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The Boring Company’s unveiling showed another Musk-driven disruption in the making
Before the opening party for the Hawthorne test tunnel began, Elon Musk gave a rather straightforward presentation about The Boring Company’s technology to members of the media. The discussion provided a number of pertinent updates and new information about the tunneling startup’s activities, several of which were reiterated when Musk took the stage to open the unveiling event.
As the Tesla and SpaceX CEO lightheartedly discussed the updated concepts of The Boring Company’s tunneling technology, it quickly became evident that Tuesday’s event could very well be the start of yet another Elon Musk-driven disruption.
Every single company that Elon Musk started, or played a part in starting, has gone on to be a disruptor of an established industry. In his 20s, Musk and his brother Kimbal shook up the widely established Yellow Pages industry with Zip2. Musk later took on traditional banking with X.com, which eventually merged with PayPal, one of the internet’s most established financial services that are still widely used today. Tesla, an electric car startup Musk backed in its very early days, is now an automaker forcing legacy carmakers to design and release compelling EVs. SpaceX, a company that could be considered as the culmination of Musk’s childhood dreams of interplanetary travel, is becoming more and more prevalent in the US space industry.
Man vs. Traffic pic.twitter.com/UDDE7oucKM
— TESLARATI (@Teslarati) December 19, 2018
In a way, Musk’s penchant for disruption results from his tendency to look at problems and adopt unconventional strategies to arrive at breakthrough results. In the case of SpaceX, for example, it was the company’s capability to reuse rockets that is allowing it to compete in the space industry. Electric vehicles existed before Tesla too, but the company made itself different by creating EVs that were desirable in both design and performance. This same thinking was evident when Musk presented his ideas for The Boring Company. The startup didn’t necessarily reinvent the wheel when it came to tunneling, but the company did employ a number of novel solutions that allowed it to make tunneling a lot faster, for a far lower price.
At the core of The Boring Company’s concepts are its smaller tunnel designs, which feature roughly half the diameter of conventional tunnels. This, according to the startup, reduces costs by 3-4 times. The Boring Company is also aiming to develop ways to increase the speed of its Tunnel Boring Machines (TBMs). Traditional TBMs are notable for their slow speed, and Elon Musk has lightly noted that a snail is effectively 14 times faster than a boring machine. As such, the Boring Co. aims to develop TBMs that can actually keep pace with a snail. The Hawthorne test tunnel provides a glimpse of the cost savings associated with the company’s tunnel design as well, as the 1.14-mile project was completed with just $10 million of funding. Musk notes that conventional tunneling projects, which use larger tunnels and slower machines, can balloon to up to $1 billion per mile.
A shrine to the late Gary who inspired it all. Pineapple gummies to celebrate. pic.twitter.com/ZFTbui6TcC
— TESLARATI (@Teslarati) December 19, 2018
Musk has mentioned that The Boring Company has been working on improving the capabilities of its TBMs. For its next-gen machine, Musk stated that the tunneling startup had developed a new TBM cutter head that operates faster, allowing it to process and move dirt in a more efficient manner. The Tesla and SpaceX CEO further noted that The Boring Company is developing a system that will enable reinforcement segments to be created and set up on site. The company is even planning on using the dirt from the cutter head as material for tunnel reinforcements. Such a system would allow the tunneling startup to increase its digging speeds even further, especially considering that conventional tunneling practices usually involve only 10% of actual digging, with 90% of operations usually being consumed by the laying of tunnel reinforcements.
Being a company started by Elon Musk, The Boring Company is in a constant state of innovation. This was evident in the updates to the electric skates design that were initially planned for the Loop system. Concepts of the high-speed tunnels involved vehicles traveling on electric skates. On Tuesday, though, Musk noted that “There won’t be a skate. The vehicle is the skate.” Such a system was adopted in the Hawthorne tunnel’s test rides, where a Model X fitted with electric skates on its front wheels was used to transport passengers through the tunnel. Even the garage-elevator that would be used to lift vehicles back onto the road is created with efficiency in mind, being pre-fabricated and constructed off-site.
Just like his other ventures, The Boring Company has the potential to be a disruptor. With its ultra-high-speed tunnels, the startup might actually help solve the problem of traffic congestion. The Boring Company’s tunnels could even be a stepping stone towards the eventual creation of Hyperloop transportation, which involves pods traveling inside low-pressure tubes at speeds of up to 700 mph. The Boring Company’s disruption might not only be limited to transportation, either, as the startup is also poised to release the Boring Bricks, which are blocks made from tunneling rock that could be used for low-cost housing. Permits for the creation of The Brick Store, a physical outlet where these blocks are set to be sold, have also been.
The Boring Company might be a fun startup, complete with Not-a-Flamethrowers, pet snails, sharp-tongued French knights, and a Monty Python-style watchtower made of Boring Bricks, but beneath all the unveiling event’s fun atmosphere was the sense that there is another disruption in the making — one that could complement the innovations being pushed by SpaceX and Tesla.
News
Tesla loses Director who designed one of the company’s best features
Thomas Dmytryk, who has spent over 11 years with Tesla and helped to develop Over-the-Air updates and the company’s vehicles’ ability to utilize them to improve, has decided to leave.
Tesla has lost the director who designed one of the company’s best features: Over-the-Air updates.
Thomas Dmytryk, who has spent over 11 years with Tesla and helped to develop Over-the-Air updates and the company’s vehicles’ ability to utilize them to improve, has decided to leave. In a lengthy statement on LinkedIn, Dmytryk said that he’s “closing the book.” He had nothing but good things to say:
“After 11 incredible years at Tesla, I’m closing the book. It’s been the ride of a lifetime: always on the news, innovating relentlessly, constantly pushing the limits. Tesla is THE place for talented, passionate people. I feel insanely lucky to have been part in that culture for so long.”
It appears the intense lifestyle of developing and creating intensively for so long might have caught up to Dmytryk, who did not give his definitive plans for the future, and it appears he may be taking some time off before jumping into a new venture:
“The future? Extremely bright. Ambitions intact, just getting started as a transformative company that could elevate billions of lives. So why leave now?! Human life’s always been my North Star, right now I need to be with mines. I’ve always admired Tesla’s top leadership and vision. But what I’ve always found incredible is the tenacity, brilliance and devotion of people on the front line. YOU make Tesla unstoppable. I wish you all the best and of course EPIC wins.”
The move was first reported by NotaTeslaApp.
Over-the-Air updates are among Tesla’s best features. They are used to improve the Full Self-Driving suite, add features, remedy recalls, and more. Many vehicles have the ability to receive OTA updates, as I did in a Ford Bronco previous to my Model Y. However, Tesla does them better than anyone else: they’re seamless, effective, and frequent. Your car always improves.
The move is a blow to Tesla, of course, considering Dmytryk’s massive contribution to the company and extremely long tenure spent, but not something that is overwhelmingly detrimental. Tesla deals with a lot of extremely intelligent people, some of whom are the best in their field, so they are sure to find a suitable replacement.
However, it’s no secret that the company has been losing some of its top talent, some of whom were in executive roles. Some have left to take on new projects, and others have not revealed their career plans.
It seems at least some of those employees are simply deciding to walk away and try new things after working so hard for so long. According to Dmytryk’s LinkedIn, he also played a large part in Musk’s acquisition of X, as he stated he “worked at Twitter/X ~45/week while working at the same pace for Tesla.”
That averages a 13-hour day, seven days a week, or 18 hours for the normal five-day work week.
News
Tesla’s most wanted Model Y heads to new region with no sign of U.S. entry
Unlike the standard Model Y, the “L” stretches the wheelbase by roughly 150 mm and the overall length by about 177 mm to 4,976 mm. The result is a genuine 2-2-2 seating layout that gives six adults proper legroom and cargo space — a true family hauler without the cramped third-row compromises of many three-row SUVs.
Tesla’s most wanted Model Y configuration is heading to a new region, and although U.S. fans and owners have requested the vehicle since its release last year, it appears the company has no plans to bring it to the market.
According to fresh regulatory filings, the six-seat Model Y L is coming to South Korea with signs indicating an imminent launch. The extended-wheelbase configuration, already a hit in China, just cleared energy-efficiency certification from the Korea Energy Agency, paving the way for deliveries as early as the first half of 2026.
The vehicle is already built at Tesla’s Giga Shanghai facility in China, making it an ideal candidate for the Asian market, as well as the European one, as the factory has been known as a bit of an export hub in the past.
$TSLA
BREAKING: The official launch of Tesla Model Y L in S.Korea seems to be quite imminent.Additional credentials related to Model YL were released today.
✅ Battery Manufacturer: LG Energy Solutions
✅ Number of passengers: 6 people
✅ Total battery capacity: 97.25 kWh… pic.twitter.com/hmy64XYi80— Tsla Chan (@Tslachan) March 6, 2026
It seems like Tesla was prepping for this release anyway, as the timing was no accident. A camouflaged Model Y L prototype was spotted testing on Korean highways the same day the certification dropped. Tesla has already secured similar approvals for Australia and New Zealand, with both markets expecting the larger Model Y in 2026.
Unlike the standard Model Y, the “L” stretches the wheelbase by roughly 150 mm and the overall length by about 177 mm to 4,976 mm. The result is a genuine 2-2-2 seating layout that gives six adults proper legroom and cargo space — a true family hauler without the cramped third-row compromises of many three-row SUVs.
South Korean filings list it as an all-wheel-drive imported electric passenger vehicle with a 97.25 kWh total battery capacity supplied by LG Energy Solution. Local tests show an impressive 543 km (337 miles) combined range at room temperature and 454 km (282 miles) in colder conditions, easing one of the biggest concerns for Korean EV buyers.
Tesla Model Y lineup expansion signals an uncomfortable reality for consumers
But for U.S. fans, things are not looking good for a launch in the market.
CEO Elon Musk has been blunt. The six-seater “wouldn’t arrive in the U.S. until late 2026, if ever,” he said, pointing to the company’s heavy bet on unsupervised Full Self-Driving and robotaxi platforms like the Cybercab. With the Model X slated for discontinuation, many families hoped the stretched Model Y would slide into the lineup as an affordable three-row bridge. So far, that hope remains unfulfilled.
For now, South Korean drivers will be among the first buyers outside China to enjoy the spacious, efficient Model Y L. Tesla continues its global rollout strategy, tailoring vehicles to regional tastes while North American customers keep refreshing their apps and crossing their fingers.
The Model Y L proves the appetite for practical, family-sized electric SUVs is stronger than ever. Hopefully, Tesla will listen to its fans and bring the vehicle to the U.S. where it would likely sell well.
Elon Musk
Tesla is ramping up its advertising strategy on social media
Tesla has long stood out in the automotive world for its unconventional approach to advertising—or, more accurately, its near-total avoidance of it. For over a decade, the company spent virtually nothing on traditional marketing.
Tesla seems to be ramping up its advertising strategy on social media once again. Marketing and advertising have not been a major focus of Tesla’s, something that has brought some criticism to the company from its fans.
However, the company looks to be making adjustments to that narrative, as it has at times in the past, as ads were spotted on several different platforms over the past few days.
On Facebook and YouTube, ads were spotted that were evidently placed by Tesla. On Facebook, Tesla was advertising Full Self-Driving, and on YouTube, an ad for its Energy Division was spotted:
Tesla also threw up some ads on YouTube for Energy https://t.co/19DGQMjBsA pic.twitter.com/XQRfgaDKxY
— TESLARATI (@Teslarati) March 9, 2026
Tesla has long stood out in the automotive world for its unconventional approach to advertising—or, more accurately, its near-total avoidance of it. For over a decade, the company spent virtually nothing on traditional marketing.
In 2022, Tesla’s U.S. ad spend was roughly $152,000, a rounding error compared to General Motors’ $3.6 billion the following year.
Traditional automakers averaged about $495 per vehicle on ads; Tesla spent $0. CEOElon Musk’s stance was explicit: “Tesla does not advertise or pay for endorsements,” he posted on X in 2019. “Instead, we use that money to make the product great.”
The strategy relied on word-of-mouth from delighted owners, Elon’s massive X following, viral product launches, media frenzy, and customer referrals. A great product, Musk argued, sells itself. It does not need Super Bowl spots or billboards. Resources poured into R&D instead, with Tesla investing nearly $3,000 per car, far more than rivals.
Tesla counters jab at lack of advertising with perfect response
This reluctance wasn’t arrogance; it was philosophy, and Musk made it clear that the money was better spent on the product. Heavy spending on ads was seen as wasteful when innovation and authenticity drove organic demand. Shareholder calls for marketing budgets were ignored.
The current shift, paid Facebook ads promoting Full Self-Driving (Supervised) and YouTube Shorts offering up to $1,000 back on Powerwall batteries, marks a pragmatic evolution.
These targeted campaigns coincide with the end of one-time FSD purchases and a March 31 deadline for FSD transfer eligibility on new vehicles.
This move likely signals Tesla adapting to scale, as well as a more concerted effort to stop misinformation regarding its platform. As EV competition intensifies and the company bets big on robotaxis and energy storage, pure organic buzz may not suffice to hit adoption targets. Selective digital ads allow precise, cost-effective reach without abandoning core principles.
If successful, it could foreshadow measured expansion into marketing, boosting high-margin software and home energy revenue while preserving Tesla’s innovative edge. But, it’s nice to see the strategy return, especially as Tesla has been reluctant to change its mind in the past.
Tesla loses Director who designed one of the company’s best features
Tesla’s most wanted Model Y heads to new region with no sign of U.S. entry
