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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.
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
Tesla to offer Full Self-Driving gifting program: here’s how it will work
Tesla executive Raj Jegannathan said the company would be shipping the gifting program out before the holidays, making a great gift for owners just in time for Christmas.
Tesla will soon offer a gifting program for its Full Self-Driving (Supervised) suite, allowing people to gift a subscription to the semi-autonomous driving software for a variety of timeframes.
The idea would allow people to gift Full Self-Driving as a trial, potentially shifting them to subscribe or even buy the software outright if they find it useful.
Tesla is overhauling its Full Self-Driving subscription for easier access
FSD is a pretty difficult thing to not use once you have it, and while you still have to pay attention, and it has its shortcomings, it takes a lot of the stressors out of driving.
Tesla executive Raj Jegannathan said the company would be shipping the gifting program out before the holidays, making a great gift for owners just in time for Christmas.
Will have it ready before holidays!
— Raj Jegannathan (@r_jegaa) November 3, 2025
Full Self-Driving is Tesla’s semi-autonomous driving platform that is currently among the most robust options on the market. As a personal user, I find it to be an extremely beneficial feature that I use on a daily basis.
While Tesla does offer gift cards, this would be a great option to choose the present you’re giving to a family member or friend.
Tesla offers a subscription to Full Self-Driving in the United States for $99 per month; it gives people an opportunity to try the suite for a month and is more affordable in the short term for those who cannot swing the current $8,000 fee to purchase it outright.
CEO Elon Musk has advised every Tesla owner to purchase the suite outright. In 2020, he confirmed that a subscription program would be released, but he said, “It will be economically better to have bought FSD.”
He continued in 2021, stating that “buying FSD will still be a better long-term deal than subscription.
He has also said that the monthly subscription price could rise as FSD goes to wide release, but that has yet to happen. In fact, it was originally $199 a month, but Tesla decreased the price to $99. We’re hopeful it doesn’t get more expensive.
Elon Musk
Elon Musk just roasted Sam Altman’s Tesla Roadster cancellation
“And you forgot to mention act 4, where this issue was fixed and you received a refund within 24 hours.
But that is in your nature.”
Elon Musk has responded to OpenAI CEO Sam Altman’s decision to cancel his Tesla Roadster reservation, which he revealed on X on Thursday.
We reported on Altman’s decision, which he called “A tale in three acts,” showing his confirmation email from Tesla back in 2018, an email requesting his $50,000 deposit back after canceling his order, and a notification from Google that the email he sent was not delivered.
A tale in three acts: pic.twitter.com/ClRZBgT24g
— Sam Altman (@sama) October 30, 2025
Musk did not take too kindly to the post from his tech rival, first referencing his position with OpenAI, and then confirming that Altman received his reservation deposit back within 24 hours:
And you forgot to mention act 4, where this issue was fixed and you received a refund within 24 hours.
But that is in your nature.
— Elon Musk (@elonmusk) November 1, 2025
OpenAI was started by Musk, Altman, and others back in 2015, and was geared toward being a non-profit company that would develop safe artificial intelligence that would be accessible to people.
However, Musk and Altman did not agree on the future of the company. Musk left, and Altman turned OpenAI into a for-profit company. This led to a variety of lawsuits and some very public spats between the two. Musk has called out Altman for turning the company into a for-profit, which has been his main source of criticism for his former colleague.
The Roadster has been hanging in the balance of Tesla’s manufacturing plans for seven years, but the company has made more indications that it will be unveiled later this year and will have some insane technologies.
Musk said on Friday in an episode of the Joe Rogan Experience Podcast that Tesla is “getting close to demonstrating the prototype.”
He said:
“Whether it’s good or bad, it will be unforgettable. My friend Peter Thiel once reflected that the future was supposed to have flying cars, but we don’t have flying cars. I think if Peter wants a flying car, he should be able to buy one…I think it has a shot at being the most memorable product unveil ever. [It will be unveiled] hopefully before the end of the year. You know, we need to make sure that it works. This is some crazy technology in this car. Let’s just put it this way: if you took all the James Bond cars and combined them, it’s crazier than that.”
Musk hinted that the vehicle could fly and would have “crazy technology” that would put James Bond’s vehicles to shame. It will be interesting to see what Tesla will unveil when the event happens and if it can come through on this mind-blowing teaser.
News
SpaceX successfully launches 100th Starlink mission of 2025
With 100 Starlink missions completed for 2025, space enthusiasts have noted that SpaceX has successfully launched 2,554 Starlink satellites so far this year.
SpaceX achieved its 100th Starlink mission of the year on Friday, October 31, marking another milestone for 2025.
A Falcon 9 rocket carrying 28 Starlink broadband satellites successfully lifted off from Vandenberg Space Force Base in California at 4:41 p.m. ET, carrying another 28 Starlink satellites to Low Earth Orbit (LEO).
Falcon 9 booster’s 29th flight
Roughly 8.5 minutes after liftoff, the Falcon 9’s first stage touched down on the drone ship Of Course I Still Love You in the Pacific Ocean. This marked the booster’s 29th flight, which is approaching SpaceX’s reuse record of 31 missions.
This latest mission adds to SpaceX’s impressive 138 Falcon 9 launches in 2025, 99 of which were dedicated to Starlink, according to Space.com. The company’s focus on reusing boosters has enabled this breakneck pace, with multiple launches each week supporting both Starlink’s expansion and external customers.
Starlink’s network continues massive global expansion
Starlink remains the largest active satellite constellation in history, with more than 10,000 satellites launched, nearly 8,800 of which are currently active. SpaceX recently achieved Starlink’s 10,000-satellite milestone. With 100 Starlink missions completed for 2025, space enthusiasts have noted that SpaceX has successfully launched 2,554 Starlink satellites so far this year.
Starlink, which provides high-speed, low-latency internet connectivity even to the world’s most remote areas, has been proven to be life-changing technology for people across the globe. The service is currently operational in about 150 countries, and it currently has over 5 million subscribers worldwide. From this number, 2.7 million joined over the past year.
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![[Source: Jean Lemieux] reprinted with permission](http://www.teslarati.com/wp-content/uploads/2015/12/Factory-Model-X-Aluminum-Body.jpg)
