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Tesla may underpromise and overdeliver with the Model 3 Highland in the US
Tesla has not really “underpromised and overdelivered” since it started deliveries of the Model Y crossover earlier than expected in March 2020. At the time, Tesla had maintained that Model Y deliveries were due in Fall 2020. This same thing may be happening with the upgraded Model 3, better known in EV circles as the Model 3 Highland, in the United States.
The upgraded Tesla Model 3’s Rear Wheel Drive (RWD) and All Wheel Drive (AWD) versions were unveiled in late August 2022, but it soon became evident that the vehicle would only be available in territories that are supplied by Gigafactory Shanghai. The United States, which gets its Model 3 sedans from the Fremont Factory, still received the previous generation Model 3.
Reports also emerged then that the United States would not be getting the Model 3 Highland for a notable amount of time. Optimistic predictions from Tesla watchers suggested a release date for the upgraded vehicle sometime in 2024, while those who were more conservative suggested that the Model 3 Highland could arrive in the US even later. As of late, however, it is starting to seem that Tesla may be ready to release the upgraded Model 3 sooner than expected.
Sunnyvale, CA ? pic.twitter.com/FbRhvuutlV— Sawyer Merritt (@SawyerMerritt) January 7, 2024
Over the past weeks, sightings of fully uncovered Model 3 Highland vehicles have been reported on social media. The vehicles are quite unique, as they feature a Tesla badge written in Chinese characters, making them seem like they were produced at Giga Shanghai. Observations of the Model 3 Highland units’ VINs suggested that the cars were produced in the Fremont Factory, however. Interestingly enough, some of the upgraded Model 3 units were marked as engineering vehicles.
?NEW YEAR NEW FREMONT MODEL 3 ?
This refresh Tesla Model 3 was spotted with Shanghai badges but the VIN shows it was built in Fremont (F factory designation).
Maybe we will see deliveries in Q1 as called by @Scobleizer. https://t.co/D5j4zwXe31 pic.twitter.com/mFUNeD35pj— Matthew Donegan-Ryan (@MatthewDR) January 1, 2024
What is immediately noticeable from the vehicles that have recently been spotted in the United States is the fact that they are already very finely made. This suggests that if the vehicles are indeed manufactured in the Fremont Factory, the facility is already producing upgraded Model 3 units that are ready for customer deliveries. If this were indeed the case, it would not be surprising if customer deliveries of the Model 3 Highland in the United States start earlier than expected, perhaps as early as Q1 2024.
Tesla Model 3 Highland full walk around. I saw this today at the Firebaugh supercharger. #tesla #tsla #model3 #fyp #viral #cybertruck #teslacybertruck pic.twitter.com/Vi7h3u0FIf— Tesla Owners Silicon Valley (@teslaownersSV) December 29, 2023
A hint at such a timeline may have been dropped by Tesla in late November. At the time, Tesla Australia chief engineer and Model 3 program veteran Daniel Ho reportedly remarked that a revamped Model 3 Performance would make its way to Australia in the first half of 2024. The comments suggested that serious developments could be expected in the Model 3 program in early 2024. One of these may very well be the start of the revamped vehicle’s production at the Fremont Factory.
Tesla has been accused of overpromising and underdelivering as of late. Elon Musk’s FSD promises have proven inaccurate time and time again; the Model S Plaid+ was canceled before it was released; the next-generation Roadster is still nowhere to be found; the Semi is still not ramped; progress on Giga Nevada’s expansion and Giga Mexico has been practically nonexistent; and the Cyberbeast’s range is significantly lower than expected despite its notable price hike. If Tesla manages to release the Model 3 Highland earlier than expected in the United States, it could prove that the company can still exceed expectations, especially when it quietly executes on its goals.
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Tesla recently received its largest order for the all-electric Semi from Einride, a Swedish transport service, for 500 units, a groundbreaking invoice to receive before the first deliveries begin.
Even more remarkable, Einride CEO Roozbeh Charli said in a recent interview that he expects his company to take delivery of all 500 — the entire order — before the end of 2027. He even expects to have 75 Tesla Semi units in the Einride fleet before the end of this year.
🚨 Einride CEO Roozbeh Charli on the Tesla Semi partnership:
“If we start with the Amazon announcement that we did earlier this year, that was on the back of having gone through a proving period together with them and proving out our technology. Then we took that next step in… pic.twitter.com/oazkXjwoig
— TESLARATI (@Teslarati) August 28, 2026
Charli said the Tesla partnership was part of a broader push, along with its earlier partnership with Amazon. Einride is assisting Amazon with the use of its Saga AI platform, which helps eliminate questions about budgeting and forecasting for logistics companies.
The Semi, as well as Tesla’s production and subsequent delivery of the units to Einride, will help the company “to have a good supply of vehicles that we can deploy on the [Saga AI] platform,” Charli said. “Tesla is also a relationship we’ve had for a while, and as the Tesla Semi deliveries are firming up, we decided to do a larger commitment to that and deploy that on our platform.”
In its initial announcement, Einride said it anticipated taking delivery of the trucks over the next two years, but now it appears the company is expecting all 500 units within the next 16 months.
Built at a dedicated factory in Sparks, Nevada, the Tesla Semi has been perhaps the biggest and most intensive testing process the company has ever had for a single vehicle model. For the past several years, Tesla has been working with many companies, most notably Frito-Lay and PepsiCo, to gain knowledge on the performance on regional routes.
Tesla plans to launch the Semi officially on September 24, five months after production started ramping.
Additionally, drivers have said they are happy about the Semi’s performance and that its numerous safety and productivity features have made their jobs and routes much easier.
Tesla Cybercab is using a unique strategy for picking up the correct rider, which is a crucial part of ride-hailing to ensure people end up in the right place and are charged the correct price.
Cybercab will utilize an RGB strip in its front light bar that will illuminate in a variety of different colors to mark itself.
This identifying mark will also appear in the Robotaxi app, giving riders in the same location a notable distinction in an effort to avoid any confusion regarding who should get in each vehicle.
🚨 Tesla is using different light bar colors to help riders understand which vehicle is theirs
Pretty cool strategy pic.twitter.com/eGMpEMeRpc
— TESLARATI (@Teslarati) August 27, 2026
Other ride-hailing services use similar strategies: Lyft and Uber rides are recognizable through driver identity, vehicle type and color, as well as license plate. Waymo will display the rider’s initials on top of the vehicle, letting them know that the specific vehicle for them has arrived.
Tesla’s strategy is unique and interesting, but there are some flaws. Cybercab’s main purpose is aimed toward being an autonomous ride for all, including those who have disabilities like being blind or even color blind.
Tesla will likely have something in the pipeline for those who cannot see colors or have limited vision. There will definitely be multiple ways to identify which vehicle is the one that “you” specifically ordered.
Cybercab is set to start giving public rides next Thursday, September 3, in Austin, as it announced a dedicated event last week and invited many members of the Tesla community.
Additionally, members of the public will be invited as well. Tesla has been offering employee rides in Cybercab for nearly two months.
Tesla has said goodbye to one customization option for its vehicles: the wrap service it launched several years ago.
After launching an in-house wrap service in August 2020 for the first time in China. In the U.S., it launched in October 2023. Tesla continued to expand the program and adjust it with better pricing and fewer options for the Cybertruck.
By December 2023, it was giving owners of the Model 3, Model Y, and the Cybertruck the opportunity to give their vehicle a fresh look with a vinyl wrap.
Tesla revamps in-house vinyl wrap service with better pricing
It was only available in five locations: Costa Mesa, Oceanside, Santa Clara, West Covina, all in California, and Seattle, Washington.
However, Tesla made some big adjustments to its shop, and the wrap service is officially gone:
Tesla has made a LOT of changes to its online shop recently — price increases, price cuts, new options, and several products being removed entirely.
Some of the biggest increases are wheel covers. 👀
📈 PRICE INCREASES
• 2017-2023 | Model 3 Aero Wheel Cover — Style: Refresh…— Phoenix Self-Driving 🐦🔥 (@PhoenixFSD) August 25, 2026
Wraps are very popular across the Tesla lineup, especially since the company offers relatively few colors. Many choose to wrap their Teslas with interesting colors, patterns, or even finishes, turning their cars from glossy to satin or matte.
However, Tesla’s wrap service was so limited geographically that it never really had a chance to get off the ground or compete with local shops. Every area in the United States is now overflowing with detailing shops, mobile detailers, and other automotive specialists, many of whom perform wrap services.
Tesla’s service was confined to the Pacific time zone and only spanned across two states. It was never going to be something Tesla was a major competitor in, nor was it going to disrupt the wrapping industry. Now that the program has ended, it seems pretty ideal to believe it was always going to be a short-term thing.
Along with the wrap service, Tesla removed several other products, but nothing too crazy. The Model 3 Door Pocket and Cupholder Liners, the Model S 19″ Magnetite Wheel and Winter Tire Package, Model X/Y Ski/Snowboard Carrier for Hitch Rack, Tesla’s Electric Summer Party Tee, and the Electric Summer Tee were the other items the company totally eliminated from its online shop.
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