Since Tesla delivered the first units of its all-electric Semi to Frito-Lay facilities in Modesto, California, in December 2022, any instance of one breaking down on the side of the road has been photographed and highly publicized. However, Teslarati has been told that at least some of the “breakdowns” are caused by a glitch within a software switch, and drivers are pulling over voluntarily as a precaution because the dash screens will flicker and sometimes shut off.
Since December, there have been at least eight instances of Tesla Semi vehicles breaking down. Some attributed it to a loss of range from carrying a load of products, as weight and hauling affect how far an EV can go.
Others suspected it was a mechanical issue, as the Semi is still a relatively young product that has been in development for some time but has only been used in real-world applications by a company that is not Tesla for a few months.
Tesla Semi developers reflect on first deliveries: ‘Out the door. For the world.’
While these are a possibility, they would be expected. Vehicles break down all the time for various reasons, including mechanical failures, and people often run out of gas in combustion engine vehicles and/or range in EVs.
Tesla Semi drivers are experiencing dash issues
At least some of the Semi breakdowns can be attributed to a glitch with a software switch, Teslarati has learned. How many of the breakdowns can be attributed to this issue is unknown, but more than one has been described as having this problem.
According to a source close to the operation in Modesto, drivers are pulling over their Semis as a precaution, as the glitch is causing the dash screens and lights on those screens to flicker and sometimes shut off. “They don’t know what to do,” said the person who did not want to be identified. “So they just pull over, and then they are towed.”
Drivers and others involved in the logistics portion of the operation at Frito-Lay that use the Tesla Semi have stated that the screens will not operate properly. Drivers are pulling over as the screens hold valuable information, such as speed, range, camera views surrounding the truck, suspension information, trailer hitch controls, and more.
Tesla Semi interior (Credit: Tesla)
Without the screens being operational, drivers run into issues that can affect how their jobs are performed, including important safety metrics like speed.
The vehicles are then towed to what we were told is a “secret location” in Lathrop, California, for inspection and repair.
A tow truck driver that has been responsible for transporting the Semis to Lathrop said they had towed at least four units to that location thus far.
Why This Isn’t So Bad
The Semi has only been in Frito-Lay’s hands for about four months, and it is an extremely early project that is still a very limited operation. Frito-Lay expects to have only fifteen Tesla Semis in Modesto this year, so the vehicle is not taking over the entire fleet. In fact, Frito-Lay has adopted various sustainable technologies from several companies to make the Modesto plant more environmentally friendly.
The issues, if completely software-related, can be fixed by Tesla engineers. While the Semi is much different than its passenger vehicles, Tesla has a reputation for having some of the best software in the EV industry. There would likely be much more concern if these breakdowns could be attributed to a part failure or range depletion.
Tesla already displayed the Semi’s capabilities with a full load during the unveiling event in December, showing the all-electric class 8 truck traveling 500 miles on a single charge. We were not told about or made aware of any hardware failures or breakdowns that were caused by parts failures.
Tesla Semi completes 500-mile journey weighing in at 81,000 pounds
The problems with the Semi are likely expected by both Tesla and Frito-Lay as it is still an early-stage vehicle that is being rolled out in a very limited fashion.
Frito-Lay/PepsiCo. did not immediately respond to our request for comment.
What’s Next
Tesla is still moving forward with its plans to expand Semi production in Nevada, as earlier this year, it announced it would build a $3.5 billion expansion to Giga Nevada.
As for Frito-Lay and PepsiCo’s facility in Modesto, there is no indication that they will let a few early issues with the Semi ruin their fleet. In fact, the facility is set to have Megachargers installed at its plant in Fresno, California.
As far as we know, the Semi is still operating daily. Yesterday, it was spotted in Sacramento.
The big picture is that vehicles break down, and new vehicles sometimes have issues that need to be ironed out. It doesn’t mean the project is a failure or that the Semi is doomed to be a dud. It’s the growing pains of the Semi operation.
Disclosure: Joey Klender is a TSLA Shareholder.
I’d love to hear from you! If you have any comments, concerns, or questions, please email me at joey@teslarati.com. You can also reach me on Twitter @KlenderJoey, or if you have news tips, you can email us at tips@teslarati.com.
Elon Musk
Tesla is ramping up its advertising strategy on social media
Tesla has long stood out in the automotive world for its unconventional approach to advertising—or, more accurately, its near-total avoidance of it. For over a decade, the company spent virtually nothing on traditional marketing.
Tesla seems to be ramping up its advertising strategy on social media once again. Marketing and advertising have not been a major focus of Tesla’s, something that has brought some criticism to the company from its fans.
However, the company looks to be making adjustments to that narrative, as it has at times in the past, as ads were spotted on several different platforms over the past few days.
On Facebook and YouTube, ads were spotted that were evidently placed by Tesla. On Facebook, Tesla was advertising Full Self-Driving, and on YouTube, an ad for its Energy Division was spotted:
Tesla also threw up some ads on YouTube for Energy https://t.co/19DGQMjBsA pic.twitter.com/XQRfgaDKxY
— TESLARATI (@Teslarati) March 9, 2026
Tesla has long stood out in the automotive world for its unconventional approach to advertising—or, more accurately, its near-total avoidance of it. For over a decade, the company spent virtually nothing on traditional marketing.
In 2022, Tesla’s U.S. ad spend was roughly $152,000, a rounding error compared to General Motors’ $3.6 billion the following year.
Traditional automakers averaged about $495 per vehicle on ads; Tesla spent $0. CEOElon Musk’s stance was explicit: “Tesla does not advertise or pay for endorsements,” he posted on X in 2019. “Instead, we use that money to make the product great.”
The strategy relied on word-of-mouth from delighted owners, Elon’s massive X following, viral product launches, media frenzy, and customer referrals. A great product, Musk argued, sells itself. It does not need Super Bowl spots or billboards. Resources poured into R&D instead, with Tesla investing nearly $3,000 per car, far more than rivals.
Tesla counters jab at lack of advertising with perfect response
This reluctance wasn’t arrogance; it was philosophy, and Musk made it clear that the money was better spent on the product. Heavy spending on ads was seen as wasteful when innovation and authenticity drove organic demand. Shareholder calls for marketing budgets were ignored.
The current shift, paid Facebook ads promoting Full Self-Driving (Supervised) and YouTube Shorts offering up to $1,000 back on Powerwall batteries, marks a pragmatic evolution.
These targeted campaigns coincide with the end of one-time FSD purchases and a March 31 deadline for FSD transfer eligibility on new vehicles.
This move likely signals Tesla adapting to scale, as well as a more concerted effort to stop misinformation regarding its platform. As EV competition intensifies and the company bets big on robotaxis and energy storage, pure organic buzz may not suffice to hit adoption targets. Selective digital ads allow precise, cost-effective reach without abandoning core principles.
If successful, it could foreshadow measured expansion into marketing, boosting high-margin software and home energy revenue while preserving Tesla’s innovative edge. But, it’s nice to see the strategy return, especially as Tesla has been reluctant to change its mind in the past.
News
Tesla Model Y outsells everything in three states, but Ford dominates
The Model Y’s success here highlights accelerating mainstream adoption of electric SUVs, which offer spacious interiors, impressive range, rapid acceleration, and low operating costs.
The Tesla Model Y was the best-selling vehicle in three different states in the U.S. last year, according to new data that shows the all-electric crossover outsold every other car in a few places. However, Ford widely dominated the sales figures with its popular F-Series of pickups.
According to new vehicle registration data compiled by Edmunds and visualized by Visual Capitalist, the Ford F-Series, encompassing models like the F-150, F-250, F-350, and F-450, claimed the title of best-selling vehicle in 29 states.
This dominance underscores the pickup truck’s unbreakable appeal across much of the country, particularly in rural, Midwestern, Southern, and Western states, where towing capacity, durability, and utility for work or recreation remain top priorities.
The Tesla Model Y is the best-selling vehicle in California, Washington, and Nevada
How many states will it dominate next year? https://t.co/ERyoyce42D
— TESLARATI (@Teslarati) March 9, 2026
The F-Series has held the crown as America’s overall best-selling vehicle for decades, a streak that continued strong into 2025 despite broader market shifts.
Yet, amid this truck-heavy reality, Tesla made a notable breakthrough. The Model Y emerged as the top-selling vehicle, not just the leading EV, but the outright best-seller in three key states: California, Nevada, and Washington.
These West Coast strongholds reflect regions with robust EV infrastructure, high environmental awareness, generous incentives, and tech-savvy populations. In California alone, nearly 50 percent of new vehicle registrations were electrified, far outpacing the national average of around 25 percent.
The Model Y’s success here highlights accelerating mainstream adoption of electric SUVs, which offer spacious interiors, impressive range, rapid acceleration, and low operating costs.
Elon Musk: Tesla Model Y is world’s best-selling car for 3rd year in a row
Elsewhere, Japanese crossovers filled many gaps: Toyota’s RAV4 and Honda’s CR-V topped charts in several urban and densely populated Northeastern and Midwestern states, where fuel efficiency, reliability, and family-friendly features win out over larger trucks.
While Ford’s broad reach shows traditional preferences persist, at least for now, Tesla’s Model Y victories in high-population, influential states signal a gradual but undeniable transition toward electrification. As charging networks expand and battery technology improves, more states could follow the West Coast’s lead in the coming years.
This 2025 map captures a pivotal moment: pickup trucks still rule the majority, but EVs are carving out meaningful territory where consumer priorities align with sustainability and innovation. The road ahead promises continued competition between legacy giants and electric disruptors.
Elon Musk
Elon Musk shares updated Starship V3 maiden launch target date
The comment was posted on Musk’s official account on social media platform X.
SpaceX CEO Elon Musk shared a brief Starship V3 update in a post on social media platform X, stating the next launch attempt of the spacecraft could take place in about four weeks.
The comment was posted on Musk’s official account on social media platform X.
Musk’s update suggests that Starship Flight 12 could target a launch around early April, though the schedule will depend on several remaining milestones at SpaceX’s Starbase launch facility in Texas.
Among the key steps is testing and certification of the site’s new launch tower, launch mount, and tank farm systems. These upgrades will support the next generation of Starship vehicles.
Booster 19 is expected to roll to the launch site and be placed on the launch mount before returning to the production facility to receive its 33 Raptor engines. The booster would then return for a static fire test, which could mark the first time a Super Heavy booster equipped with Raptor V3 engines is fired on the pad.
Ship 39 is expected to undergo a similar preparation process. The vehicle will likely return to the production site to receive its six engines before heading to Massey’s test site for static fire testing.
Once both stages are prepared, the booster and ship will roll out to the launch site for the first full stack of a V3 Super Heavy and V3 Starship. A full wet dress rehearsal is expected to follow before any launch attempt.
Elon Musk has previously shared how SpaceX plans to eventually recover Starship’s upper stage using the launch tower’s robotic arms. Musk noted that the company will only attempt to catch the Starship spacecraft after two successful soft landings in the ocean. The approach is intended to reduce risk before attempting a recovery over land.
“Should note that SpaceX will only try to catch the ship with the tower after two perfect soft landings in the ocean. The risk of the ship breaking up over land needs to be very low,” Musk wrote in a post on X.
Such a milestone would represent a major step toward the full reuse of the Starship system, which remains a central goal for SpaceX’s long-term launch strategy.
Tesla is ramping up its advertising strategy on social media
Tesla Model Y outsells everything in three states, but Ford dominates
