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Why the Tesla strategic narrative drives its successes
Tesla’s power of story is as strong today, with the recent merger of SolarCity, as it was ten long years ago when Elon Musk announced his “secret” master plan. That’s because the Tesla narrative, or its essential story, has continually pointed to the mission to expedite a global change from a “mine-and-burn hydrocarbon economy” towards a solar electric economy.
Saving the world is pretty compelling, after all.
A large part of the Tesla story has been that its products are second to none. Tesla’s purpose-driven business narrative, which has the continual backdrop of providing a sustainable solution to climate change, has been contained in every single blog update, every Elon Musk public appearance, and every Tesla announcement of a new/ groundbreaking/ technologically-advanced innovation. That central idea emerges through its electric vehicle catalog, which includes software updates over service calls and autonomous driving capabilities. The possibility of a fully functioning smart house may only be available through Tesla’s integration of solar roof tiles, the Powerwall 2 battery storage unit, and the capacity to recharge the electric vehicle onsite. Even SpaceX shows that people and things can be placed in space in a way that is far more economical than ever previously thought.
It is a singular narrative formula that has worked without a need for Tesla to advertise because it galvanizes strong public sentiment while changing the way we interact with each other and our environments.
Rather than calling upon a business model that reacts to critics, Tesla balances its narrative between supportive and oppositional constituents. An example of this is how Tesla focuses on the transformational power of driverless cars. Transformation resonates more with consumers than does a focus on predicted safety benefits. The advancement of driverless cars, especially when framed around the transformational power of an intelligent transportation system, demonstrates to the public a series of methods to alleviate commuters from the day-to-day inconvenience and hours of time traditionally spent behind the wheel, with huge dividends for productivity.
The Tesla narrative emphasizes the technological opportunities to explore new markets, mobilize previously static populations, and change the layout of our physical spaces and the dynamics of our personal lives for the better.
![[Source: Jean Lemieux] reprinted with permission](http://www.teslarati.com/wp-content/uploads/2015/12/Factory-Model-X-Aluminum-Body.jpg)
[Source: Jean Lemieux]
Another example is how Tesla’s massive manufacturing expansion resonated as the underlying narrative for Tesla in 2015 for investors, along with a very important Model X release. Part of investors’ fascination with Tesla has always been the perceived future advantage in electric car production over traditional automakers through the evolution of manufacturing technology and software. Industrial networking with a heavy emphasis on automation and robotic manufacturing has changed the way that products are produced. has changed the way that products are produced. It’s the Internet of Things translated in a way that makes sense to consumers through a consistent Tesla narrative.
Of course, no company, Tesla included, can afford to ignore the public’s underlying beliefs on emerging technologies as a crucial part of its product and brand strategies. A May 2016 Tesla crash did find Tesla countering consumer concerns with statistics of current road fatalities and the projected decrease of such fatalities in a world of fully automated transportation. Acknowledging the tragic loss, Tesla described how its Autopilot feature is disabled by default, “to ensure that every time the feature is used, it is used as safely as possible.” Ultimately, the public associated the new technology with new risks, moving beyond a pure safety argument into an embrace of a technological future closer than once thought possible.
Most recently, Elon Musk has found himself the target of fake news. In response, he continues to tap into the Tesla narrative, seeking out a supportive public to help him uncover the individuals responsible for attacks on his person and company. His plea touches on deep-seated and pervasive ideas about trust in sustainable technology. The Tesla narrative continues to tap into positive messages about decentralized solar energy in a variety of forms that resonates with the public.
The Tesla narrative implies that joining a like-minded group of individuals will reward you with Tesla’s innovation down the road. It provides a vision of alternative energy framed as revolutionary, profitable, and worth the stock investment for the dividends it will pay in years to come. As the leading technology innovator in the world today, Tesla’s narrative becomes stronger as the stakes become higher.
Elon Musk
GM CEO Mary Barra says she told Biden to give Tesla and Musk EV credit
“He was crediting me, and I said, ‘Actually, I think a lot of that credit goes to Elon and Tesla…You know me, Andrew. I don’t want to take credit for things.”
General Motors CEO Mary Barra said in a new interview on Wednesday that she told President Joe Biden to credit Tesla and its CEO, Elon Musk, for the widespread electric vehicle transition.
She said she told Biden this after the former President credited her and GM for leading EV efforts in the United States.
During an interview at the New York Times Dealbook Summit with Andrew Ross Sorkin, Barra said she told Biden that crediting her was essentially a mistake, and that Musk and Tesla should have been explicitly mentioned (via Business Insider):
“He was crediting me, and I said, ‘Actually, I think a lot of that credit goes to Elon and Tesla…You know me, Andrew. I don’t want to take credit for things.”
GM CEO Mary Barra said to Andrew Sorkin at the New York Times Dealbook Summit that she pulled President Biden aside and said Tesla CEO @elonmusk deserved the credit for EVs:
“He was crediting me, and I said, ‘Actually, I think a lot of that credit goes to Elon and Tesla,’” Barra… pic.twitter.com/OHBTG1QfbJ
— TESLARATI (@Teslarati) December 3, 2025
Back in 2021, President Biden visited GM’s “Factory Zero” plant in Detroit, which was the centerpiece of the company’s massive transition to EVs. The former President went on to discuss the EV industry, and claimed that GM and Barra were the true leaders who caused the change:
“In the auto industry, Detroit is leading the world in electric vehicles. You know how critical it is? Mary, I remember talking to you way back in January about the need for America to lead in electric vehicles. I can remember your dramatic announcement that by 2035, GM would be 100% electric. You changed the whole story, Mary. You did, Mary. You electrified the entire automotive industry. I’m serious. You led, and it matters.”
People were baffled by the President’s decision to highlight GM and Barra, and not Tesla and Musk, who truly started the transition to EVs. GM, Ford, and many other companies only followed in the footsteps of Tesla after it started to take market share from them.
Elon Musk and Tesla try to save legacy automakers from Déjà vu
Musk would eventually go on to talk about Biden’s words later on:
“They have so much power over the White House that they can exclude Tesla from an EV Summit. And, in case the first thing, in case that wasn’t enough, then you have President Biden with Mary Barra at a subsequent event, congratulating Mary for having led the EV revolution.”
In Q4 2021, which was shortly after Biden’s comments, Tesla delivered 300,000 EVs. GM delivered just 26.
News
Tesla Full Self-Driving shows confident navigation in heavy snow
So far, from what we’ve seen, snow has not been a huge issue for the most recent Full Self-Driving release. It seems to be acting confidently and handling even snow-covered roads with relative ease.
Tesla Full Self-Driving is getting its first taste of Winter weather for late 2025, as snow is starting to fall all across the United States.
The suite has been vastly improved after Tesla released v14 to many owners with capable hardware, and driving performance, along with overall behavior, has really been something to admire. This is by far the best version of FSD Tesla has ever released, and although there are a handful of regressions with each subsequent release, they are usually cleared up within a week or two.
Tesla is releasing a modified version of FSD v14 for Hardware 3 owners: here’s when
However, adverse weather conditions are something that Tesla will have to confront, as heavy rain, snow, and other interesting situations are bound to occur. In order for the vehicles to be fully autonomous, they will have to go through these scenarios safely and accurately.
One big issue I’ve had, especially in heavy rain, is that the camera vision might be obstructed, which will display messages that certain features’ performance might be degraded.
So far, from what we’ve seen, snow has not been a huge issue for the most recent Full Self-Driving release. It seems to be acting confidently and handling even snow-covered roads with relative ease:
FSD 14.1.4 snow storm Ontario Canada pic.twitter.com/jwK1dLYT0w
— Everything AI (@mrteslaspace) November 17, 2025
I found the steepest, unplowed hill in my area and tested the following:
• FSD 14.2.1 on summer tires
• FSD 14.2.1 on winter tires
• Manual drivingBut I think the most impressive part was how FSD went DOWN the hill. FSD in the snow is sublime $TSLA pic.twitter.com/YMcN7Br3PU
— Dillon Loomis (@DillonLoomis) December 2, 2025
Well.. I couldn’t let the boys have all the fun!
Threw the GoPro up and decided to FSD v14.2.1 in the snow. Roads were not compacted like the other day, a little slippery, but overall doable at lower speeds. Enjoy the video and holiday music 🎶
Liked:
Took turns super slow… pic.twitter.com/rIAIeh3Zu3— 🦋Diana🦋 (@99_Colorado) December 3, 2025
Moving into the winter months, it will be very interesting to see how FSD handles even more concerning conditions, especially with black ice, freezing rain and snow mix, and other things that happen during colder conditions.
We are excited to test it ourselves, but I am waiting for heavy snowfall to make it to Pennsylvania so I can truly push it to the limit.
News
Tesla hosts Rome Mayor for first Italian FSD Supervised road demo
The event marked the first time an Italian mayor tested the advanced driver-assistance system in person in Rome’s urban streets.
Tesla definitely seems to be actively engaging European officials on FSD’s capabilities, with the company hosting Rome Mayor Roberto Gualtieri and Mobility Assessor Eugenio Patanè for a hands-on road demonstration.
The event marked the first time an Italian mayor tested the advanced driver-assistance system in person in Rome’s urban streets. This comes amid Tesla’s push for FSD’s EU regulatory approvals in the coming year.
Rome officials experience FSD Supervised
Tesla conducted the demo using a Model 3 equipped with Full Self-Driving (Supervised), tackling typical Roman traffic including complex intersections, roundabouts, pedestrian crossings and mixed users like cars, bikes and scooters.
The system showcased AI-based assisted driving, prioritizing safety while maintaining flow. FSD also handled overtakes and lane decisions, though with constant driver supervision.
Investor Andrea Stroppa detailed the event on X, noting the system’s potential to reduce severe collision risks by up to seven times compared to traditional driving, based on Tesla’s data from billions of global fleet miles. The session highlighted FSD’s role as an assistance tool in its Supervised form, not a replacement, with the driver fully responsible at all times.
Path to European rollout
Tesla has logged over 1 million kilometers of testing across 17 European countries, including Italy, to refine FSD for local conditions. The fact that Rome officials personally tested FSD Supervised bodes well for the program’s approval, as it suggests that key individuals are closely watching Tesla’s efforts and innovations.
Assessor Patanè also highlighted the administration’s interest in technologies that boost road safety and urban travel quality, viewing them as aids for both private and public transport while respecting rules.
Replies on X urged involving Italy’s Transport Ministry to speed approvals, with one user noting, “Great idea to involve the mayor! It would be necessary to involve components of the Ministry of Transport and the government as soon as possible: it’s they who can accelerate the approval of FSD in Italy.”
GM CEO Mary Barra says she told Biden to give Tesla and Musk EV credit
Tesla Full Self-Driving shows confident navigation in heavy snow
