Electric Power Take Off): Up to 25 kW
It is important to keep in mind that the Semi is currently spec’d for local runs, and Tesla has not yet released or developed a sleeper cabin that would be more suitable for longer trips, cross-country hauls, and overnight travel.
Tesla Semi sleeper section and large side storage teased in new video
Instead, the vehicle will be initially used for regional deliveries, as it has in the pilot programs for Pepsi Co. and Frito-Lay for the past several years.
It will enter mass production this year, Musk confirmed on X over the weekend.
Now that the company’s dedicated Semi production facility in Sparks, Nevada, is standing, the timeline seems much more realistic as the vehicle has had its mass manufacturing date adjusted on several occasions.
Ferrari, the Italian supercar maker, has revealed the name, interior, and interface design of its first-ever electric vehicle project, the Luce, initiating a new chapter in the rich history of the company’s automotive books.
This is the first time Ferrari has revealed such intimate details regarding its introductory EV offering, which has been in the realm of possibility for several years.
As more companies continue to take on EV projects, and some recede from them, supercar companies like Ferrari and Lamborghini are preparing to offer electric powertrains, offering super-fast performance and a new era of speed and acceleration.
Luce – a New Chapter in Ferrari
The company said that the name Luce is “more than a name. It is a vision.” Instead of looking at its first EV offering as a means to enter a new era of design, engineering, and imagination. The company did not want to compromise any of its reputation, high standards, or performance with this new project. It sees it as simply a page turn, and not the closing of a book:
“This new naming strategy reflects how the Ferrari Luce marks a significant addition to the Prancing Horse’s line-up, embodying the seamless expression of tradition and innovation. With its cutting-edge technology, unique design, and best-in-class driving thrills, it unites Ferrari’s racing heritage, the timeless spirit of its sports cars, and the evolving reality of contemporary lifestyles. It testifies to Ferrari’s determination to go beyond expectations: to imagine the future, and to dare. Because leading means illuminating the path ahead – and Luce embodies that mindset.”
Ferrari Luce Design
Ferrari collaborated with LoveFrom, a creative collective founded by Sir Jony Ive and Marc Newson. The pair has been working with Ferrari for five years on the Luce design; everything from materials, ergonomics, interface, and user experience has been designed by the two entities.
The big focus with the interior was to offer “a first, tangible insight into the design philosophy…where innovation meets craftsmanship and cutting-edge design. The team focused on perfecting and refining every solution to its purest form — not to reinvent what already works, but to create a new, carefully considered expression of Ferrari.”
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The company also said:
“Ultimately, the design of the Ferrari Luce’s interior is a synthesis of meticulous craftsmanship, respect for tradition, and thoughtful innovation. It offers a new choice for Ferrari enthusiasts – one that honours the past while embracing the future, and exemplifies the brand’s enduring commitment to quality, performance, and cultural significance.”
The appearance of the elements that make up the interior are both an ode to past designs, like the steering wheel, which is a reinterpretation of the iconic 1950s and 1960s wooden three-spoke Nardi wheel, and fresh, new designs, which aim to show the innovation Ferrari is adopting with this new project.
Interior Highlights
Steering Wheel
The Ferrari Luce is a shout-out to the Nardi wheel from the 1950s and 60s. It is constructed of 100% recycled aluminum, and the alloy was developed specifically for the vehicle to “ensure mechanical resistance and a superb surface quality for the anodisation process.”
It weighs 400 grams less than a standard Ferrari steering wheel:
Credit: Ferrari
It features two analogue control modules, ensuring both functionality and clarity, Ferrari said. The carmaker drew inspiration from Formula One single-seaters, and every button has been developed to provide “the most harmonious combination of mechanical and acoustic feedback based on more than 20 evaluation tests with Ferrari test drivers.”
Instrument Cluster and Displays
There are three displays in the Luce — a driver binnacle, control panel, and rear control panel, which have all been “meticulously designed for clarity and purpose.”
The binnacle moves with the steering wheel and is optimized for the driver’s view of the instrumentation and supporting driver performance.
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- Credit: Ferrari
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- Credit: Ferrari
Displays are crafted by Samsung and were specifically designed for the car, using a “world first – three large cutouts strategically reveal the information generated by a second display behind the top panel, creating a fascinating visual depth that captures the eye.”
Samsung Display engineers created an ultra-light, ultra-thin OLED panel for the vehicle.
Credit: Ferrari
Pricing is still what remains a mystery within the Luce project. Past reports have speculated that the price could be at least €500,000, or $535,000.
Elon Musk
Elon Musk pivots SpaceX plans to Moon base before Mars
The shift, Musk explained, is driven by launch cadence and the urgency of securing humanity’s long-term survival beyond Earth, among others.
Elon Musk has clarified that SpaceX is prioritizing the Moon over Mars as the fastest path to establishing a self-growing off-world civilization.
The shift, Musk explained, is driven by launch cadence and the urgency of securing humanity’s long-term survival beyond Earth, among others.
Why the Moon is now SpaceX’s priority
In a series of posts on X, Elon Musk stated that SpaceX is focusing on building a self-growing city on the Moon because it can be achieved significantly faster than a comparable settlement on Mars. As per Musk, a Moon city could possibly be completed in under 10 years, while a similar settlement on Mars would likely require more than 20.
“For those unaware, SpaceX has already shifted focus to building a self-growing city on the Moon, as we can potentially achieve that in less than 10 years, whereas Mars would take 20+ years. The mission of SpaceX remains the same: extend consciousness and life as we know it to the stars,” Musk wrote in a post on X.
Musk highlighted that launch windows to Mars only open roughly every 26 months, with a six-month transit time, whereas missions to the Moon can launch approximately every 10 days and arrive in about two days. That difference, Musk stated, allows SpaceX to iterate far more rapidly on infrastructure, logistics, and survival systems.
“The critical path to a self-growing Moon city is faster,” Musk noted in a follow-up post.
Mars still matters, but runs in parallel
Despite the pivot to the Moon, Musk stressed that SpaceX has not abandoned Mars. Instead, Mars development is expected to begin in about five to seven years and proceed alongside the company’s lunar efforts.
Musk explained that SpaceX would continue launching directly from Earth to Mars when possible, rather than routing missions through the Moon, citing limited fuel availability on the lunar surface. The Moon’s role, he stated, is not as a staging point for Mars, but as the fastest achievable location for a self-sustaining off-world civilization.
“The Moon would establish a foothold beyond Earth quickly, to protect life against risk of a natural or manmade disaster on Earth,” Musk wrote.
Tesla reveals major info about the Semi as it heads toward ‘mass production’
Ferrari Luce EV: Italian supercar maker reveals interior and interface design
