New Model S cars feature a glass roof that is lighter and lets in five times more light than previous versions
Tesla
Tesla has quietly refreshed its Model S vehicles, introducing a new "high-visibility glass roof," improved brake pads, and many other features. In an email to owners, the company lists several new tweaks to the latest Model S.
The new, Ultra Red paint grabbed all the attention. Tesla unveiled its high-chroma color and multi-layered paint process, delivering an exceptionally vibrant finish. But several other features in that Ultra Red launch video (below) are worth just as much attention.
Let the Sun Shine in - Not the UV
The new and improved panoramic roof for the Model S lets in more light and provides a clearer view of the sky, day or night, according to the message from Tesla. The new glass roof weighs less than the previous version and lets in five times more light, while still providing the same level of heat and UV protection. According to Tesla, the new roof also improves handling by lowering the center of gravity.
In addition, Tesla has integrated its new hardware 4 computer for Autopilot and self-driving capabilities, and the Model S now offers a free option of a round steering wheel.
New Brakes Put to the Test
Tesla's vehicle updates are always highly anticipated; the latest refresh is no exception. The improved brake pads with higher thermal capacity are designed to improve the Model S Plaid's braking performance.
Tesla announced the Carbon Ceramic Brake Kit in late 2021, but it is still not available for purchase. Tesla says they will be available in "early 2023." The kit costs $20,000 and is said to make the Model S Plaid a true monster on the track.
Although the ceramic brake kit isn't available to the public yet, test driver Sebastian Vittel raced a Model S Plaid taking on the Circuit de Bresse race track in France with the new performance brakes (video below). Despite the track being best suited for small, nimble cars, the Model S Plaid with the Carbon Ceramic Brake Kit was able to set a track record for street-legal cars on non-semi-slick tires with a lap time of 1:33.610. This record was set with the vehicle's original tires, indicating that the brakes were a significant factor in the vehicle's impressive performance.
Tesla's latest refresh of the Model S includes new features like a high-visibility glass roof, improved brake pads, and the integration of hardware 4 for Autopilot and full self-driving capabilities. The Carbon Ceramic Brake Kit's impressive performance on the track demonstrates Tesla's dedication to enhancing the vehicle's driving experience. Tesla remains at the forefront of the electric vehicle industry with their continuous improvement and innovation.
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Tesla eliminated a newly formed marketing team of about 40 employees as part of its global layoffs, Bloomberg reported on Monday morning. On X, Elon Musk said the ads created by the team were “far too generic” adding that they would apply to “any car”.
Exactly. The ads were far too generic – could’ve been any car.
The team was led by Alexander Ingram who joined Tesla in August 2019 as Communication lead for Automotive. After a few different roles connected with content and social media, Ingram was promoted last December to Senior Manager of Global Growth Content. In the new role, he was leading a global team of creatives focused on Tesla's first ads, as well as social media.
Ingram put out some excellent behind-the-scenes videos on Tesla’s technological advancements such as the one below explaining Tesla’s single casting.
Tesla’s Advertisement Strategy
At Tesla’s 2023 annual meeting of shareholders, Elon Musk said that the company would “try a little advertising and see how it goes”. Since then, Tesla ads have been seen in Google search results and on YouTube.
In Tesla’s proxy statement filed last week, it is seen that the automaker has spent around $200,000 on X-advertising through February 2024.
“As part of a multi-platform advertising campaign, Tesla also directly or indirectly purchased advertising on X, which totaled approximately $0.2 million through February 2024”
Bloomberg’s source added that Tesla still has a smaller marketing team in Europe.
Tesla shared on X that it’s ending its current referral program globally by the end of April. It’ll be replaced by a new one, but that is still “a few months away”, according to CEO Elon Musk.
When Musk was asked if the current credits would be lost, Musk responded by saying “No, just that new credits would not be earned until we launch a future referral program.” That means there’ll be a gap of a couple of months when owners will not be able to earn referral credits.
Tesla was always famous for relying on its community to promote its vehicles rather than spending millions (or even billions) in ad campaigns.
Through Tesla’s referral program — which started back in 2015— customers have been earning referral credits by having friends use their referral link when ordering a Tesla product or taking their first demo drive. At the time, it started with a direct $1,000 prize for the referrer but later evolved to a more complex system with different tiers and points.
Prizes have changed a lot over the years
In its latest version, scheduled to end by the end of the month, Tesla models (S, X, and Y), along with Powerwall, solar panels, and solar roofs, are available for purchase using a referral link. In this version, owners can redeem credits from merchandise to software upgrades for their vehicles. They can even redeem credits for several months free of Premium Connectivity or FSD.
Our current referral program benefits will end after April 30 in all markets
Tesla’s first referral program was released in July 2015 where customers who referred new buyers would receive $1,000 for every new Tesla Model S delivered. For those who were able to accrue 5 or 10 referrals for the US automaker, Tesla raised the bar and offered invitations to the opening of its Giga Factories or even a fully loaded Model X.
Over the first 2 years, Tesla significantly increased the value of the prizes and even offered free or discounted Roadsters with enough referrals. However, in 2019, Elon Musk decided to stop amid cost concerns.
The referral program was re-launched in late 2019 offering new buyers free supercharging for a period of time, FSD access, premium connectivity, or $500 off a new vehicle.
What’s Next
Given the considerable gap of “a few months” between the current program and the next one, it is expected that Tesla will bring a new structure with updated awards focused on minimizing Tesla’s cost while increasing the brand’s awareness.
TeslaFi logs your drives and charging sessions, letting you keep a log of your vehice's activity. We highly recommend checking them out if you use your car for business trips and would like to keep track of reimbursements, if you like to see how much you spend on charging or if you just love statistics. Visit their site and see everything they have to offer!
Tesla Android Project enables you to run Android apps in your Tesla. The platform is Open Source and you can deploy it on your own Raspberry Pi 4. Consider supporting the initiative by donating or purchasing the Compute Module 4 Bundle that delivers the best experience. Get $20 off by using the code: NotATeslaApp
The official Tesla app only notifies you if your car is broken into. By installing Sentry Pro on your phone, you will be notified for all Sentry Mode events. Stay connected and avoid potential surprises by receiving notifications. Stop constantly checking the cameras to ensure safety. Check only when necessary, save battery and get peace of mind. Get a 7 day free trial here!
Stay organized, connected, and stylish with Cyberbackpack — the #1 backpack, luggage & travel accessories for Tesla owners. We highly recommend checking them out if you commute or travel and would like a backpack or luggage that is sleek, secure and durable. View their products page and see everything they have to offer!
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