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Tesla’s success ushers in a new era of electric flight
Electric flight may not be as far away as we once thought. In the next decade, aircraft are set to see dramatic changes as companies both large and small work to bring fully electric and hybrid flight to market. Airlines, manufacturers, and startups all seem to be moving towards this goal (see below). The race is clearly on and it will change the way we think about flight.
Yet as it was for the introduction of electric vehicles, the first aircraft is short range and seat just a few passengers. Their applications today are limited but to think the industry will stay in this nascent stage would be a mistake. Successes in these small and short-range aircraft will translate forward into larger and longer-range aircraft. The companies that find success here will emerge as leaders in a new era of electric flight.

Companies working on electric flight
On the Market Today:
First, it’s important to appreciate that only recently have small electric powered aircraft gone from concepts to commercial use.
Pipistrel’s Alpha Electro is one of these all-electric aircraft. It’s meant primarily for pilot training and just received its airworthiness certification from the FAA in April 2018, becoming the first in the USA to do so. The Alpha Electro only seats two people and is good for an hour of flight plus reserves. That might not sound like much but it could be disruptive. Pipistrel says the aircraft cuts beginner pilot training costs by as much as 70% while producing zero emissions and low noise.
In China, the Ruixiang RX1E is a similar style trainer sold there commercially. They also have a new, longer-range model that was recently tested, the RX1E-A. With a two-hour flight time the new version doubles its previous capabilities. At this size of aircraft the technology is getting close to parity with comparable gasoline-powered aircraft, like the Cessna 162 which has a flight time of about three hours.
Full parity might be here sooner than you think. Coming small electric aircraft have better specs and more seating, with many nearly ready for certification (pictured below). Pipistrel has their Panthera (top right), which will hold four passengers and will come in options for combustion, hybrid, and all-electric powertrains. There’s also BYE Aerospace in Colorado, which has a four-seater in development and just completed the first test flight of the two-seater Sun Flyer 2 — it has a flight time of 3 hours. Ruixiang also announced they have a 4-seater aircraft in development. The other important consideration is that their initial costs appear to be comparable to combustion options as well.

Pipistrel Alpha Electro (top left), Pipistrel Panthera (top right), Ruixiang RX1E-A (bottom left), BYE Aerospace Sunflyer 2 (bottom right)
Looking at these options, some will say that an electric aircraft is an isolated niche and for now, that’s mostly correct. These are small aircraft with limited applications. Yet when the Nissan Leaf and even the Tesla Roaster first came out many believed electric cars were a niche technology too. The range was too short, seating was too small, and costs were too high to realistically consider the technology going mainstream. Now we are in the midst of a market transformation, with automakers pouring billions into their EV programs and countries announcing they are phasing out combustion vehicles.
Market Transformation – Near-Term Preproduction:
The next major step for electric flight appears to be in small commuter aircraft. Aircraft that weigh less than 12,500 lbs, carry 5 to 20 passengers and travel up to 750 miles. In addition to regional commuter needs, they may also serve recreational and business purposes. If small aircraft are like the Tesla Roadster then these are like the Model S. They have more seats, longer range, and are made in higher volumes.
The use case of short range regional commuters is almost perfect for electrification. Much of their flight is spent just getting up to altitude, where cruising achieves the greatest efficiency. The time spent cruising however is relatively short and the result is that such regional flights are inherently less efficient than those over greater distances. On the plus side the high operating costs are a great opportunity for electrification. Consider that a turbine engine achieves an efficiency of around 55% at cruising, but on ascent that efficiency can drop by half (~25%). By comparison, an electric motor has efficiencies greater than 95%.
One of the companies working to electrify these regional aircraft is Wright Electric, based out of Los Angeles. They recently announced plans to bring to market a 9-seat electrified aircraft with a range of at least 340 miles. According to their website that would cover the distance of nearly 44% of all flights. The announcement is part of their new partnership with JetEx, a fixed-base operator based in Saudi Arabia with operations in over 30 countries. I recently spoke with Wright Electric’s CEO Jeff Engler about their coming aircraft and where he see’s the industry going. The first thing that surprised me is that their aircraft could be on the market very soon.
“We are certain that the first flight test will take place next year. It could be on the market in just over two years.” – Jeff Engler, CEO of Wright Electric
That means that sometime towards the end of 2020 or beginning of 2021 they could be in their air, operating with paying customers.

Wright Electric / JetEx
Their aircraft is intended for intercity travel and recreational activities Jeff said, but it’s not the end goal. In fact, their approach may be familiar to fans of electric cars.
“Our plan is similar to the Tesla approach, in the sense that they started with the Roadster and then scaled up to larger more mass market vehicles. Our first plane to market will be a premium aircraft meant to travel short distances with a small number of passengers… perfect for intercity flights and recreational activities like skydiving. This initial program is the springboard for development of larger longer-range aircraft”. – Jeff Engler, CEO of Wright Electric
In regards to the technology Jeff said they are developing the hybrid and all electric powertrains concurrently. He noted that battery advancements will dictate the transition to fully electric flight but in the interim, hybrid solutions will significantly reduce fuel costs, noise, and pollution. With restrained enthusiasm, he was cautiously optimistic about the coming advances in battery technology. Yet battery technology isn’t holding them up.
The beauty of hybrid options is that as batteries improve they can be seamlessly integrated into the design, allowing more of the flight to be electric. For their electric hybrid, Wright Electric likes to use the term “helper motor”. A helper motor can run hard during takeoff and ascent to help bring the aircraft up to altitude, thereby reducing the burden on the combustion engines, improving overall efficiency, and reducing fuel consumption. Once at altitude, the combustion engines can take over, where they operate most efficiently.
Even without being fully electric hybrid aircraft would have surprising benefits to fuel economy, pollution, and noise. Wright Electric has estimated the potential for reducing fuel use by nearly 2/3’s, while fellow electric aircraft startup Zunum Aero indicated 40% to 80% operating savings. Zunum Aero also noted a potential 70% reduction in community noise.
More Regional Commuter Aircraft are Coming Too:
Wright electric isn’t the only one working in this space. Other startups are also pushing the industry forward and they’ve partnered with established manufacturers and airlines to help make it happen. It’s similar to the approach Tesla took early on by partnering with established companies like Daimler and Toyota, and even in their recent developments of the Semi.
Zunum Aero is another one of the leaders in the electric aircraft space, based out of the west coast near Seattle. They are developing a 12-seat hybrid-electric, with a targeted range of over 700 miles. First test flights are targeted for 2019 and commercial operation is planned for 2022 (pictured below). Their partners include Boeing and JetBlue and just last week JetSuite announced they would order up to 100 of Zunum’s hybrid aircraft.
Eviation Aircraft is an Israel based company and has great ambitions for their first aircraft named “Alice”. It will be a 9-seat 650 mile aircraft and most importantly “all-electric”. They are targeting brining it to market by 2021. Is all-electric flight on that scale possible by 2021? They’ve said the aircraft will use a 950 kWh battery and just recently signed Kokam as their battery supplier, so they seem to be serious. I hope they make it happen. Alice is gorgeous.

Zunum Aero (top), Eviation Aircraft (bottom)
Other Exciting Developments Coming Soon:
In the heavyweight division Airbus, Siemens, and Rolls-Royce have their own partnership, working together on their E-Fan X after the successful small electric E-Fan program. The E-Fan X will be a hybrid demonstrator aircraft based on the 100-seat BAe146. The first test flight is planned for 2020 and they are looking to bring a similarly sized hybrid aircraft to market sometime around 2030. Originally they were going to bring a small electric trainer based on the E-Fan to market in 2017 or 2018 but said the pace of development has set their ambitions upwards. There’s also Airbus’s subsidiary A3 which is working on a small all-electric vertical takeoff and landing aircraft.

E-Fan X
Vertical takeoff and landing aircraft are extremely interesting. They could be the biggest disrupters of all (covered in more detail in a follow up article, part 2). They too seem to be much closer than people think. For flying short distances they don’t actually need massive advancements in battery technology. Norway’s Avinor, their national aircraft operator, seems to indicate the mid 2020’s for practical operation.
Companies like Uber, Lilium, Kittyhawk, A3, and many more are developing electric aircraft capable of vertical takeoff and landing. They look more like flying cars than airplanes and that seems to be the point. These “air-taxis” are meant for hyper-local travel. Something you would hop onto downtown and take to get to across the city or to another nearby city. Lilium is a relatively new startup, founded in 2015, but has already made significant advancements in the space. They’ve already had their first full-scale test flight which is viewable below. Watching it lift off is almost magical. They brought on former Ferrari designer Frank Stephenson to head their design program and raised $90M to proceed with further development.
Lilium VTOL
Final Thoughts and Intro to Part 2
For fully electric flight a lot depends on batteries, but the technology is already finding applications in short-range, small aircraft. Increasing larger hybrid aircraft are also set to see their application in the real world in just a few years and will yield substantial benefits of their own. These moves should not be discounted. They are a prelude of what’s to come.
At this point, you may be wondering exactly what are the benefits of electric flight. That’s the focus of the second part of this article, coming out soon. They are substantial and will drive the industry forward with haste.
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.
News
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.