Tesla has never run commercials, and it doesn’t have a Public Relations or Advertising Department. Evidence over the years suggests that it doesn’t need one as the company’s products, events, and uncommonly vocal CEO Elon Musk have shown that spending money on commercials is overrated. Instead, they’ve let the company do its own talking, and despite not spending a dollar on ads, it’s arguably the most talked-about car company on the planet.
Before I wrote about electric cars for a living and considered myself an “EV enthusiast,” I knew that other electric cars existed. There’s a BMW i3 that I see on a daily basis on my daily commute to the gym, there’s a Chevy Bolt owner in my neighborhood, and there were a handful of Teslas around. Now, Teslas dominate my area, despite the fact that the company has never spent any money on advertising its products. I know I’ve seen Chevy Bolt and BMW i3 commercials on several occasions, but nobody talks about them.
From Elon Musk’s Twitter feed to rapper Yung Gravy’s hit single “Whip a Tesla,” there are plenty of ways Tesla has received the spotlight of the public eye through the years. Here are a few of the ones that I feel are the best example of how powerful Tesla’s PR machine is, even though it uses that money to continue developing its products.
1. The Tesla Model X “Dance”
While this one is extremely old and worn-out, it was usually the first thing I showed people who didn’t know what a Tesla is. It’s a flashy, flamboyant, fun Easter Egg that has the Model X dancing to the Trans Siberian Orchestra, and it’s an extremely annoying feature, according to several long-time Tesla owners who I keep in touch with. Despite its overuse by Tesla’s newcomers, it’s still a feature that spread throughout the internet like wildfire. It was a combination of inventiveness and Elon Musk’s bold sense of humor, and it undoubtedly gets the attention of many people who have no clue what is so special about Tesla vehicles.
Yeah, it might be old and outdated to some, but there’s no doubt it got the word out to some new Tesla followers. Rarely used in the wild anymore, it was recently used in China to attract college grads to consider working for the company.
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2. Elon Musk’s Twitter Feed
From Tesla stock synopses to product release details, to updates to Tesla’s lineup, Elon Musk’s Twitter feed is a legendary PR tool for the automaker. It’s free to create a Twitter, and Elon Musk uses it for literally any reason he can. His over 55 million Twitter followers feast at nearly every Tweet he writes, and the main difference for me is the responses he receives.
Musk is a comical man, someone who holds a great sense of humor and a light-heartedness that only a few people in his stressful position would be able to display. While most professional athletes attract responses from fans and foes who are interested in the sport they play, Musk attracts attention from nearly everyone from every walk of life. While you can usually expect some to share their newest memes, looking for approval from the unequivocal Lord of Memes, most commonly there are questions from Tesla owners and fans who are interested in when the next big development will be released.
Musk gains around 1 million new followers every week, according to his profile on Social Blade, A million extra sets of eyes feast upon his Tweets every night, whether they deal with automotive or his other projects, or his recent dive into Cryptocurrency, they attract massive attention from everyone in every corner of the World.
3. The Cybertruck Broken Glass Episode
During the 2019 unveiling of the Tesla Cybertruck, a demonstration of the vehicle’s durability was underway. First, Tesla’s Cheif Designer Franz von Holzhausen slammed a sledgehammer into the driver’s side door of the all-electric pickup. With no dents, dings, or imperfections to be found, the next part of the demonstration would reveal the nearly impossible to break Cybertruck glass, and it would solidify Tesla’s nearly indestructible vehicle.
Except the glass broke.
And for weeks and weeks, and months even, video of the Cybertruck’s glass breaking plagued the internet. For most companies, it would have been an embarrassing episode of a PR nightmare that would need massive amounts of explaining. Instead, Tesla used it to expand the brand.
Yup. Sledgehammer impact on door cracked base of glass, which is why steel ball didn’t bounce off. Should have done steel ball on window, *then* sledgehammer the door. Next time …
— Elon Musk (@elonmusk) November 25, 2019
Tesla created the Cybertruck glass shirt for its store, which simply had the dinged-up glass put on the front of a black t-shirt. Not shying away from the event, Tesla used the cards it was dealt, and it was really incredible how something that would derail a product unveiling for something that claimed to be so strong and robust was used to continue the public’s awareness of the Cybertruck.
Only Tesla.
There’s three of my favorite examples of Tesla’s PR brilliance. Of course, there are plenty more, including one that occurred last weekend with UFC Lightweight Beneil Dariush.
Be sure to let me know what your favorite examples of Tesla’s PR are!
I use this newsletter to share my thoughts on what is going on in the Tesla world. If you want to talk to me directly, you can email me or reach me on Twitter. I don’t bite, be sure to reach out!
News
Tesla launches amazing new feature for shared vehicles
Tesla has quietly introduced one of its most practical software features yet in update 2026.8: real-time visibility of the active driver profile directly in the Tesla mobile app. Available under the Security & Drivers section, this new tool lets owners see exactly who is behind the wheel or who last drove the vehicle.
Tesla is launching an amazing new feature for shared vehicles, giving owners more transparency when they choose to have a Tesla ownership experience with another driver.
This is one of the many advantages of having a Tesla. New features are constantly rolled out through software updates and Over-the-Air fixes, which download directly to the car with an internet connection.
Tesla has quietly introduced one of its most practical software features yet in update 2026.8: real-time visibility of the active driver profile directly in the Tesla mobile app. Available under the Security & Drivers section, this new tool lets owners see exactly who is behind the wheel or who last drove the vehicle.
The feature works seamlessly. While the car is driving, the app displays the name of the currently selected driver profile in real time.
When the vehicle is parked or asleep, it shows the last active profile.
Requiring both the 2026.8 vehicle software and the latest Tesla app, the update brings this capability to every model in the lineup, including legacy Model S and Model X vehicles, which are unfortunately being phased out of the company lineup later this year.
Tesla makes latest move to remove Model S and Model X from its lineup
The feature was first reported on by Not a Tesla App.
Tesla driver profiles have always excelled at personalization, automatically adjusting seat positions, mirrors, steering wheel height, climate settings, navigation recents and favorites, and media preferences.
These profiles link to specific phone keys for automatic activation and support PIN protection for privacy and security. Restricted profiles for teens can also limit speed or features.
This feature shines brightest in single-car households with multiple drivers. Families, couples, and roommates frequently share one Tesla, leading to constant adjustments and questions about settings. Now, a quick app check reveals the current profile, allowing users to anticipate seat configurations or confirm usage without entering the vehicle.
Tesla’s cloud-synced driver profiles to bring custom settings across multiple cars
Parents particularly benefit: they can verify that teens are driving under their assigned (and possibly restricted) profiles, adding a layer of safety oversight and peace of mind. Teslas are already so incredibly safe that many parents dream of putting their kids in one.
Two kids around the same age could now share a Tesla, and this feature would make that effort, which is likely to be a difficult one at times, more seamless.
Beyond convenience, it promotes accountability and reduces everyday friction. No more manual profile switching or arguments over mirror positions. Before approaching the car, anyone can check the app and know exactly what to expect, no more wasted minutes readjusting everything.
In multi-driver setups, it transforms the shared EV into a truly intelligent, user-aware machine that respects individual preferences while keeping the primary owner informed.
Tesla’s commitment to over-the-air updates continues to enhance ownership value years after purchase.
This small but significant addition highlights how software can solve real-world problems in multi-user environments, making Tesla vehicles more family-friendly and practical than ever. For the millions of owners sharing a single car, the 2026.8 update delivers transparency, time savings, enhanced safety, and effortless personalization. It is a great new feature that is rolling out to vehicles now.
Elon Musk
Elon Musk’s TERAFAB project: Everything you need to know
The CEO has hinted heavily for several quarters that it would probably need to produce its own computing power to stay up to speed on the demand it is facing for its projects. It is now taking matters into its own hands.
On Sunday, Elon Musk formally made TERAFAB official—a groundbreaking $20-25 billion joint venture uniting Tesla, SpaceX, and xAI, three of the world’s richest man’s most significant and powerful ventures.
Musk described the project as “the most epic chip building exercise in history by far.”
Elon Musk launches TERAFAB: The $25B Tesla-SpaceXAI chip factory that will rewire the AI industry
The initiative aims to produce over one terawatt of AI compute annually, dwarfing the global industry’s current output of roughly 20 gigawatts per year. Musk framed the effort as “the next step towards becoming a galactic civilization,” positioning it as essential for scaling humanity into a multi-planetary species.
The Need for TERAFAB
Existing chip suppliers such as TSMC, Samsung, and Micron cannot expand quickly enough to meet the explosive demand for AI hardware.
We’re building TERAFAB to close the gap between today’s chip production & the future’s demand – a future among the stars.
Join us → https://t.co/512DIlqNgY pic.twitter.com/ATr0e0pRDJ
— SpaceX (@SpaceX) March 22, 2026
Musk explained the situation clearly:
“We’re very grateful to our existing supply chain… but there’s a maximum rate at which they’re comfortable expanding. We either build the Terafab or we don’t have the chips, and we need the chips, so we build the Terafab.”
The CEO has hinted heavily for several quarters that it would probably need to produce its own computing power to stay up to speed on the demand it is facing for its projects. It is now taking matters into its own hands.
Chip Types and Production Goals
The facility will manufacture two specialized chip families, according to the presentation:
- Edge-inference AI5 and AI6 processors optimized for Tesla’s Optimus humanoid robots and Full Self-Driving systems in vehicles and Robotaxis
- High-power D3 chips hardened for space environments
Musk outlined annual output targets, which are between 100 and 200 gigawatts of terrestrial compute for robotics, supporting Musk’s vision of producing 1-10 billion Optimus units per year, and the majority (80%) of chips dedicated to orbital AI data centers. Overall, TERAFAB aims to produce 100-200 billion custom AI and memory chips each year.
Scale and Strategy
The size of the TERAFAB project will be remarkable, as Musk indicated after the presentation that the entire Gigafactory Texas campus would not be large enough to fit the needs of the project. In fact, Musk said it would be around 100 million square feet in size, the equivalent of 15 Pentagons or three Central Parks.
Yes, the one in New York City.
Construction will begin with an “advanced technology fab” on the Giga Texas campus in Austin, enabling rapid iteration: design a chip, fabricate lithography masks, produce and test wafers, all within days.
However, the full-scale TERAFAB requires thousands of acres and over 10 gigawatts of power, far exceeding what Giga Texas can accommodate. Musk stated:
“We couldn’t possibly fit the Terafab on the GigaTexas campus. It will be far bigger than everything else combined there.”
Multiple large sites are currently under consideration, but this will need a sprawling land mass to get started.
The sheer scale of TERAFAB is going to be insane.
Elon said it wouldn’t be suitable for anywhere on Giga Texas property because it’s too big:
“We couldn’t possibly fit the Terafab on the GigaTexas campus. It will be far bigger than everything else combined there.
Several… pic.twitter.com/79GbhNNuf4
— TESLARATI (@Teslarati) March 23, 2026
Key Applications
TERAFAB will be a crucial part of the development of some of Tesla’s most valuable projects, including Optimus and data center development, especially from an orbital standpoint. For that reason, we will break this down into Terrestrial and Orbital applications:
- Terrestrial: Powers autonomous vehicle fleets and billions of Optimus robots performing physical labor
- Orbital: Starship will launch massive AI satellite constellations, starting with 100-kilowatt “Mini” units, and scaling to larger Megawatt models, creating the world’s largest data center in low-Earth orbit.
Space-based advantages include five times greater solar irradiance, efficient vacuum heat rejection, and freedom from terrestrial grid constraints (U.S. electricity generation totals just 0.5 terawatts). Musk emphasized the principle:
“Quantity has a quality all its own.”
We wrote about SpaceX’s recent filing with the FCC for 1 million orbital data center plans.
Strategic Vision
TERAFAB represents vertical integration at an unprecedented scale, combining AI hardware, robotics, and orbital infrastructure.
Musk described the project as “the final missing piece of the puzzle.” With production ramping toward 2027, TERAFAB is set to accelerate an era of abundance, transforming science fiction into reality and positioning Musk’s companies at the forefront of galactic-scale innovation.
Elon Musk
Elon Musk offers to pay TSA salaries as government shutdown leaves agents without paychecks
Elon Musk offered to personally cover TSA salaries as the DHS shutdown deepens travel chaos nationwide.
Elon Musk says that he is willing to personally cover the salaries of Transportation Security Administration (TSA) workers caught in the crossfire of a partial government shutdown that has now dragged on for over a month. “I would like to offer to pay the salaries of TSA personnel during this funding impasse that is negatively affecting the lives of so many Americans at airports throughout the country,” Musk wrote.
I would like to offer to pay the salaries of TSA personnel during this funding impasse that is negatively affecting the lives of so many Americans at airports throughout the country
— Elon Musk (@elonmusk) March 21, 2026
The offer arrives as Congress let funding expire for the Department of Homeland Security on February 14, amid a disagreement over immigration enforcement, leaving most TSA employees classified as essential and on duty but working without pay. The timing could not be more disruptive, as the shutdown is colliding directly with spring break travel season when millions of Americans are in the air.
This is not the first time TSA workers have endured this kind of hardship. TSA agents are being asked to work without pay until congressional action unblocks their paychecks, having previously held out through the longest government shutdown in U.S. history at 43 days. The pattern reveals a systemic failure in how Congress funds critical security infrastructure, and Musk’s offer shines a spotlight on that recurring failure at a moment when the public is directly feeling its effects through long lines and terminal closures.
Whether Musk can legally follow through remains unclear, as federal law generally prohibits government employees from receiving outside compensation related to their official duties.
Tesla launches amazing new feature for shared vehicles
Elon Musk’s TERAFAB project: Everything you need to know
