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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.
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Tesla Cybercab display highlights interior wizardry in the small two-seater
Photos and videos of the production Cybercab were shared in posts on social media platform X.
The Tesla Cybercab is currently on display at the U.S. Department of Transportation in Washington, D.C., and observations of the production vehicle are highlighting some of its notable design details.
Photos and videos of the production Cybercab were shared in posts on social media platform X.
Observers of the Cybercab display unit noted that the two-seat Robotaxi provides unusually generous legroom for a vehicle of its size. Based on the vehicle’s video, the compact two-seater appears to offer more legroom than Tesla’s larger vehicles such as the Model Y, Model X, and Cybertruck.
The Cybercab’s layout allows Tesla to dedicate nearly the entire cabin to passengers. The vehicle is designed without a steering wheel or pedals, which helps maximize interior space.
Footage from the display also highlights the Cybercab’s large center screen, which is positioned prominently in front of the passenger bench. The display appears intended to provide entertainment and ride information while the vehicle operates autonomously.
Images of the vehicle also show an additional camera integrated into the Cybercab’s C-pillar. The extra camera appears to expand the vehicle’s field of view, which would be useful as Tesla works toward fully unsupervised Full Self-Driving.
Tesla engineers have previously explained that the Cybercab was designed to be highly efficient both in manufacturing and in operation. Cybercab Lead Engineer Eric E. stated in 2024 that the Robotaxi would be built with roughly half the number of parts used in a Model 3 sedan.
“Two seats unlocks a lot of opportunity aerodynamically. It also means we cut the part count of Cybercab down by a substantial margin. We’re gonna be delivering a car that has roughly half the parts of Model 3 today,” the Tesla engineer said.
The Tesla engineer also noted that the Cybercab’s cargo area can accommodate multiple golf bags, two carry-on suitcases, and two full-size checked bags. The trunk can also fit certain bicycles and a foldable wheelchair depending on size, which is quite impressive for a small car like the Cybercab.
Elon Musk
Elon Musk’s xAI wins permit for power plant supporting AI data centers
The development was reported by CNBC, citing confirmation from the Mississippi Department of Environmental Quality (MDEQ).
Mississippi regulators have approved a permit allowing Elon Musk’s artificial intelligence company xAI to construct a natural gas power plant in Southaven. The facility is expected to support the company’s expanding AI infrastructure tied to its Colossus data center operations near Memphis.
The development was reported by CNBC, citing confirmation from the Mississippi Department of Environmental Quality (MDEQ).
According to the report, regulators “voted to approve the permit” of xAI subsidiary MZX Tech LLC to construct a power plant featuring 41 natural gas-burning turbines “after careful consideration of all public comments and community concerns.”
The Mississippi Department of Environmental Quality stated that the permit followed a regulatory review process that included public comments and community input. Jaricus Whitlock, air division chief for the MDEQ, stated that the project met all applicable environmental standards.
“The proposed PSD permit in front of the board today not only meets all state and federal permitting regulations, but goes above and beyond what is required by law. MDEQ and the EPA agree that not a single person around our facilities will be exposed to unhealthy levels of air pollution,” Whitlock stated.
The planned facility will help provide electricity for xAI’s AI computing infrastructure in the Memphis region.
The Southaven project forms part of xAI’s efforts to scale computing capacity for its artificial intelligence systems.
The company currently operates two major data centers in Memphis, known as Colossus 1 and Colossus 2, which provide computing power for xAI’s Grok AI models. xAI is also planning to build another large data center in Southaven called Macrohardrr, which would be located in a warehouse previously used by GXO Logistics.
Large-scale AI training requires substantial computing power and electricity, prompting technology companies to develop dedicated energy infrastructure for their data centers.
SpaceX President Gwynne Shotwell previously stated that xAI plans to develop 1.2 gigawatts of power capacity for its Memphis-area AI supercomputer site as part of the federal government’s Ratepayer Protection Pledge. The commitment was announced during an event with United States President Donald Trump.
“As part of today’s commitment, we will take extensive additional steps to continue to reduce the costs of electricity for our neighbors. xAI will therefore commit to develop 1.2 GW of power as our supercomputer’s primary power source. That will be for every additional data center as well. We will expand what is already the largest global Megapack power installation in the world,” Shotwell said.
“The installation will provide enough backup power to power the city of Memphis, and more than sufficient energy to power the town of Southaven, Mississippi where the data center resides. We will build new substations and invest in electrical infrastructure to provide stability to the area’s grid.”
Elon Musk
Tesla China teases Optimus robot’s human-looking next-gen hands
The image was shared by Tesla AI’s account on Weibo and later reposted by Tesla community members on X.
A new teaser shared by Tesla’s China team appears to show a pair of unusually human-like hands for Optimus.
The image was shared by Tesla AI’s account on Weibo and later reposted by Tesla community members on X.
As could be seen in the teaser image, the new version of Optimus’ hands features proportions and finger structures that look strikingly similar to those of a human hand. Their appearance suggests that they might have dexterity approaching that of a human hand.
If the image reflects a new generation of Optimus’ hands, it could indicate Tesla is continuing to refine one of the most critical components of its humanoid robot.
Hands are widely viewed as one of the most difficult engineering challenges in robotics. For Optimus to perform complex real-world work, from manufacturing tasks to household activities, its hands would need to be the best in the industry.
Elon Musk has repeatedly described Optimus as Tesla’s most important long-term product. In posts on social media platform X, Musk has stated that Optimus could eventually become the first real-world Von Neumann machine.
In theory, a Von Neumann machine is a self-replicating system capable of building copies of itself using available materials. The concept was originally proposed by mathematician John von Neumann in the mid-20th century.
“Optimus will be the first Von Neumann machine, capable of building civilization by itself on any viable planet,” Musk wrote in a post on X.
If Optimus is expected to carry out complex work autonomously in the future, high levels of dexterity will likely be essential. This makes the development of advanced robotic hands a key step towards Musk’s long-term expectations for the product.
Tesla Cybercab display highlights interior wizardry in the small two-seater
Elon Musk’s xAI wins permit for power plant supporting AI data centers
