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Why Tesla won’t lose sleep over other automakers achieving massive range ratings
Tesla is normally confronted with plenty of interesting and challenging metrics from competitors, especially in terms of range and speed. With the Mercedes-Benz VISION EQXX accomplishing a major feat of over 1,000 kilometers (620 miles) driven on a single charge earlier this week, many may wonder if Tesla engineers are scrambling around attempting to crank out some new EV with 2,000 kilometers of range. I can assure you they are not.
The accomplishments of Mercedes-Benz in its electric vehicle program are not to be slighted. While the luxury automaker is working to develop and ramp its EQ lineup, which will consist of fully and partially electric vehicles, Mercedes is definitely coming out with some pretty interesting and eye-grabbing records and points of strength, especially indicated in its most recent range ratings and assessments of its semi-autonomous driving functionality. Its most recent release from April 13 tells us the story of the VISION EQXX and how it drove 626 total miles on a charge.
“We did it! Powering through more than 1,000 kilometers with ease on a single battery charge and a consumption of only 8.7 kWh/100 km (7.1 kWh per 62 miles) in real-world traffic conditions,” Ola Källenius, Charman of the Board of Management for Mercedes-Benz Group AG, said. “The VISION EQXX is the most efficient Mercedes ever built. The technology program behind it marks a milestone in the development of electric vehicles. It underpins our strategic aim to ‘Lead in Electric.’”
Traveling on a route through Germany and Italy, crossing the towns and cities of Sindelfingen, Gotthard Tunnel, Milan, and Cassis, 11 hours and 32 minutes of driving time ended its 626-mile trek successfully with a single charge.
Erfolgreicher Roadtrip MissionXX – von Sindelfingen über die Schweizer Alpen nach Cassis an der Côte d’Azur. Der Mercedes-Benz VISION EQXX fährt über 1.000 km mit einer Batterieladung und einem Durchschnittsverbrauch von 8,7 kWh/100 km. // Successful MissionXX road trip – from Sindelfingen across the Swiss Alps to Cassis on the Cote d’Azur. The Mercedes-Benz VISION EQXX sets efficiency record – over 1,000 km on a single battery charge and average consumption of 8.7 kWh/100 km.
Many of those interested in electric vehicles may be thinking, “This is just another thing Tesla has been beaten on.” “It’s only a matter of time before others do it, too.” “Tesla won’t achieve this, they’re stuck in the 400-mile range threshold.”
Tesla, as a company, is likely excited other companies are accomplishing these endurance-type runs so they don’t have to. If the automotive industry in 2022 was the same as what it was in 2010: a gas engine-dominated sector with relatively no electric options, then sure, maybe Tesla would care. But maybe not. The landscape of the EV industry has become so obsessed with these incredible metrics that many consumers forget they won’t need over 600 miles of range. How many gas car drivers go to a dealership thinking, “I will only buy a car if it offers me 620 miles of driving on a tank?”
CEO Elon Musk even stated recently that having “too much” range is not necessarily a good thing for electric vehicles.
“We could’ve made a 600-mile Model S 12 months ago, but that would’ve made the product worse imo, as 99.9% of time you’d be carrying unneeded battery mass, which makes acceleration, handling & efficiency worse,” Musk said recently. “Even our 400+ mile range car is more than almost anyone will use.” ABC News says the average American only travels sixteen miles per day for work. U.S. Census data even says Americans only spend around 27.6 minutes driving to work one way.
Tesla has held this perspective for some time. “Mass is the enemy of both efficiency and performance, and minimizing the weight of every component is an ongoing goal for our design and engineering teams,” it said in a blog post announcing the 400-mile Model S in June 2020.“Several lessons from the engineering design and manufacturing of Model 3 and Model Y have now been carried over to Model S and Model X. This has unlocked new areas of mass reduction while maintaining the premium feel and performance of both vehicles. Additional weight savings have also been achieved through the standardization of Tesla’s in-house seat manufacturing and lighter weight materials used in our battery pack and drive units.”
While there is certainly no reason to knock on Mercedes-Benz’s accomplishments, there needs to be a relative sense of what is ultimately appropriate in terms of EV range. Endurance runs are completely legitimate and interesting ways to prove your battery and efficiency metrics, but they’re not something proven EV companies will look at down the road. The successful automakers will be focusing on avoiding supply chain issues, ramping battery supply chain manufacturing, becoming more vertically integrated, and working to create price parity between EVs and their gas counterparts.
I’d love to hear from you! If you have any comments, concerns, or questions, please email me at joey@teslarati.com. You can also reach me on Twitter @KlenderJoey, or if you have news tips, you can email us at tips@teslarati.com.
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
