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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.
Tesla Full Self-Driving has officially landed in a new country today, its seventh overall after it launched in both Australia and New Zealand earlier this year.
On Sunday, Tesla owners in South Korea reported that the company’s Full Self-Driving (Supervised) had started arriving in their vehicles. Owners reported that it was v14.1.4, which is not the latest version available in other countries, but is one of the most recent releases Tesla has deployed to drivers:
From 6 to 7
Tesla Full Self-Driving has launched in South Korea; the 7th country to have FSD https://t.co/X6gm1SyoxV
— TESLARATI (@Teslarati) November 23, 2025
This marks the seventh country in which Tesla has enabled its Full Self-Driving suite, following the United States and Puerto Rico, Canada, China, Mexico, Australia, and New Zealand.
Tesla launched Full Self-Driving most recently in Australia and New Zealand about three months ago. The expansion is a major breakthrough for the company as it aims to launch Full Self-Driving on a global scale.
However, the company’s biggest challenge thus far has been getting European regulatory agencies to handle the red tape that has inhibited Tesla from launching its semi-autonomous driving suite on the continent. Recently, it admitted that it sees a pathway through Dutch regulatory bodies, which seem to be the most willing to work with Tesla to get FSD in Europe.
Tesla Full Self-Driving appears to be heading to Europe soon
The company said that it has driven over 1 million kilometers safely on European roads across 17 different countries in internal testing. But its path to success will be by “partnering with the Dutch approval authority RDW to gain exemption for the feature. This involves proving compliance with existing regulations (UN-R-171 DCAS) + filing an exemption (EU Article 39) for yet-to-be-regulated behaviors like Level 2 systems off-highway, system-initiated lane changes with hands-off the wheel, etc.”
Perhaps the expansion into Europe will be the biggest challenge for Tesla, but it could also yield major results and advantages for the company moving forward. Tesla said it hopes to have FSD available in Europe sometime early next year.
For now, the expansion in South Korea is the latest win for Tesla and its self-driving efforts. In the U.S., it now turns its focus toward fully autonomous operation, as it works with state agencies to launch Robotaxi outside of Texas, California, and most recently, Arizona.
Tesla CEO Elon Musk teased the insane capabilities of the next major Full Self-Driving update just hours after the company rolled out version 14.2 to owners.
Tesla Full Self-Driving v14.2 had some major improvements from the previous iteration of v14.1.x. We were on v14.1.7, the most advanced configuration of the v14.1 family, before Tesla transitioned us and others to v14.2.
However, Musk has said that the improvements coming in the next major update, which will be v14.3, will be where “the last big piece of the puzzle finally lands.”
14.3 is where the last big piece of the puzzle finally lands
— Elon Musk (@elonmusk) November 21, 2025
There were some major improvements with v14.2, most notably, Tesla seemed to narrow in on the triggers that caused issues with hesitation and brake stabbing in v14.1.x.
One of the most discussed issues with the past rollout was that of brake stabbing, where the vehicle would contemplate proceeding with a route as traffic was coming from other directions.
We experienced it most frequently at intersections, especially four-way stop signs.
Elon Musk hints at when Tesla can fix this FSD complaint with v14
In our review of it yesterday, it was evident that this issue had been resolved, at least to the extent that we had no issues with it in a 62-minute drive, which you can watch here.
Some owners also reported a more relaxed driver monitoring system, which is something Tesla said it was working on as it hopes to allow drivers to text during operation in the coming months. We did not test this, as laws in Pennsylvania prohibit the use of phones at any time due to the new Paul Miller’s Law, which took effect earlier this year.
However, the improvements indicate that Tesla is certainly headed toward a much more sentient FSD experience, so much so that Musk’s language seems to be more indicative of a more relaxed experience in terms of overall supervision from the driver, especially with v14.3.
Musk did not release or discuss a definitive timeline for the release of v14.3, especially as v14.2 just rolled out to Early Access Program (EAP) members yesterday. However, v14.1 rolled out to Tesla owners just a few weeks ago in late 2025. There is the potential that v14.3 could be part of the coming Holiday Update, or potentially in a release of its own before the New Year.
Tesla rolled out Full Self-Driving version 14.2 yesterday to members of the Early Access Program (EAP). Expectations were high, and Tesla surely delivered.
With the rollout of Tesla FSD v14.2, there were major benchmarks for improvement from the v14.1 suite, which spanned across seven improvements. Our final experience with v14.1 was with v14.1.7, and to be honest, things were good, but it felt like there were a handful of regressions from previous iterations.
While there were improvements in brake stabbing and hesitation, we did experience a few small interventions related to navigation and just overall performance. It was nothing major; there were no critical takeovers that required any major publicity, as they were more or less subjective things that I was not particularly comfortable with. Other drivers might have been more relaxed.
With v14.2 hitting our cars yesterday, there were a handful of things we truly noticed in terms of improvement, most notably the lack of brake stabbing and hesitation, a major complaint with v14.1.x.
However, in a 62-minute drive that was fully recorded, there were a lot of positives, and only one true complaint, which was something we haven’t had issues with in the past.
The Good
Lack of Brake Stabbing and Hesitation
Perhaps the most notable and publicized issue with v14.1.x was the presence of brake stabbing and hesitation. Arriving at intersections was particularly nerve-racking on the previous version simply because of this. At four-way stops, the car would not be assertive enough to take its turn, especially when other vehicles at the same intersection would inch forward or start to move.
This was a major problem.
However, there were no instances of this yesterday on our lengthy drive. It was much more assertive when arriving at these types of scenarios, but was also more patient when FSD knew it was not the car’s turn to proceed.
Can report on v14.2 today there were ZERO instances of break stabbing or hesitation at intersections today
It was a significant improvement from v14.1.x
— TESLARATI (@Teslarati) November 21, 2025
This improvement was the most noticeable throughout the drive, along with fixes in overall smoothness.
Speed Profiles Seem to Be More Reasonable
There were a handful of FSD v14 users who felt as if the loss of a Max Speed setting was a negative. However, these complaints will, in our opinion, begin to subside, especially as things have seemed to be refined quite nicely with v14.2.
Freeway driving is where this is especially noticeable. If it’s traveling too slow, just switch to a faster profile. If it’s too fast, switch to a slower profile. However, the speeds seem to be much more defined with each Speed Profile, which is something that I really find to be a huge advantage. Previously, you could tell the difference in speeds, but not in driving styles. At times, Standard felt a lot like Hurry. Now, you can clearly tell the difference between the two.
It seems as if Tesla made a goal that drivers should be able to tell which Speed Profile is active if it was not shown on the screen. With v14.1.x, this was not necessarily something that could be done. With v14.2, if someone tested me on which Speed Profile was being used, I’m fairly certain I could pick each one.
Better Overall Operation
I felt, at times, especially with v14.1.7, there were some jerky movements. Nothing that was super alarming, but there were times when things just felt a little more finicky than others.
v14.2 feels much smoother overall, with really great decision-making, lane changes that feel second nature, and a great speed of travel. It was a very comfortable ride.
The Bad
Parking
It feels as if there was a slight regression in parking quality, as both times v14.2 pulled into parking spots, I would have felt compelled to adjust manually if I were staying at my destinations. For the sake of testing, at my first destination, I arrived, allowed the car to park, and then left. At the tail-end of testing, I walked inside the store that FSD v14.2 drove me to, so I had to adjust the parking manually.
This was pretty disappointing. Apart from parking at Superchargers, which is always flawless, parking performance is something that needs some attention. The release notes for v14.2. state that parking spot selection and parking quality will improve with future versions.
Any issues with parking on your end? 14.1.7 didn’t have this trouble with parking pic.twitter.com/JPLRO2obUj
— TESLARATI (@Teslarati) November 21, 2025
However, this was truly my only complaint about v14.2.
You can check out our full 62-minute ride-along below:
Tesla Full Self-Driving lands in a new country, its 7th
Tesla CEO Elon Musk teases insane capabilities of next major FSD update
