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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 pulls back the curtain on Cybercab mass production
Tesla’s Cybercab drives itself off the Gigafactory Texas line in a striking new production video.
Tesla has provided a first look from inside a production Cybercab as it drove itself off the assembly line at Gigafactory Texas. The video footage, posted on X, opens on the factory floor with robotic arms and assembly equipment visible through the Cybercab windshield, and follows the car through a branded tunnel marked “Cybercab”, before autonomously navigating itself to a holding lot.
The first Cybercab rolled off the Giga Texas production line on February 17, 2026, with Musk writing on X, “Congratulations to the Tesla team on making the first production Cybercab.” April marked the official shift to volume production. The Giga Texas line is being prepared to produce hundreds of units per week, with 60 units already spotted on the Gigafactory campus earlier this month.
Purpose-built for autonomy
Cybercab in production now at Giga Texas pic.twitter.com/Y9qG3KyWBa
— Tesla (@Tesla) April 23, 2026
The Cybercab was first revealed publicly at Tesla’s “We, Robot” event in October 2024 at Warner Bros. Studios in Burbank, California, where 20 pre-production units gave attendees rides around the studio lot. Musk said he believed the average operating cost would be around $0.20 per mile, and that buyers would be able to purchase one for under $30,000. The two-seat design is deliberate. Musk noted that 90 percent of miles driven involve one or two people, making a compact two-passenger vehicle the most efficient configuration for a fleet-scale robotaxi. Eliminating rear seats also removes complexity and cost, supporting that sub-$30,000 target.
Tesla’s annual production goal is 2 million Cybercabs per year once several factories reach full design capacity. The Cybercab has no steering wheel, no pedals, and relies entirely on Tesla’s vision-based FSD system. What the video shows is the first evidence of that system working not as a demo, but as a production reality, driving itself off the line and into the world.
🚗 Our first ride in Tesla Cybercab last October: pic.twitter.com/kGqIqgJPRn https://t.co/BITCXFhbVd
— TESLARATI (@Teslarati) April 22, 2025
Elon Musk
Elon Musk talks Tesla Roadster’s future
Elon Musk confirmed the Roadster as Tesla’s last manually driven car, with a debut coming soon.
During Tesla’s Q1 2026 earnings call on April 22, Elon Musk made a brief but notable comment about the long-awaited next generation Roadster while describing Tesla’s future vehicle lineup. “Long term, the only manually driven car will be the new Tesla Roadster,” he said. “Speaking of which, we may be able to debut that in a month or so. It requires a lot of testing and validation before we can actually have a demo and not have something go wrong with the demo.”
That single statement is the entire Roadster update from yesterday’s call, and while it represents another timeline shift, it comes as no surprise with Tesla heads-down-at-work on the mass rollout of its Robotaxi service across US cities, and the industrial scale production of the humanoid Optimus.
The fact that Musk specifically framed the Roadster as the last manually driven Tesla is significant on its own. As the rest of the lineup moves toward full autonomy, the Roadster becomes something rare in the Tesla-sphere by keeping the driver in control. Driving enthusiasts who buy a $200,000 supercar are not doing so to be passengers. They want the physical connection to the road, the feel of acceleration under their own input, and the experience of controlling something with that level of performance. FSD, however capable it becomes, removes that entirely. The Roadster signals that Tesla understands this distinction and is building a car specifically for the people who consider driving itself the point.
Tesla isn’t joking about building Optimus at an industrial scale: Here we go
The specs for the Roadster Musk has teased over the years are genuinely unlike anything in production. The base model targets 0 to 60 mph in 1.9 seconds, a top speed above 250 mph, and up to 620 miles of range from a 200 kWh battery. The optional SpaceX package takes it further, rumored to add roughly ten cold gas thrusters operating at 10,000 psi, borrowed directly from Falcon 9 rocket technology. With thrusters, Musk has claimed 0 to 60 mph in as little as 1.1 seconds. In a 2021 Joe Rogan interview he went further, stating “I want it to hover. We got to figure out how to make it hover without killing people.” Tesla filed a patent for ground effect technology in August 2025, suggesting the hover concept has not been abandoned. The starting price remains $200,000, with the Founders Series requiring a $250,000 full deposit. Some reservation holders placed those deposits in 2017 and are approaching a full decade of waiting.
With production now targeted for 2027 or 2028 at the earliest, the Roadster remains Tesla’s most audacious promise and its longest-running delay. But if what Musk is testing lives up to even half of what he has described, the demo alone should be worth waiting for.
Elon Musk says the Tesla Roadster unveiling could be done “maybe in a month or so.”
He said it should be an extraordinary unveiling event. pic.twitter.com/6V9P7zmvEm
— TESLARATI (@Teslarati) April 22, 2026
Elon Musk
Tesla confirmed HW3 can’t do Unsupervised FSD but there’s more to the story
Tesla confirmed HW3 vehicles cannot run unsupervised FSD, replacing its free upgrade promise with a discounted trade-in.
Tesla has officially confirmed that early vehicles with its Autopilot Hardware 3 (HW3) will not be capable of unsupervised Full Self-Driving, while extending a path forward for legacy owners through a discounted trade-in program. The announcement came by way of Elon Musk in today’s Tesla Q1 2026 earnings call.
🚨 Our LIVE updates on the Tesla Earnings Call will take place here in a thread 🧵
Follow along below: pic.twitter.com/hzJeBitzJU
— TESLARATI (@Teslarati) April 22, 2026
The history here matters. HW3 launched in April 2019, and Tesla sold Full Self-Driving packages to owners on the understanding that the hardware was sufficient for full autonomy. Some owners paid between $8,000 and $15,000 for FSD during that period. For years, as FSD’s AI models grew more demanding, HW3 vehicles fell progressively further behind, eventually landing on FSD v12.6 in January 2025 while AI4 vehicles moved to v13 and then v14. When Musk acknowledged in January 2025 that HW3 simply could not reach unsupervised operation, and alluded to a difficult hardware retrofit.
The near-term offering is more concrete. Tesla’s head of Autopilot Ashok Elluswamy confirmed on today’s call that a V14-lite will be coming to HW3 vehicles in late June, bringing all the V14 features currently running on AI4 hardware. That is a meaningful software update for owners who have been frozen at v12.6 for over a year, and it represents genuine effort to keep older hardware relevant. Unsupervised FSD for vehicles is now targeted for Q4 2026 at the earliest, with Musk describing it as a gradual, geography-limited rollout.
For HW3 owners, the over-the-air V14-lite update is welcomed, and the discounted trade-in path at least acknowledges an old obligation. What happens next with the trade-in pricing will define how this chapter ultimately gets written. If Tesla prices the hardware path fairly, acknowledges what early adopters are owed, and delivers V14-lite on the June timeline it committed to today, it has a real opportunity to convert one of the longest-running sore subjects among early adopters into a loyalty story.
Tesla pulls back the curtain on Cybercab mass production
Elon Musk talks Tesla Roadster’s future
