Exclusive: Tesla's Model 3, Project Highland Exposed: What’s Changing

By Kevin Armstrong
Tesla's Model 3 is going to go through some of its biggest changes this year
Tesla's Model 3 is going to go through some of its biggest changes this year
Tesla

Tesla has been working on a revamp of one of its most popular vehicles, the Model 3. The project is codenamed Project Highland and the vehicle will see the most profound changes since it launched in 2017.

Despite Tesla keeping the car under wraps for months, we now have early information on the major changes coming to the best-selling electric vehicle of all time. Thanks to a trusted insider, we can confirm and provide more information about Tesla's plans for the car. Inside and out, the Highland will change.

Redesigned Headlights

Caped Model 3s have been spotted with the front bumper, rear end and dash covered. However, more recently the incognito Model 3 also had its headlights covered. The headlight openings that were clear before were now covered in what appeared to be duct tape. Turns out there is a good reason for this. The Model 3 revamp will include redesigned headlights. The new headlights will be a different shape than they are today. Tesla has been providing some models with matrix headlights, but they have yet to be enabled through software yet. Tesla will continue to offer matrix headlights through this redesign, although it's not clear whether they'll be enabled at launch either.

The revamped Model 3 is known internally as Project Highland
The revamped Model 3 is known internally as Project Highland
The Kilowatts/Twitter

Bumper Camera

A new shape of headlights also means a new front bumper. There has been a lot of speculation that the front of the car is changing after recent images show a smoother front end. Tesla is always looking for more aerodynamics to improve the drag coefficient. However, there's another good reason for redesigning a new front bumper. The front bumper will now house a single camera in the center area of the lower-vent area of the bumper.

The location of the new camera will be very similar to the one shown off on the Cybertruck at Tesla's Investor Day.

The Cybertruck will have a camera in the center of the front bumper
The Cybertruck will have a camera in the center of the front bumper
Sofiaan/Twitter

Since the company removed USS, people have been wondering how the car will detect objects in what's considered a camera blind spot directly in front of the vehicle. Now we know.

Rear Bumper

The rear bumper of the vehicle is also being redesigned, although it's not clear why. We don't expect the rear camera to change position and there won't be additional cameras in the rear of the vehicle. The new rear bumper could just be to 'refresh' the car or may have cost-saving measures.

Mirrors

Updated mirrors are also joining the party. We're told that they will receive a very minor 'refresh' and will look very similar to the way they do today. It's not clear whether Tesla is changing them to match other areas of the vehicle better or to streamline manufacturing, but we've been told to expect a minor change.

Additional Cameras

Tesla recently launched hardware 4.0 on Model S and Model X cars, although many were surprised to learn that the new vehicles feature the same number of cameras as HW 3 vehicles, when hardware 4 allows for more cameras. This is where Project Highland comes in.

We can now say that more cameras will indeed be used in Project Highland. There will be three new cameras in all, one in the center of the front bumper as we discussed earlier, and two more on the sides of the vehicle.

The fender camera housing will now contain two cameras each. One will face backward as it does now, while the other will point in the other direction. It's not clear how the new camera will be oriented, but we speculate that they will be aimed off to the side to give the car a better view at certain intersections.

Some road junctions have objects such as buildings or bushes that can make it difficult for the vehicle to see with its B-pillar cameras. This often causes the vehicle to creep forward in order to gain enough visibility to proceed. Creeping too far forward sometimes causes the vehicle to be in a poor situation, where it has entered the path of other vehicles. These new cameras are likely aimed at solving this problem.

As previously reported, the repeater camera housing on the front fenders appears to be changing. It now appears to include a line that goes further back than the original. This could be part of the new design.

Project Highland will ship with Tesla's latest supercomputer, Hardware 4. The cameras themselves are expected to be the same cameras featured on HW4 Model S and Model X vehicles. They're estimated to be 5-megapixel cameras with an anti-glare coating. These cameras are significantly more advanced than the current 1.2-megapixel cameras in current HW 3 vehicles.

With the new front bumper cameras and the two additional side cameras, Tesla may now have everything it needs in order to provide a real birds-eye view that is often seen in many vehicles.

Sensors

In order to cut costs, Tesla is removing the vehicle's temperature sensor that is used to detect the temperature outside of the vehicle. Instead of using a temperature sensor, the vehicle will determine the exterior temperature based on its GPS location and weather data. This could lead to more accurate temperatures being displayed, as wind or other environmental factors can sometimes cause inaccuracies. However, owners will lose the ability to view the temperature in their immediate location, such as their garage.

Tesla is also making improvements to its GPS module which is expected to provide a more accurate location. In August 2022, Tesla applied for a patent on a multi-band Global Navigation Satellite System (GNSS) antenna. Various types of satellites and networks can be used to identify an object's location. GPS is just one of those networks. This new system allows Tesla to use other networks, besides GPS, in order to identify the vehicle's location. This could lead to faster location detection or higher precision.

Interior

Inside the vehicle, there will be some changes as well. However, don't expect a major refresh as we saw with the 2021 Model S, but it will still be noticeable. The wood trim is being removed and replaced with a fabric finish, possibly Alcantara fabric that Tesla already uses in the Model S and X.

The vehicle's dash will also receive a facelift, but we weren't given any details on what's changing with it. Again, this could be a way to simplify the manufacturing process instead of offering something new and improved.

There may be other interior changes, but these are expected to be the two bigger differences. We've been told that this refresh will be 'minor' and focuses on cost-cutting, however, it appears that Tesla is taking the time to upgrade the vehicle to its newest hardware and introduce new cameras, which will certainly be a highlight of the vehicle.

The Model Y project, codenamed Juniper is already underway as well, although it's expected to arrive after the Model 3 revamp. We expect the Model Y to undergo many of the same changes that we've outlined here.

Release Date

Overall, the Model 3 Highland's updates show that Tesla is always looking for ways to improve its vehicles and stay ahead of the competition. As is the nature of these things, some items could be subject to change. With these changes, the Model 3 will continue its success as one of the most popular electric vehicles on the market. Production for the vehicle is expected to start in the third quarter.

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Breaking Tradition: Tesla Hits the Social Media Advertising Road

By Kevin Armstrong
Model Y Advertising
Model Y Advertising
Tesla

Tesla has prepared us for a slower sales year, but just how slow may be showing up on social media. No, I’m not talking about X, which is where 99% of Tesla news comes from, but social platforms owned by a guy that Elon Musk once wanted to fight.

Tesla advertising has been shown on Mark Zuckerberg's Facebook and Instagram accounts. While Musk has talked about utilizing more conventional advertising for more than a year, Tesla has only sporadically shown up on a few digital avenues; now, it appears to be a full campaign.

The Return to Meta and Zuck

The year 2018 marked a significant moment in Tesla's history when Elon Musk, in a move reflective of his disdain for Facebook amid the Cambridge Analytica scandal, deleted Tesla and SpaceX's Facebook pages, both of which boasted millions of followers. Fast forward six years, Tesla has reinstated its presence on Facebook and launched advertising campaigns across Meta-owned platforms.

Musk is now paying Tesla money to a guy he challenged to a cage match and once joked/threatened to drive by his house and fight him. There are two takeaways here: Meta is a dominant force in online advertising, and Musk is willing to do whatever it takes to advance Tesla’s mission to a sustainable future.

Embracing Traditional Advertising Amidst EV Market Changes

Tesla's advertisements, including ads on Cars.com, which highlight the Model Y, demonstrate the company's adeptness in utilizing Meta's sophisticated targeting capabilities to reach potential customers. Tesla's avoidance of traditional advertising was once heralded as a visionary move, saving the company billions and contributing to its mystique.

However, the electric vehicle landscape has evolved, with early adopters now equipped with their chosen EVs, making it imperative for Tesla and its competitors to reach a broader audience. Tesla's advertising initiatives on Facebook, Instagram, and YouTube reflect this strategic adjustment, aiming to capture the attention of potential buyers beyond its core fanbase.

Despite Elon Musk's historically critical view of advertising and his complex relationship with the social media advertising sphere, Tesla's foray into paid advertisements represents a significant evolution in the company's marketing strategy. This shift acknowledges the necessity of diversified marketing approaches in sustaining growth and expanding market reach in the contemporary automotive landscape.

Tesla Advances with 5G: A Future of Enhanced Connectivity for Cars and Robotics

By Kevin Armstrong
Tesla building 5G private network
Tesla building 5G private network

Tesla appears to be planning an ambitious project to build a private 5G network. This initiative would revolutionize connectivity for its vehicles and the robot, Optimus, as well as any other plans the company is likely to develop in the future.

Innovative Job Posting Reveals Big Plans

Although now removed, a recently spotted job posting for a Cellular Systems Integration Engineer on Tesla's career page shed light on the company's intentions. The role demands expertise to elevate Tesla's vehicle and Optimus robot connectivity, promising to push the boundaries of low latency and high data rates.

Tesla's journey from 3G to the anticipated 5G upgrade will bring about ultra-reliable communication and high-speed data transfer, crucial for over-the-air software updates, autonomous driving features, and real-time data analytics. These communications could be product to product, such as vehicles communicating with each other or with other products such as Optimus. However, the job posting also talks about products being able to communicate with Tesla’s internal 5G network. It’s not clear whether the private network would be internal such as at a Gigafactory, or a broader network out in the world.

Tesla is pursuing an internal 5G network for product communication
Tesla is pursuing an internal 5G network for product communication

The Strategic Role of Private 5G Networks

Deploying its private 5G network, Tesla aims to create a seamlessly connected environment in its manufacturing facilities, research labs, and outdoor spaces. This infrastructure is not just about enhancing vehicle connectivity; it's also pivotal for the operational efficiency of the Optimus robot in various scenarios, including warehouse operations.

Tesla's foray into private 5G networking places it in an advantageous position in the automotive and tech industries. This strategic move aligns with the global trend towards adopting private 5G networks, which promise to revolutionize industries with their reliability and speed. Tesla's efforts to develop a private 5G protocol stack that integrates with any cellular infrastructure globally will set new industry standards.

With 5G, Tesla vehicles and Optimus robots will benefit from significantly reduced latency, offering under 5 milliseconds compared to the 60-98 milliseconds of 4G networks. This technological advancement is expected to enhance the functionality and responsiveness of Tesla's products, paving the way for advanced autonomous driving capabilities and efficient robot operations.

Tesla's interest in developing a private 5G network is a logical step. By building an infrastructure that supports the fastest connectivity standards, Tesla is preparing for its vehicles and laying the groundwork for sophisticated robotics applications. This endeavor reflects Tesla's ongoing commitment to innovation and its role in shaping the future of transportation and automation.

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