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Tesla signs Korean olympian to be first brand ambassador

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Tesla has made an interesting move by signing Korean Olympic Shooter Kim Ye-ji as its first-ever brand ambassador.

Kim said in a press release announcing the partnership that she hopes to “convey a positive message together with Tesla” and that she is “very excited” to work with the automaker.

However, from a standpoint that many might agree with, it is a somewhat out-of-character move by Tesla, which has long been against a devoted advertising campaign. This includes brand ambassadors which have not been a part of the company’s strategy in the past.

Tesla has gotten a lot of publicity from celebrities choosing to own the company’s EVs under their own fruition. Rapper Snoop Dogg once was told by CEO Elon Musk that “everyone pays full price for a Tesla, including me.”

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The automaker seems to draw parallels between Kim and its opportunity to promote sustainability using a well-known personality. According to a report by Business Korea, the agency that put the partnership together said the collaboration would be “a meaningful activity linking a sustainable future with sports.”

Kim went viral during the Paris Olympics, where she won the silver medal in the women’s shooting competition. She has landed a role as an assassin in an upcoming Korean film, and has gathered a healthy social media following.

 

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A post shared by 김예지 (Kim ye ji) (@k_yeji92)

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However, it is very interesting to see Tesla make this kind of partnership, especially as it has been so hellbent on putting money into research and development instead of running ads.

Tesla dabbled with ads in the past, running a variety of promotional videos and campaigns on websites.

Tesla starts advertising campaign on Cars.com

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At Tesla we’ve never spent any money on advertising, we put all the money into R&D, manufacturing and design to try to make the car as good as possible,” Musk said in the past. Things are seemingly trending in a slightly different direction, but we still wouldn’t expect the company to launch any Super Bowl ads anytime soon.

Other companies have given Tesla publicity during the big game in the past, only for it to backfire on competitors.

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Please email me with questions and comments at joey@teslarati.com. I’d love to chat! You can also reach me on Twitter @KlenderJoey, or if you have news tips, you can email us at tips@teslarati.com.

Joey has been a journalist covering electric mobility at TESLARATI since August 2019. In his spare time, Joey is playing golf, watching MMA, or cheering on any of his favorite sports teams, including the Baltimore Ravens and Orioles, Miami Heat, Washington Capitals, and Penn State Nittany Lions. You can get in touch with joey at joey@teslarati.com. He is also on X @KlenderJoey. If you're looking for great Tesla accessories, check out shop.teslarati.com

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Tesla revises FSD transfer policy on new Cybertruck trim, causing cancellations

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Credit: Tesla

Tesla has apparently revised the policy it previously had listed for Full Self-Driving transfers on the newest All-Wheel-Drive Cybertruck that the company had sold for a steal price of just $59,000 earlier this year.

After initially stating that customers who bought the pickup would be able to transfer FSD purchases, Tesla recently changed the language in those terms and conditions to reflect that this would no longer be the case.

Tesla launches new Cybertruck trim with more features than ever for a low price

The adjustment in terminology has caused a handful of orderers to cancel their reservations due to the loss of FSD transfer:

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Tesla said orders for the new Cybertruck AWD must be placed by March 31, 2026, to qualify for the FSD transfer. The language in the document from earlier this year explicitly states that they “may qualify” for the transfer program, but the date of March 31 is explicitly mentioned.

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Additionally, Tesla Delivery Advisors reached out to some orderers of the AWD Cybertruck, who were told there was “an update to the eligibility of the Full Self-Driving (Supervised) transfer.” Tesla stated they could:

  • proceed without the transfer,
  • upgrade to a Premium or Cyberbeast trim and request an FSD Transfer
  • cancel the order and be refunded the $250 order fee.

Tesla turning around and changing these terms will undoubtedly result in a handful of cancellations on the part of those who have placed an order for this truck. They could pay $99 per month for an FSD subscription, which is now the only option available, but having purchased the suite outright on another vehicle and being told the transfer policy would be upheld, only to have it cancelled, is a tough pill to swallow.

These moves were also made by Tesla just before deliveries were set to begin on the Cybertruck AWD configuration. Reservation holders have started receiving VINs for their trucks, and Tesla is preparing to hand over the first units.

It’s a disappointing move from Tesla that will undoubtedly make some of its fans who have bought the truck frustrated.

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Elon Musk

Tesla tipped its hand at where Robotaxi is heading next

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Tesla Cybercab production units rolling off the factory line in Gigafactory Texas (Credit: Tesla)
Tesla Cybercab production units rolling off the factory line in Gigafactory Texas (Credit: Tesla)

In the world of autonomous ride-hailing, there are only a handful of names. Among those few companies lies a strategy play by each to keep the opposition on their toes. Tesla, on the other hand, already tipped its hand at where it is headed next.

Tesla has signaled its next major push in the autonomous ride-hailing market by filing for an Autonomous Vehicle Network Company permit in Nevada (Docket 26-05015). Through Tesla Robotaxi, LLC, the company seeks approval to operate up to 5,000 robotaxis in Clark County, including high-traffic areas like Las Vegas and Henderson airports, within the first 12 months of launch.

This filing builds on Tesla’s earlier testing approvals from the Nevada DMV in September 2025 and preparations such as maintenance hubs in the Las Vegas area. Nevada represents a strategic expansion into a major tourist destination, where high visitor volumes could drive strong utilization and showcase the reliability of unsupervised autonomy to a broad audience.

Approval would mark a significant step toward commercial operations in a new state, following progress in Texas.

Tesla’s shareholder decks and earnings calls have clearly outlined these ambitions. In the Q4 2025 shareholder deck, the company listed planned Robotaxi coverage for the first half of 2026, explicitly naming Las Vegas alongside Phoenix, Miami, Orlando, and Tampa, with Dallas and Houston already advancing. Austin was noted as “ramping unsupervised,” while the Bay Area remained in safety-driver mode.

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By Q1 2026, the deck updated statuses to reflect launches in Dallas and Houston, with “preparations underway” for the remaining cities, including Las Vegas. Paid Robotaxi miles nearly doubled sequentially in Q1, underscoring momentum even as broader timelines adjusted slightly for regulatory and operational readiness.

On earnings calls, CEO Elon Musk and executives have emphasized a phased rollout prioritizing safety. Unsupervised operations in Texas have shown strong results with no reported accidents or injuries in the program. Tesla continues groundwork in additional major U.S. metros through testing and permitting, positioning it to scale quickly once approvals clear.

This Nevada move aligns with Tesla’s vision of transforming from an EV maker into an AI and robotics leader. The forthcoming Cybercab, which started production at Giga Texas in April, is expected to eventually dominate the fleet, replacing many Model Y vehicles and driving down costs to enable affordable rides.

For investors and the industry, this signals Tesla’s intent to dominate key Sun Belt and tourist markets where weather, regulations, and demand favor rapid scaling. Success in Las Vegas could validate the model for denser urban and high-tourism environments, accelerating the shift toward a future where robotaxis generate meaningful revenue.

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Las Vegas will also expand knowledge among the general public at Tesla’s capabilities, helping people experience driverless ride-hailing from several companies during their time on The Strip.

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Investor's Corner

Tesla just did something in South Korea that no foreign carmaker has ever done

Tesla’s Model Y just became South Korea’s best-selling car, beating every domestic model in May.

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Tesla did something last month that no foreign car has ever done in South Korea by outselling every vehicle in the country, domestic or imported, finishing the month with Model Y as the single best-selling car across the entire Korean market. According to data from the Korea Automobile Importers and Distributors Association released on June 4, the Model Y recorded 8,762 units sold in May, pushing the Kia Sorento into second place at 7,836 units and the Hyundai Grandeur into third at 5,183 units. It is the first time an imported vehicle has outsold every domestic model on a single-month basis.

Tesla imported 10,866 cars into South Korea in May, making it the top import brand for the fourth consecutive month. BMW followed at 6,555 units, less than two-thirds of Tesla’s total, while BYD registered just 1,032 units. The combined domestic sales of GM Korea, Renault Korea, and KG Mobility last month totaled just 7,019 units, meaning a single Tesla model outsold three Korean automakers combined.

Tesla FSD earns high praise in South Korea’s real-world autonomous driving test

 

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South Korea has historically been one of the hardest markets for foreign automakers to crack. Hyundai and Kia together control close to 70% of the overall market and carry deep consumer loyalty built over decades. Tesla’s path into this market was an uphill battle due to high import duties, limited service infrastructure, and early skepticism about charging networks. In 2024, the Model Y was the best-selling imported car in South Korea with 18,717 units for the full year. By 2025, after the Juniper refresh, it cleared 50,000 units and took the top spot among all EVs.

Year to date, Tesla has a 250.8% increase in the country over the same period last year, and now holds a 30.8% share of the entire imported car segment for 2026. EVs as a category represented 48.6% of all imported passenger car registrations in May. As Teslarati has reported, the Juniper refresh brought meaningful improvements to range, interior quality, and ride refinement that addressed the most common criticisms of earlier Model Y versions. Those upgrades appear to be resonating in markets like South Korea where buyers compare Tesla directly against high end domestic competitors.

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