Brand Finance praised Tesla in two separate reports, calling it a sustainability leader and listing the company as the ninth most valuable brand globally. However, Tesla's CEO did not rank as well in the company's third report, the Brand Guardianship Index 2023.
As a result, Elon Musk has dropped out of the top 100 CEOs in the Brand Finance report, which measures the reputation and performance of the leaders of the world's leading brands. This drop is a notable change from last year when Musk was ranked 30th on the list.
Twitter's Impact on Tesla
However, the report seems much more concerned with Musk's performance at Twitter than with Tesla. One of the main reasons for this drop in reputation is Musk's tenure as CEO of Twitter, a role he took on in October 2022. His controversial restructuring of Twitter, which eliminated many positions to refocus the company on profitability, has put the brand under intense criticism from some business journalists and commentators. Musk has been the center of attention for several reasons, and the headlines are usually not kind to the 51-year-old.
The large volume of news stories about high legal fees, congressional hearings, resignations, and the decreasing popularity of Twitter as a social media platform have contributed to a drop in the company's reputation. Additionally, the reputation of Tesla as a company also dropped due to these controversies, according to the report.
Numerous Tesla investors have been hounding the board of directors to either have Musk more involved with Tesla and less distracted by Twitter or find a new CEO. Musk sold millions of Tesla shares to acquire Twitter. Since taking over Twitter, Tesla's stock was in free fall to close 2022, losing 70 percent of its value and closing out its worst quarter on record. However, Tesla stock has recently surged, partly due to a great earnings report. The stock is up almost 50% since the start of the year.
CEOs Must Enhance Brands
Brand guardians must uphold the reputation of the brands they are responsible for and ensure that internal and external stakeholders are confident in the brand executives' leadership and strategy. Failure to do so can lead to a drop in reputation due to wider public sentiment and media coverage of high-profile executive leaders.
As the case of Twitter and Elon Musk shows, a brand's reputation is closely tied to its leadership's reputation. It is essential for brand guardians to be aware of this and take appropriate action to protect and enhance the reputation of their brands.
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Following customer requests, Tesla has once again returned FSD Transfers for North America. This comes after some new details we received on FSD Supervised and Unsupervised at the recent Q1 2025 Earnings Call.
Vox Populi, Vox Dei … FSD Transfer is back
All countries (in NA), all S3XY + @cybertruck (excl Foundation Series & Launch Series)
This latest round of FSD transfers doesn’t have a specific time limit - so if you’re in the market for a new vehicle and were worried about transferring FSD from a HW3 vehicle - now is the best chance.
This transfer opportunity is applicable for any new vehicle purchases, including the Model S, 3, X, Y, as well as the Cybertruck. The only vehicles it doesn’t apply to are the Foundation-Series Cybertruck or a Launch-Series Model Y, which already come with FSD included.
If you’re conducting an FSD transfer, you’ll need to reach out to your Tesla delivery coordinator through the Tesla app to confirm you’re eligible and to get the process started.
Note that once you take delivery, FSD access is removed from your older vehicle, regardless if you plan to trade in your vehicle or keep it.
Canada and Mexico
For those in Canada and Mexico, there’s some good news. This opportunity is available for customers in those countries as well, however, new vehicle orders are currently paused in Canada and Mexico for unknown reasons.
Running Offers
There are also several other offers running in North America, with the country flags indicating which countries their available in:
0% Financing on new Model 3 Orders (60mo, 0.99% for 72mo) 🇺🇸
Deep Blue Metallic and Pearl White are currently free on a new Model 3 Performance 🇺🇸
Original Model Y Owners are receiving $2,000 off the purchase of a Refreshed Model Y 🇺🇸 🇨🇦 🇲🇽
Free Supercharging on the Model S and Model X 🇺🇸 🇨🇦 🇲🇽
Free Supercharging on the Foundation-Series Cybertruck 🇺🇸 🇨🇦 🇲🇽
Tesla’s long-awaited ambitions for a fully autonomous Robotaxi network powered by the futuristic, control-less Cybercab have finally started to take shape.
During their Q1 2025 earnings call, Tesla shared new details about its Robotaxi network, including that the network will start with new Model Ys. The Cybercab will join the network in 2026.
Robotaxi Plans
Tesla confirmed during the Earnings Call that it is on track to conduct the pilot launch of its Robotaxi network in Austin in June 2025. The first vehicles deployed for this service won’t be Cybercabs, as production for those is still in the prototyping stage.
However, Tesla did outline part of their plan for the Robotaxi network rollout. The initial aim is to begin driverless operations in Austin and then expand the service to other cities within the United States by the end of 2025. Interestingly, Tesla is also testing in California - albeit with safety drivers at this time.
Not a Tesla App
Looking further ahead, there are ambitious plans to ramp up operations to have millions of vehicles operating autonomously within the network by the end of 2026. While substantial revenue generation won’t be immediate, Tesla anticipates that the Robotaxi network will start to “meaningfully move the financial needle” in the second half of 2026.
Tesla also highlighted the current real-world benefits that FSD is already offering today—and will be able to offer to many more people in the near future.
These include reducing effort and time spent on daily commuting or transit, as well as improving mobility for customers with disabilities. Tesla plans to emphasize some of these community stories and wants to highlight the advantages and capabilities of FSD to improve people’s lives.
Robotaxi App and Robotaxi Vehicle UI
Not a Tesla App
After the call, Tesla AI also shared a video showcasing the Robotaxi interface in the Tesla app, as well as some footage that included the in-vehicle UI, at least as it currently stands.
The video shows Tesla employees using and testing Robotaxi features, although there are safety drivers in place. It looks like there is already a set of well-integrated UI mechanisms for both the front and rear screen when in Robotaxi mode.
Tesla is testing this today, and this network has already completed 1,500 trips, totaling approximately 15,000 miles. The system is being tested for vehicle allocation, mission control, and remote assistance operations.
Remote Operators
Inevitably, edge cases or unique situations will come up, and they will be difficult to handle. For these cases, where a Robotaxi vehicle gets stuck or requires assistance, Tesla will likely implement remote support.
While they didn’t completely confirm remote support operators on the Earnings Call, Tesla has previously posted positions for Teleoperator Engineers for Robotaxi, and an AI T=team member posted on LinkedIn about testing for remote assistance operations.
Scaling Up
Tesla initially intends to deploy a relatively small fleet in Austin, with its pilot beginning with about 10 to 20 vehicles on day 1. They will scale up gradually as the systems are validated and operations are refined, and the target is for anyone visiting Austin to be able to hail a robotaxi by the end of June or early July 2025.
Scaling Out
Not a Tesla App
Tesla’s confidence in scaling out stems from its generalized approach with FSD. The team believes that once FSD is thoroughly verified and capable in a few diverse North American cities, deploying it to any other North American city should be technically feasible. After all, driving regulations don’t vary much from one major city to another, except for things like no right turns on red lights.
The primary limitation with scaling out geographically is expected to be securing regulatory approvals in different regions and jurisdictions. While the principles of Tesla’s FSD are expected to apply globally, as with the China rollout, regulation will continue to be a considerable hurdle.
Cybercab
FSD Supervised ride-hailing service is live for an early set of employees in Austin & San Francisco Bay Area.
We've completed over 1.5k trips & 15k miles of driving.
This service helps us develop & validate FSD networks, the mobile app, vehicle allocation, mission control &… pic.twitter.com/pYVfhi935W
Tesla’s fully autonomous, two-seater vehicle, the Cybercab, is also being developed. While volume production for the Cybercab won’t begin until 2026, Tesla is already undergoing sample production validation. The first actual Cybercab builds are expected to be completed near the end of Q2 2025, and we’re excited to see if anything changes from the prototypes shown at We, Robot.
Tesla intends to build Cybercab at Giga Texas, and the production line is on schedule, according to Tesla. Cybercab production will not require a new building and will be built inside the existing Giga Texas factory.
Unboxed Method
Tesla's Shareholder Deck for Q1 2025 is now out, and we're 40 minutes away from the Earnings Call.
It seems Tesla won't be using the unboxed process for its more affordable model - which is a new vehicle.
The Cybercab’s production and low-cost methodology heavily rely upon Tesla’s innovative new unboxed manufacturing method. Tesla’s executive team mentioned that progress and implementation with this new manufacturing solution was going well, and it will be key to lowering the cost of production while considerably raising the level of automation.
Tesla has already achieved key milestones with this method, including successfully integrating large sub-assemblies and resolving challenges related to connecting portions of the vehicle's ceiling during the process. They have also successfully completed corrosion testing related to the new assembly method, as well as begun initial crash testing for the Cybercab.
All of that and more will eventually be incorporated into other vehicle production lines, and the Cybertruck is already benefiting from some aspects of these developments. With a final ambition of achieving a 5-second cycle time per Cybercab, Tesla has come a long way—but it still has quite a bit to go. They’ve managed to meet a 33-second cycle time for the Model Y at Giga Shanghai between two production lines, but 5 seconds per vehicle is quite ambitious.
Not a Tesla App
With all that said, between Robotaxi and Cybercab, there is a lot of interesting news coming from Tesla. We expect this to continue throughout the year as Tesla launches its network and then aims to release FSD Unsupervised to customers, with a potential price increase.
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