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Twitter recaptures advertisers with new content deals for 2023

Credit: Yuri Samoilov [CC BY 2.0}

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Twitter is recapturing advertisers with new content deals for 2023.

When Elon Musk bought the social media platform in late 2022, many advertisers paused their ad campaigns for uncertainties and other reasons. General Motors CEO, Mary Barra, said that the automaker wanted to ensure that its advertising strategies were being kept confidential. The automaker is a competitor to one of the new Twitter CEO’s other companies, Tesla.

CBS News also left Twitter for two days. The media company’s Bay Area news affiliate took to Twitter to announce its pause citing “uncertainty” and “an abundance of caution.” CBS returned to the social media platform within less than 48 hours.

Puck News briefly paused its Twitter advertising but began buying ads after Elon Musk reinstated journalists that were temporarily suspended for posting his real-time location. Other companies that paused advertising include Volkswagen, General Mills, Pfizer, United Airlines, Chipotle, and Eli Lilly.

Despite several advertisers pausing Twitter ad campaigns, several media companies ranging from news outlets to sports publishers are participating in content sponsorship deals with the social media platform in the first half of this year.

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A schedule of events was shared with Axios, which noted that almost all of the major sports leagues plan to run content deals on the platform around regular season games and events such as the Super Bowl, NBA Playoffs, and March Madness.

Media outlets such as Axios, Reuters, Bloomberg, Forbes, and the Wall Street Journal are also expected to participate in Twitter content deals around events such as the ongoing World Economic Forum at Davos.

The publication added that although many advertisers fled due to Elon Musk’s leadership style, these organizations are “reaping too much revenue and marketing advantage to quit the platform.”

CEO Elon Musk has made several changes to the platform and is focused on transparency as one of his key goals for the company.

Your feedback is welcome. If you have any comments or concerns or see a typo, you can email me at johnna@teslarati.com. You can also reach me on Twitter at @JohnnaCrider1.

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SpaceX’s Crew-11 mission targets July 31 launch amid tight ISS schedule

The flight will lift off from Launch Complex 39A at Kennedy Space Center in Florida.

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(Credit: SpaceX)

NASA and SpaceX are targeting July 31 for the launch of Crew-11, the next crewed mission to the International Space Station (ISS). The flight will lift off from Launch Complex 39A at Kennedy Space Center in Florida, using the Crew Dragon Endeavour and a Falcon 9 booster.

Crew Dragon Endeavour returns

Crew-11 will be the sixth flight for Endeavour, making it SpaceX’s most experienced crew vehicle to date. According to SpaceX’s director of Dragon mission management, Sarah Walker, Endeavour has already carried 18 astronauts representing eight countries since its first mission with NASA’s Bob Behnken and Doug Hurley in 2020, as noted in an MSN report.

“This Dragon spacecraft has successfully flown 18 crew members representing eight countries to space already, starting with (NASA astronauts) Bob (Behnken) and Doug (Hurley) in 2020, when it returned human spaceflight capabilities to the United States for the first time since the shuttle retired in July of 2011,” Walker said.

For this mission, Endeavour will debut SpaceX’s upgraded drogue 3.1 parachutes, designed to further enhance reentry safety. The parachutes are part of SpaceX’s ongoing improvements to its human-rated spacecraft, and Crew-11 will serve as their first operational test.

The Falcon 9 booster supporting this launch is core B1094, which has launched in two previous Starlink missions, as well as the private Ax-4 mission on June 25, as noted in a Space.com report.

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The four-members of Crew-11 are NASA astronauts Zena Cardman and Mike Fincke, as well as Japan’s Kimiya Yui and Russia’s Oleg Platonov.

Tight launch timing

Crew-11 is slated to arrive at the ISS just as NASA coordinates a sequence of missions, including the departure of Crew-10 and the arrival of SpaceX’s CRS-33 mission. NASA’s Bill Spetch emphasized the need for careful planning amid limited launch resources, noting the importance of maintaining station altitude and resupply cadence.

“Providing multiple methods for us to maintain the station altitude is critically important as we continue to operate and get the most use out of our limited launch resources that we do have. We’re really looking forward to demonstrating that capability with (CRS-33) showing up after we get through the Crew-11 and Crew-10 handover,” Spetch stated.

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EV fans urge Tesla to acquire Unplugged Performance for edge in fleet and security industry

Unplugged Performance has built a name for itself by producing performance upgrades for Tesla vehicles.

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Credit: Unplugged Performance

A growing number of Tesla enthusiasts and longtime community voices are calling on the electric vehicle maker to acquire Unplugged Performance, a California-based aftermarket company best known for tuning Tesla vehicles and developing specialized government fleet solutions under its UP.FIT division.

The idea was once considered a niche proposal among EV fans, but it is now gaining serious attention not just as a performance play but as a strategic move to deepen Tesla’s roots in the fleet and security industry. 

A strategic fit

Unplugged Performance has built a name for itself by producing performance upgrades for Tesla vehicles, from track-optimized components to visual and aerodynamic upgrades. But in recent years, its UP.FIT division has pivoted toward a more functional future by outfitting Tesla vehicles like Model Ys for police, military, and government use.

That work has sparked growing calls for closer collaboration with Tesla, especially as the EV maker increasingly leans into autonomy, AI, and fleet services as core components of its next chapter.

“I posted this four years ago, but I think it’s more true now than ever,” wrote Whole Mars Catalog, a well-known Tesla investor and FSD Beta tester, on X. “Tesla should buy Unplugged. But not just as a Performance division. What they are doing with UP.FIT unlocks large government and commercial fleet purchases that can improve utilization.”

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Tesla fans such as shareholder Sawyer Merritt echoed the sentiment, calling Unplugged a “great fit within Tesla.” adding, “They are literally located directly next to Tesla’s design studio in Hawthorne.”

Enabling the next wave

Supporters of the idea noted that integrating Unplugged into Tesla’s corporate structure could help accelerate the adoption of autonomous technologies in government sectors. With UP.FIT patrol cars already in use across some U.S. police departments, Tesla fans envisioned a future where self-driving Teslas could potentially revolutionize law enforcement, search-and-rescue, and public service logistics.

“Just imagine how autonomous patrol cars could transform policing and bring us into a safer future,” the veteran FSD tester wrote.

The benefits could also extend to Tesla’s existing consumer base. “They also have some incredible products in the works that I think will appeal to many ordinary Tesla drivers — not just those looking for performance or mods. Stuff that’s so good it should have come straight from the design studio next door,” Whole Mars Catalog noted.

Unplugged Performance, founded in 2013, shares not just a product vision with Tesla, but also geography. Its Hawthorne headquarters sits directly adjacent to Tesla’s design studio, and the two companies have maintained a close working relationship over the years. The aftermarket firm has long positioned itself as a “mission-aligned” partner to Tesla.

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In response to the recent calls for acquisition, Unplugged Performance acknowledged the support from the community. “Our very existence is to support the Tesla mission with @UpfitTesla and @UnpluggedTesla,” Unplugged CEO Ben Schaffer posted on X. “We love working with Tesla and are grateful for the community’s support since 2013!”

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Tesla debuts hands-free Grok AI with update 2025.26: What you need to know

All new Tesla vehicles delivered on or after July 12, 2025, will include Grok AI out of the box

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Credit: Tesla China

Tesla has begun rolling out Grok, an in-car conversational AI assistant developed by xAI, to eligible vehicles starting July 12. The feature marks the most direct integration yet between Elon Musk’s artificial intelligence startup and Tesla’s consumer product lineup, offering drivers hands-free access to a chat-style companion while on the road.

Grok comes pre-installed on new vehicles

According to Tesla’s FAQ page for the feature, all new vehicles delivered on or after July 12, 2025, will include Grok AI out of the box. Owners of older vehicles may gain access through an over-the-air update, provided their vehicle meets a few hardware and software requirements.

Specifically, Grok is currently only supported on Tesla models equipped with an AMD infotainment processor and running vehicle software version 2025.26 and higher. Compatible models include the Model S, Model 3, Model X, Model Y, and Cybertruck. A Premium Connectivity subscription or active Wi-Fi connection is also required.

Tesla notes that additional vehicle compatibility may arrive in future software updates.

Grok’s features and limitations for now

Drivers can engage with Grok using the App Launcher or by pressing and holding the voice command button on the steering wheel. Grok is designed to answer questions and hold conversations using natural language, offering responses tailored to its chosen personality—ranging from “Storyteller” to the more eccentric “Unhinged.”

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For fun, Tesla posted a demonstration of Grok likely running on “Unhinged” talking about what it would do to Optimus when they are on a date, much to the shock of the humanoid robot’s official social media account.

It should be noted, however, that Grok cannot currently issue commands to the vehicle itself, at least for now. Traditional voice commands for tasks like climate control, navigation, or media remain separate from Grok as of writing.

The feature is being released in Beta and does not require a Grok account or xAI subscription to activate, although that policy may change over time.

Grok privacy and in-car experience

Tesla emphasizes that interactions with Grok are securely processed by xAI and not linked to a user’s Tesla account or vehicle. Conversations remain anonymous unless a user signs into Grok separately to sync their history across devices.

Tesla has also begun promoting Grok directly on its official vehicle webpages, showcasing the feature as part of its in-car experience, further highlighting the company’s increasing focus on AI and infotainment features on its all-electric vehicles.

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