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Tesla Semi gets ‘peppy and quiet’ hydrogen fuel cell competitor from Kenworth-Toyota
With support from the California Air Resources Board, Japanese auto giant Toyota and truck maker are collaborating to develop and build a limited run of hydrogen fuel trucks. The vehicles, which are Kenworth T680 trucks modified with Toyota’s hydrogen fuel cell powertrains, are expected to drive on routes around Los Angeles and further inland to San Bernardino. The actual specs of the vehicles have not been announced by either company, but the range of the hydrogen fuel cell T680 trucks are said to be 300 miles in “normal drayage operating conditions.”
Toyota and Paccar, the parent company behind Kenworth, took the wraps off the first hydrogen fuel cell long-hauler at this month’s Consumer Electronics Show in Las Vegas. The vehicle, which is classified as a Class 8 truck, stands to be a possible competitor for upcoming all-electric trucks like the Tesla Semi in the future. In a statement to CNBC, Brian Lindgren, Kenworth’s director of research and development, noted that utilizing hydrogen as a source of propulsion makes more sense for Class 8 vehicles than batteries, which power vehicles like Tesla’s all-electric long-hauler.
“We believe that carrying energy in the form of hydrogen for heavy-duty Class 8 trucks makes more sense than carrying it in batteries because the trucks can be refilled faster and offer longer range,” he said.
Lindgren’s point about faster refilling times for hydrogen fuel cell vehicles is quite justified, considering that a passenger car such as a Toyota Mirai could refill its tank with around 300 miles of range in roughly five minutes. That’s significantly faster than Tesla’s Superchargers, which are capable of charging roughly 200 miles of range in 30 minutes. Larger vehicles such as the hydrogen-electric Kenworth T680 trucks would likely take longer to refill than a passenger car such as the Mirai, but there’s a good chance that the long-hauler could still refill its tank faster than the Tesla Semi could charge its batteries, even if it is plugged into the upcoming Megacharger Network.
Toyota-Paccar’s Kenworth T680 hybrid fuel cell trucks caught the attention of some CES attendees due to the vehicle’s silent operation, which is nearly comparable to an all-electric truck. Lindgren, for his part, noted that drivers who have operated the truck actually appreciated the silence of the vehicle. “Drivers like these trucks because they are peppy and quiet,” he said.
Andy Lund, the Toyota chief engineer on the project, further stated that the hydrogen-electric trucks would have the same payload capacity as a diesel rig. Unlike its fossil fuel-powered counterparts, the hydrogen fuel cell Kenworth T680 long-haulers would only require a four-speed transmission, which is far simpler than the 18-gear transmissions usually fitted on Class 8 diesel trucks.
If there is one thing that would probably go against Toyota and Paccar’s hydrogen trucks, though, it would be their fuel efficiency. Kenworth’s director of research and development noted that the prototype trucks currently consume hydrogen at roughly the same rate as present diesel trucks, at around 5-7 mpg. The only advantage of the vehicles, of course, is that the trucks would only produce water vapor from their exhausts. This is a substantial advantage, considering that the trucking industry accounts for about 23% of carbon emissions from transportation in 2016, according to the Environmental Protection Agency.
That said, this would be something that Tesla could capitalize on. During the electric long-hauler’s unveiling, Musk noted that the Semi would cost operators $1.26 per mile to run, less than the standard $1.51 per mile that diesel-powered vehicles cost. Musk’s estimate has been met by skepticism by veterans of the trucking industry, but if the Tesla Semi’s operating costs stay true to the CEO’s estimate, then the vehicle would most certainly give itself a notable advantage over diesel and hydrogen-powered rivals when it starts operating on America’s roads.
Hydrogen fuel cells remain a polarizing solution for sustainable transportation. Elon Musk, for one, has openly discussed his dislike for hydrogen-electric transportation. In a statement to Autocar in 2014, for one, Musk went so far as to describe hydrogen fuel cell systems as “mind-bogglingly stupid.”
“They’re mind-bogglingly stupid. You can’t even have a sensible debate. Consider the whole fuel cell system against a Model S. It’s far worse in volume and mass terms, and far, far, worse in cost. And I haven’t even talked about hydrogen being so hard to handle. Success is simply not possible. Manufacturers do it [FCEVs] because they’re under pressure to show they’re doing something ‘constructive’ about sustainability. They feel it’s better to be working on a solution a generation away rather than something just around the corner. Hydrogen is always labeled the fuel of the future – and always will be,” Musk said.
Elon Musk initially announced that the Tesla Semi would start production sometime in 2019. That said, later statements from Tesla’s head of investor relations Martin Viecha suggested that the electric car maker would “earnestly” start producing the Semi by 2020.
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
