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Tesla Tequila is Elon Musk’s latest proof that advertising isn’t necessary
Tesla makes cars, big batteries, solar panels, and now tequila. But the few hours that the most recent product on that list was available shows that advertising isn’t needed to create brand loyalty or a strong consumer base. Instead, Tesla creates a great series of electric cars and sustainable energy systems. Pair that with an innovative CEO that people believe in, and you can sell basically anything: Just ask Tesla, or the Boring Company, for that matter.
After years of teasing a high-quality, agave-based liquor known as tequila that would dawn the electric car company’s name, Tesla Tequila finally hit the shelves after two and a half years of anticipation. It didn’t last long, though, as the $250 + tax bottle of booze that was shaped like a lightning bolt wasn’t available for more than a few hours. A company that has never made tequila, or any drinks for that matter, and spends 99.999999% of its time trying to figure out the world’s transition to sustainable energy sold out of its first batch in a relatively short period of time.
Tesla Tequila sold out in just a few hours, no advertising needed.
Not knowing the quality of the booze they were buying, nor whether it would be available again, Tesla fans flocked to the company’s shop and bought up to two bottles per person. Disappearing in a few hours, Tesla hasn’t stated whether a second batch will become available. But if you didn’t get one, bottles are still being sold on eBay for more than they were originally worth. But don’t expect it to have tequila inside.
Tesla has managed to sell a product that isn’t a car or a battery, all by Elon Musk making an April Fool’s joke two years ago. It is the latest testament to the company’s strange and unorthodox advertising campaign. The thing is: it’s only strange if it doesn’t work. And besides, that money is going toward product development, which is more important to the company’s future, anyway.
But it did work, and it isn’t the first time. In January 2018, Musk’s Boring Company sold 20,000 Flamethrowers for $500 apiece. Selling out in a few days, Musk vowed on the Joe Rogan Experience that they’ll never make more of them and that it was a horrible idea. “You shouldn’t buy one. I said, ‘Don’t buy this Flamethrower. Don’t buy it.”
But people bought it, and they bought them quickly. It isn’t a secret why, either. Flamethrowers are cool, they were limited edition, and they were something that was thought up by Musk, and fans wanted every part of it.
But on a more serious note, the same thing is going on with Tesla’s actual products. While the company has a concerted effort to create a massive volume of electric cars and energy storage systems, Tesla is working on expanding its production capabilities to keep up with demand. The Tesla Tequila and the Flamethrower are novelty items. However, these cars will keep the Earth free of fossil fuels and massive batteries that will keep energy available for outage occurrences.
The automaker is opening new production facilities in the United States and Europe and trying to solve the challenges that come with manufacturing. It turns out that electric cars are gaining momentum over their gas-powered counterparts, and Tesla didn’t need to buy any airtime or cool social media ads to convince people to drive their cars.
It all comes down to creating a product that people believe in. If you can build a solid base of customers who believe in the mission, you can sell anything. Advertising isn’t necessary, and Elon Musk and Tesla have recognized that.
Tesla Cybercab stands to gain from new rules that the Trump Administration is aiming to enforce on autonomous vehicles. On Thursday, NHTSA, under the Trump Administration’s U.S. Department of Transportation, commenced rulemaking on the Federal Motor Vehicle Safety Standards (FMVSS).
This effort aims to eliminate the mandate for manual brake pedals in vehicles that are designed to be driven exclusively by automated driving systems. This would impact the Tesla Cybercab, which the company has stated would operate without a steering wheel or pedals.
Tesla Cybercab launch is imminent after latest sighting at Giga Texas
The Trump Administration is looking to revise FMVSS No. 135, which requires standard braking systems on light-duty vehicles.
Currently, the regulation requires light-duty cars to use traditional manual braking systems that allow operators to slow the vehicle. With the advent of self-driving in the U.S., these regulations need updating, and these are the changes that could come to FMVSS No. 135:
- Removes requirements for hand- or foot-operated brake controls for vehicles designed never to be operated by a human. Existing rules still apply to AVs that retain manual controls.
- All subject vehicles must still meet the same stopping distance performance criteria via alternative testing procedures.
- While this update ensures AVs can physically stop when commanded, NHTSA is separately developing safety performance requirements for AVs in real-world driving scenarios.
- NHTSA will continue to use its broad defect enforcement authority to investigate unsafe ADS behavior and oversee recalls.
As autonomy becomes a greater part of passenger travel, these types of rule adjustments will be more than reasonable. It will give manufacturers the ability to self-certify their vehicles and avoid any red tape that could ultimately delay the deployment of these vehicles.
Administrators are also incredibly excited about the opportunity to play a role in the advancement of self-driving vehicles.
“We are at the cusp of the greatest technological revolution in vehicle technology since the innovation of the Model T,” NHTSA Administrator Jonathan Morrison said. “If we want America to lead the way, we have to reimagine our regulatory framework. That’s why under Secretary Sean Duffy’s AV Framework, NHTSA is tearing down pointless barriers to innovative designs while strengthening the fundamental safety requirements that matter and holding AV developers accountable for safe performance.”
The Cybercab entered mass production at Gigafactory Texas in April. Tesla ultimately plans to push the vehicle into its Robotaxi fleet, potentially when frameworks like these are established.
Tesla plans to boost production at its Gigafactory Berlin plant in Germany following a sharp rebound in sales and demand in Europe after a softer 2025.
The plans put Tesla in a better position to compete with strengthening companies in Europe and potentially other markets; demand indicators show Tesla is much better off than in 2025.
Last year was a tough year for Tesla in terms of overall demand in Europe. The company produced over 200,000 vehicles at the German plant last year, a soft figure compared to the 375,000 vehicles Tesla lists as its current capacity at the factory.
🚨 Tesla said this morning it will ramp up production at Gigafactory Berlin to a volume of 7,500 vehicles per week.
This is a 20 percent boost in production. Tesla will hire 1,000 new employees to help with the increase.$TSLA pic.twitter.com/kravKfRO5n
— TESLARATI (@Teslarati) June 25, 2026
Tesla’s overall European sales dropped significantly last year due to a variety of factors. However, sales are rebounding, and demand is strong once again, and only getting stronger. Tesla is now planning to bump production of Model Y vehicles at Giga Berlin upward by about 20 percent. It will also bring 1,000 new jobs to the plant.
Tesla confirmed the details of its planned production expansion in Germany this morning. It is a strategy to keep up with strengthening demand.
In Q1, Tesla saw a record 61,000 vehicles produced at Giga Berlin. European registrations rebounded sharply, with Model Y seeing 117 percent increases in March 2026 compared to last year. Germany alone saw stark increases, with a quadrupling in registrations to 9,252 units.
This trend continued in other key European markets, including France, Denmark and Sweden. Tesla registrations were up over 46 percent in some of these markets, and Model Y continued its trend as a top BEV in the market.
Demand has been recovering strongly in 2026, giving Tesla a reason to expand production efforts at the factory. These increases signal management’s confidence in sustained or growing European pull for Berlin-built vehicles.
Tesla is being sued by the family of the woman who was killed in a Texas crash involving a Model 3. The driver, who is also being sued, claimed the vehicle was operating on Autopilot mode, but Tesla executives have come out challenging that claim, stating that the driver of the vehicle overrode the system.
The lawsuit was filed by 76-year-old Martha Avila’s daughter and her husband, who allege a “design defect” involving a Tesla and a failure to warn. The suit alleges negligence against Tesla and the driver, Michael Butler.
Butler “stated he was operating with an automated driving assistance system engaged at the time of the crash,” the Harris County Sheriff’s Office said in a statement. He showed no signs of intoxication and was cooperative, the Sheriff’s Office said, according to NBC News.
Just after reports of the crash and numerous headlines that immediately blamed Tesla’s Autopilot suite, both Tesla CEO Elon Musk and Head of AI Ashok Elluswamy challenged that. Musk said the crash made “no sense” given that Tesla Autopilot and Full Self-Driving do not travel at the speeds the door cameras captured the car traveling at, which Tesla says was 73 MPH.
Tesla finally clarifies fatal Texas crash, confirms driver manually overrode acceleration
Elluswamy also revealed that Tesla data showed Butler overrode the system by pressing the accelerator to 100%, and that the pedal was compressed fully even after the car had crashed. Tesla has not released this data to the public, likely because it is communicating with agencies like the NHTSA on an investigation.
The suit uses a Washington Post analysis of government data that “identified at least 17 fatal incidents linked to Tesla Autopilot.”
This is far from the first time an accident has been blamed on Autopilot. A fatal crash in Texas was blamed on Autopilot several years ago, but when Tesla released data to the NTSB, which was investigating the crash, Autopilot was not available where the crash occurred, and Autosteer was never enabled, meaning the car was manually controlled at the time of the accident.
“Application of the accelerator pedal was found to be as high as 98.8 percent,” the NTSB said in their findings. The highest recorded speed in the five seconds leading up to the impact was 67 miles per hour. The area where the crash occurred is residential, and Texas State laws… pic.twitter.com/XGD97NHVZ2
— TESLARATI (@Teslarati) March 18, 2026
More information on the accident will be released as Tesla works with agencies to find the cause of the crash. From personal experience, it is hard to imagine Tesla Autopilot or FSD operating in this manner. It drives sometimes too cautiously in residential areas in parking lots, at least in my experience. Speeding happens, but at this rate in this type of area, it is hard to believe.
We look forward to more details being released with time.
Tesla Cybercab stands to gain from new Trump autonomy rules
Tesla plans production boost at Giga Berlin following rebound in Europe
