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Tesla Semi rival Nikola dubs future fleet as US’ ‘largest air purifiers’ amid hiring ramp
As the Tesla Semi continues to undergo real-world testing in preparation for its initial production in 2019, rival startup company Nikola Motor has claimed that its future fleet will be the United States’ “largest air purifiers,” thanks to their hydrogen fuel cell systems. Nikola’s announcement comes amidst the company’s current initiatives to ramp its hiring activities for its facilities in Arizona.
No stranger to bold declarations on Twitter, Nikola noted that due to its vehicles’ hydrogen fuel cell system, its fleet of trucks would be able to clean the air as they drive across America. In a later tweet, the trucking startup also assured its social media followers that it does not use methane to produce hydrogen. Rather, it utilizes a combination of solar, wind, and hydropower to make the hydrogen needed to power its upcoming fleet.
Why do we like hydrogen so much? The Nikola fleet will be one of the largest air purifiers in America one day. Imagine 500,000 Nikola trucks driving in cities across America sucking in dirty air and emitting nothing but clean water. #emissionsgameover #dieselisdead
— Nikola Corporation (@nikolamotor) October 24, 2018
A following tweet from the company also gave a first look at the fuel cell that would be used for the Nikola One sleeper semi-trailer, as well as the Nikola Two daycab. The trucking startup and budding Tesla Semi rival further noted that a Nikola truck would have two 120 kW systems, which should provide its trucks with a considerable degree of power.
What an awesome Nikola fuel cell. This is the 120kW running through tests. Each truck has 2 X 120 KW systems. Get ready for some big news coming in the following days as promised. This thing rocks and we can't wait for the world to see it in action. pic.twitter.com/rLKx8oF8pM
— Nikola Corporation (@nikolamotor) October 29, 2018
Recent reports have further revealed that Nikola is starting to ramp its hiring as it prepares to start producing its highly-anticipated hydrogen-electric truck. Since moving to the Phoenix area from Utah in July, the company has employed about 70 people in Chandler as it constructs its new headquarters in Phoenix. By the end of the year, Nikola aims to have 100 employees, and by the end of 2019, the trucking startup is seeking to employ about 200 workers.
Nikola Motor chief legal officer Britton Worthen noted in a statement to AZ Central that it expects to break ground on its planned 1 million-square-foot manufacturing plant in Coolidge, AZ, in about two years. At a talk on Friday, the Nikola executive pointed out to Pinal County economic development officials that the upcoming facility would be complete in about five years. Over this time, Nikola also plans to start the expansion of its hydrogen fueling stations, which the company expects will be the ‘largest energy consumer’ in the US within the next ten years.
Nikola Motors is no stranger to bold statements. Earlier this year, the company announced that it would be refunding all the reservations it received for the Nikola One and Nikola Two. Seemingly throwing shade at Tesla, the trucking startup further noted that it does not “use (customers’) money to operate (its) business.” Nikola has declared that it currently has $11 billion in pre-production orders as well.
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- The Nikola One
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- The Nikola One.
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- Credit: Nikola Motor
The Nikola One hydrogen-electric truck.
Over the past few months, though, Nikola started to adopt a more aggressive stance against Tesla. Earlier this year, the company filed a $2 billion lawsuit against the electric car maker, claiming that the Tesla Semi violated its design patents for the Nikola One. In its lawsuit, the trucking startup alleged that the Tesla Semi copied the Nikola One’s wraparound windshield, mid-entry door, front fenders, and the electric truck’s aerodynamic body. Furthermore, the trucking startup claimed that the similar designs of the Semi and the One puts its reputation at risk, since Tesla has had “problems with its batteries starting fires and its autonomous features causing fatal accidents.”
Nikola’s patent lawsuit met a notable roadblock in August, though, as the US Patent Office granted Tesla its own design patents for the Tesla Semi, with the US patent examiner even using the Nikola One as a comparison point for the all-electric long-hauler. Thus, if Nikola chooses to pursue its case against Tesla, it would have to prove that the US patent examiner made a mistake. Such a feat is very challenging to accomplish.
Its legal moves against Tesla aside, Nikola is nonetheless setting the stage of a grand, three-day event in April 2019, which would feature the unveiling of the pre-production models of its hydrogen-electric trucks. A 2.3-megawatt hydrogen fueling station, which would serve as a model for the company’s upcoming network of H2 refilling stations, is also expected to be unveiled.
News
Tesla loses Director who designed one of the company’s best features
Thomas Dmytryk, who has spent over 11 years with Tesla and helped to develop Over-the-Air updates and the company’s vehicles’ ability to utilize them to improve, has decided to leave.
Tesla has lost the director who designed one of the company’s best features: Over-the-Air updates.
Thomas Dmytryk, who has spent over 11 years with Tesla and helped to develop Over-the-Air updates and the company’s vehicles’ ability to utilize them to improve, has decided to leave. In a lengthy statement on LinkedIn, Dmytryk said that he’s “closing the book.” He had nothing but good things to say:
“After 11 incredible years at Tesla, I’m closing the book. It’s been the ride of a lifetime: always on the news, innovating relentlessly, constantly pushing the limits. Tesla is THE place for talented, passionate people. I feel insanely lucky to have been part in that culture for so long.”
It appears the intense lifestyle of developing and creating intensively for so long might have caught up to Dmytryk, who did not give his definitive plans for the future, and it appears he may be taking some time off before jumping into a new venture:
“The future? Extremely bright. Ambitions intact, just getting started as a transformative company that could elevate billions of lives. So why leave now?! Human life’s always been my North Star, right now I need to be with mines. I’ve always admired Tesla’s top leadership and vision. But what I’ve always found incredible is the tenacity, brilliance and devotion of people on the front line. YOU make Tesla unstoppable. I wish you all the best and of course EPIC wins.”
The move was first reported by NotaTeslaApp.
Over-the-Air updates are among Tesla’s best features. They are used to improve the Full Self-Driving suite, add features, remedy recalls, and more. Many vehicles have the ability to receive OTA updates, as I did in a Ford Bronco previous to my Model Y. However, Tesla does them better than anyone else: they’re seamless, effective, and frequent. Your car always improves.
The move is a blow to Tesla, of course, considering Dmytryk’s massive contribution to the company and extremely long tenure spent, but not something that is overwhelmingly detrimental. Tesla deals with a lot of extremely intelligent people, some of whom are the best in their field, so they are sure to find a suitable replacement.
However, it’s no secret that the company has been losing some of its top talent, some of whom were in executive roles. Some have left to take on new projects, and others have not revealed their career plans.
It seems at least some of those employees are simply deciding to walk away and try new things after working so hard for so long. According to Dmytryk’s LinkedIn, he also played a large part in Musk’s acquisition of X, as he stated he “worked at Twitter/X ~45/week while working at the same pace for Tesla.”
That averages a 13-hour day, seven days a week, or 18 hours for the normal five-day work week.
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Tesla’s most wanted Model Y heads to new region with no sign of U.S. entry
Unlike the standard Model Y, the “L” stretches the wheelbase by roughly 150 mm and the overall length by about 177 mm to 4,976 mm. The result is a genuine 2-2-2 seating layout that gives six adults proper legroom and cargo space — a true family hauler without the cramped third-row compromises of many three-row SUVs.
Tesla’s most wanted Model Y configuration is heading to a new region, and although U.S. fans and owners have requested the vehicle since its release last year, it appears the company has no plans to bring it to the market.
According to fresh regulatory filings, the six-seat Model Y L is coming to South Korea with signs indicating an imminent launch. The extended-wheelbase configuration, already a hit in China, just cleared energy-efficiency certification from the Korea Energy Agency, paving the way for deliveries as early as the first half of 2026.
The vehicle is already built at Tesla’s Giga Shanghai facility in China, making it an ideal candidate for the Asian market, as well as the European one, as the factory has been known as a bit of an export hub in the past.
$TSLA
BREAKING: The official launch of Tesla Model Y L in S.Korea seems to be quite imminent.Additional credentials related to Model YL were released today.
✅ Battery Manufacturer: LG Energy Solutions
✅ Number of passengers: 6 people
✅ Total battery capacity: 97.25 kWh… pic.twitter.com/hmy64XYi80— Tsla Chan (@Tslachan) March 6, 2026
It seems like Tesla was prepping for this release anyway, as the timing was no accident. A camouflaged Model Y L prototype was spotted testing on Korean highways the same day the certification dropped. Tesla has already secured similar approvals for Australia and New Zealand, with both markets expecting the larger Model Y in 2026.
Unlike the standard Model Y, the “L” stretches the wheelbase by roughly 150 mm and the overall length by about 177 mm to 4,976 mm. The result is a genuine 2-2-2 seating layout that gives six adults proper legroom and cargo space — a true family hauler without the cramped third-row compromises of many three-row SUVs.
South Korean filings list it as an all-wheel-drive imported electric passenger vehicle with a 97.25 kWh total battery capacity supplied by LG Energy Solution. Local tests show an impressive 543 km (337 miles) combined range at room temperature and 454 km (282 miles) in colder conditions, easing one of the biggest concerns for Korean EV buyers.
Tesla Model Y lineup expansion signals an uncomfortable reality for consumers
But for U.S. fans, things are not looking good for a launch in the market.
CEO Elon Musk has been blunt. The six-seater “wouldn’t arrive in the U.S. until late 2026, if ever,” he said, pointing to the company’s heavy bet on unsupervised Full Self-Driving and robotaxi platforms like the Cybercab. With the Model X slated for discontinuation, many families hoped the stretched Model Y would slide into the lineup as an affordable three-row bridge. So far, that hope remains unfulfilled.
For now, South Korean drivers will be among the first buyers outside China to enjoy the spacious, efficient Model Y L. Tesla continues its global rollout strategy, tailoring vehicles to regional tastes while North American customers keep refreshing their apps and crossing their fingers.
The Model Y L proves the appetite for practical, family-sized electric SUVs is stronger than ever. Hopefully, Tesla will listen to its fans and bring the vehicle to the U.S. where it would likely sell well.
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.
Tesla loses Director who designed one of the company’s best features
Tesla’s most wanted Model Y heads to new region with no sign of U.S. entry
