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Yeah, it might be old and outdated to some, but there’s no doubt it got the word out to some new Tesla followers.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 gives HW3 owners another massive update
It was an “at last” moment for HW 3 owners, who have waited for an update on the capabilities of their vehicles for some time. After CEO Elon Musk finally admitted last week that the HW3 vehicles would not be capable of unsupervised FSD, it appears Tesla is bringing a new, more transparent tone to those owners.
Tesla is giving Hardware 3 vehicle owners another massive update, the second major communication the company has given to those drivers after what seemed like years of being left out to dry.
The company, which plans to launch a Full Self-Driving version 14 iteration that is compatible with these cars, which have older chips, is now planning to expand the rollout of the v14 Lite offering to other markets, it said on X.
Tesla said:
“Following future rollout of FSD V14 Lite for HW3 vehicles in the US, we plan on expanding V14 Lite to additional international markets. This update ensures that HW3 vehicle owners will continue to benefit from ongoing software updates. Since international rollout is subject to several factors (completion of technical verification, regional adaptation & relevant regulatory approvals), we can’t provide definitive dates at the moment, but will provide updates on a rolling basis.”
This announcement comes at a critical time for HW3 owners, many of whom purchased Full Self-Driving (FSD) capability years ago with promises of ongoing support and future-proofing.
Following future rollout of FSD V14 Lite for HW3 vehicles in the US, we plan on expanding V14 Lite to additional international markets.
This update ensures that HW3 vehicle owners will continue to benefit from ongoing software updates.
Since international rollout is subject to…
— Tesla (@Tesla) April 29, 2026
HW3, introduced in 2019, powers vehicles from roughly 2019 to early 2023 models. While newer AI4 hardware has advanced rapidly, HW3 owners have felt increasingly left behind, with their last major update stuck around version 12.6 since early 2025.
It was an “at last” moment for HW 3 owners, who have waited for an update on the capabilities of their vehicles for some time. After CEO Elon Musk finally admitted last week that the HW3 vehicles would not be capable of unsupervised FSD, it appears Tesla is bringing a new, more transparent tone to those owners.
V14 Lite represents a significant optimization effort. Tesla has confirmed it will bring many core features of the full V14 release, currently running on more powerful hardware, to the more constrained HW3 platform.
Expected capabilities include improved handling of complex urban scenarios, better reverse driving, enhanced parking features, and smoother overall autonomy, albeit in a “lite” form tailored to HW3’s compute limits. Tesla’s head of Autopilot, Ashok Elluswamy, noted during the Q1 2026 earnings call that the update is targeted for late June in the U.S.
Tesla is releasing a modified version of FSD v14 for Hardware 3 owners: here’s when
The international expansion is particularly meaningful for owners in Europe, Asia, Australia, and other regions where FSD rollout has lagged due to regulatory hurdles.
Tesla emphasized that timing remains fluid, dependent on “technical verification, regional adaptation & relevant regulatory approvals.” No firm dates were provided, but the company pledged rolling updates as milestones are achieved.
This move addresses growing concerns that Tesla might abandon legacy hardware. With the recent admission that its capabilities are limited and not capable of Tesla’s grand autonomy ambitions, owners are finally in the light of truth, with more honesty being put forth as the company navigates this chapter.
For Tesla, keeping HW3 relevant strengthens customer loyalty and protects the value of older vehicles. It also buys time as the company pushes toward broader regulatory approvals and unsupervised autonomy on newer platforms.
While V14 Lite isn’t the full unsupervised experience once promised, it delivers tangible improvements and signals that HW3 owners are not being forgotten.
As Tesla continues its rapid AI and autonomy evolution, this update underscores a key principle: software can breathe new life into existing hardware. For tens of thousands of HW3 drivers worldwide, V14 Lite could mark the beginning of a renewed era of confidence in their vehicles.
Elon Musk
SpaceX Board has set a Mars bonus for Elon Musk
SpaceX has given Elon Musk the goal to put one million people on Mars.
SpaceX’s board approved a compensation plan for Elon Musk that ties his pay directly to colonizing Mars and building data centers in outer space. The details surfaced this week after Reuters reviewed SpaceX’s confidential registration statement filed with the Securities and Exchange Commission, making it one of the first concrete looks inside the company’s financials ahead of a public offering.
The pay package will reportedly award Musk 200 million super-voting restricted shares if the company hits a market valuation milestone, with the most ambitious targets going further. To unlock the full award, SpaceX would need to reach a $7.5 trillion valuation and help establish a permanent human settlement on Mars with at least one million residents. Additional incentives are tied to developing space-based computing infrastructure capable of delivering at least 100 terawatts of processing power.
SpaceX wins its first MARS contract but it comes with a catch
Long before SpaceX filed anything with the SEC, Elon Musk had already spent years framing Mars colonization as an insurance policy against human extinction. The philosophy traces back to at least 2001, when Musk first began researching Mars missions independently, before SpaceX even existed. By 2002 he had founded the company with Mars as the stated long-term goal.
In a 2017 presentation at the International Astronautical Congress, Musk outlined the specific vision that still underpins SpaceX’s architecture today. He described a self-sustaining city on Mars requiring roughly one million people to become viable, the same number now written into his compensation package.
SpaceX’s Starship, still in active development, was designed from the ground up to support the eventual colonization of Mars. Musk has stated publicly that getting the cost per ton to Mars below $100,000 is necessary to make mass migration economically feasible. Everything from Starship’s payload capacity to its full reusability targets flows from that single constraint. One can say that Musk’s latest compensation package has put a formal valuation on Mars for the first time.
SpaceX is targeting an IPO around June 28, Musk’s birthday, at a valuation of approximately $1.75 trillion. Between the Mars rover contract, the Golden Dome software group, Space Force satellite launches, and now a pay structure built around interplanetary colonization, SpaceX has become the single most consequential contractor in American space and defense. The IPO will put a public price tag on all of it for the first time.
Earlier this week, we wrote a story on how Tesla is launching a new Supercharging Queue system to mitigate problems between drivers when there is a wait to charge.
Rather than potentially having people end up in a physical conflict, Tesla’s approach is to determine who is next to charge based on geographic data.
Tesla launches solution to end Supercharger fights once and for all
But some companies, notably Tesla’s biggest rival in China, BYD, are taking a different approach, focusing on charging speeds rather than how they will manage delays.
BYD’s approach, especially with its tests of ultra-fast “Flash Charging” technology, is to eliminate the length of a charging session. At the heart of this strategy is BYD’s second-generation Blade Battery paired with 1,500-kW Flash Chargers.
Real-world FLASH Charging in action.
⚡ 10% → 70% in 5 minutes
⚡ 10% → 97% in 9 minutesIntroducing BYD’s 2nd Generation Blade Battery + FLASH Charging Technology.
20,000 stations will bring faster, safer, and smarter EV charging across China by the end of 2026. pic.twitter.com/uzQC8q1xGf
— BYD (@BYDCompany) March 9, 2026
Unveiled earlier this year, the system charges compatible vehicles from 10 percent to 70 percent state of charge in just five minutes and from 10 percent to 97 percent in nine minutes.
Real-world demonstrations on models like the Yangwang U7 and Denza Z9 GT have shown the tech delivering roughly 250 miles (400 kilometers) of range in just five minutes. This would essentially match or beat the time it takes to fill a gas tank.
Sometimes, gas pumps get congested, and there are lines. You rarely see conflicts at pumps because filling up a tank rarely takes more than five minutes.
Tesla’s fastest Supercharger build currently is the v4, which can deliver up to 325 kW for Cybertruck and 250 kW for other models, but there are “true” sites that are capable of up to 500 kW. This enables speeds of up to 1,000 miles per hour, or 1,400 miles for 350 kW-capable vehicles.
The breakthrough stems from BYD’s vertically integrated ecosystem: a new 1,000-volt architecture, 10C charging rates, and proprietary silicon-carbide chips that minimize internal resistance while protecting battery health.
The company plans to install 20,000 Flash Charging stations across China by the end of 2026, with thousands already operational and global expansion eyed for Europe and beyond later this year.
Early rollout targets popular models, including upgrades to high-volume sellers like the Seal and Sealion series, bringing five-minute charging to mainstream prices around 100,000 yuan (about $14,000).
This approach contrasts sharply with Tesla’s software solution. Tesla’s Virtual Queue uses geofencing and the app to assign turns at crowded sites, addressing driver disputes and idle time. It’s a clever fix for today’s network realities.
Yet, BYD’s philosophy is simpler: make charging so fast that waits barely exist. A five-minute stop becomes as convenient as a gas-station visit, reducing station dwell time, easing grid strain, and lowering range anxiety for long trips.
For consumers, the difference is potentially tangible. They’ll spend more time driving and less time parked. It is just another way Tesla and BYD are pushing one another to improve the overall experience of EV ownership.
Tesla gives HW3 owners another massive update
SpaceX Board has set a Mars bonus for Elon Musk
