Tesla's ranking according to Axios in several categories when compared to others
Axis
Tesla took a significant dip in this year's Axios Harris Poll 100 reputation rankings, dropping from number 12 to number 62, which places the company in the "Good" category. This significant dip comes amidst a shifting landscape for the EV industry, Elon Musk's Twitter takeover, and concerns over the CEO's focus. Before we go too far, it's important to note that the information for this study was compiled from March 13 to 28.
The Axios Harris Poll is a respected annual survey that measures the reputations of America's most visible brands. This year, the survey compiled the opinions of 16,310 Americans. Respondents were asked to rate the companies that, in their opinion, stand out for having the best and worst reputations today.
Despite the drop, Tesla did achieve "Excellent" scores in the trajectory, vision, and products and services categories, signifying a strong appreciation for the company's innovations and future-focused mindset. However, it received "Fair" marks in trust, character, and citizenship.
Musk's Twitter Takeover and the Impact on Tesla
This decline coincides with Tesla CEO Elon Musk's takeover of Twitter. According to Axios' Sara Fischer, the shift in reputation could be attributed to several factors related to Musk's decision. First, the stock dump necessary for the Twitter acquisition raised eyebrows. Second, shareholders have accused Musk of neglecting Tesla, calling for him to appoint a new CEO for Twitter to refocus his attention on the EV manufacturer.
Again, important to note that the situation has already changed. Musk has appointed Linda Yaccarino as Twitter's new CEO. Musk also rebuffed rumors that he would leave Tesla, stating that the new Twitter CEO will allow him to spend more time at Tesla.
Tesla's Continued Strength in Innovation Amidst Challenges
Furthermore, Tesla's status as the unrivaled trailblazer in the EV field is being increasingly challenged. Major traditional automakers, like Ford, Honda, and Toyota, have begun to invest heavily in electric vehicles, chipping away at Tesla's "shiny new object" status. As a result, these automakers have surpassed Tesla in this year's reputation rankings, with Ford at number 32, Honda at 13, and Toyota landing a coveted spot at number 6.
But as Axios and the 16,000 respondents fail to realize, Tesla is more than the king of EVs. Solar continues to grow in popularity, and Tesla is a major player in that space, and let's not forget Optimus. The company has fundamentally shifted the paradigm of what's possible in personal transportation. Tesla's innovative spirit remains its core strength, evidenced by its high scores in trajectory and vision.
Tesla's reputation has seen a hiccup in this year's Axios Harris Poll. While the Twitter takeover and concerns over Musk's dual CEO role have contributed to this decline, the competition from traditional automakers embracing EV technology should not be overlooked. As the industry evolves, Tesla must strategize to maintain its influential role and polish its public image to climb back up in future reputation rankings.
Subscribe
Subscribe to our newsletter to stay up to date on the latest Tesla news, upcoming features and software updates.
In a new video posted to X, Tesla is showing the progress of its first Lithium Iron Phosphate (LFP) cell manufacturing factory in North America. The facility, located in Sparks, Nevada, will be used to produce LFP battery cells for Megapacks and Powerwall.
However, the implications of this new factory extend beyond Tesla Energy. By on-shoring the production of these cost-effective batteries, Tesla is not only securing its energy supply chain but also opening the door to potentially reintroducing LFP-based vehicles in North America.
Nearing completion of our first LFP cell manufacturing factory in North America pic.twitter.com/OLNRWajz4l
The immediate beneficiary of the new Nevada LFP facility is Tesla’s Energy division. LFP chemistry is ideal for stationary storage products like Megapack and Powerwall. It offers a very long life cycle, is extremely thermally stable and safe, and is significantly cheaper to produce than nickel-based batteries, partly because it contains no cobalt.
Until now, Tesla has relied on suppliers like CATL in China for these cells. A dedicated, domestic supply will enable Tesla to dramatically ramp up Megapack production to meet North America’s increasing demand for grid-scale energy. On the other hand, Megafactory Shanghai continues to utilize CATL’s LFP batteries and will support the rest of the world.
Tesla first revealed that they were planning to onshore LFP production in North America at the Q1 2025 Earnings Call, which will help them avoid costs, innovate in new technology, and insulate themselves from geopolitical supply chain risks.
A Potential Return for LFP Vehicles?
Another exciting application for Tesla is what this new factory means for Tesla’s budget-oriented lineup. For years, Tesla has been constrained in its ability to offer LFP-based vehicles in North America. While LFP packs are used in other markets for specific standard-range RWD vehicles, tariffs on important Chinese cells made it difficult to import these cells for use in North America.
With a domestic supply of LFP cells produced in Nevada, this tariff-related barrier will be mostly eliminated, pending the sourcing of lithium from a North American site. This is likely to lead to the reintroduction of LFP-based vehicles to the North American market, possibly in late 2026 or 2027.
An American-made LFP pack could lead to a more affordable base Model 3 or Model Y, or potentially help Tesla cut costs on the next-generation Affordable Model even further. This helps to give customers a lower-cost entry point without sacrificing a lot of range, and with the added benefit of being able to regularly charge to 100%.
Mega Nevada
With Mega Nevada now progressing well, Tesla is in an excellent position to continue iterating on its vertical integration and scaling Megapack and Powerwall—two of Tesla’s fastest-growing businesses—further. There are tons of benefits for consumers in the future as Tesla continues down this path, with more affordable Powerwalls for the home, cheaper electricity prices thanks to grid-forming Megapacks, and cheaper LFP vehicles.
The next major upgrade for Tesla’s in-car experience is pretty much already here - just hiding beneath the surface, awaiting the flick of a switch. According to new details uncovered by Tesla hacker Greentheonly, a fully functional version of the Grok conversational AI assistant is already present in recent firmware builds, just waiting for Tesla to activate it.
The feature, which is currently behind a server-side switch, could be enabled at any time by Tesla for vehicles running update 2025.20 and newer. The findings provide a better picture of what we already learned from Green’s breakdown on Grok last month.
Grok’s Requirements
@greentheonly on X
According to what Green determined from the latest software builds, the foundation for Grok was laid with update 2025.14, with more abilities and functionality added in 2025.20 to flesh it out. He also determined exactly which vehicles will be receiving Grok.
In terms of hardware, any vehicle with a Ryzen-based infotainment computer will receive Grok. This means that vehicles with the older Intel Atom processor will not be supported, at least initially. The underlying Autopilot hardware is not a factor, as Grok’s processing is not done in-vehicle.
Grok will also require premium connectivity or a Wi-Fi connection for the vehicle. At this point, we’re not sure whether Grok in your Tesla will also require you to sign up for SuperGrok, X Premium, or X Premium+, but Tesla is requiring you to sign into your Grok account. It’s just not clear whether the free version of Grok will work, or if you’ll need the premium version.
Grok User Experience
@greentheonly on X
Green also revealed the user interface for Grok for the first time. You’ll find many of the same features from the Grok app, but surprisingly, it looks like it’ll have a dark UI, even if you’re using light mode in your vehicle.
It appears that there will be a Grok app, likely for settings. However, Grok will largely operate in a modal, similar to voice commands, which are displayed near the bottom left corner of the screen.
There’s an on-screen microphone button, as well as drop-down menus for the voice and type of assistant you’d like to use.
Similar to the Grok app currently on mobile devices, you’ll be able to select from a set of voices and then define their personality. The available voices for now are the standard Ara (Upbeat Female), Rex (Calm Male), and Gork (Lazy Male).
There’s also a settings button, which, when expanded, allows you to enable or disable NSFW mode (including swearing and adult topics), as well as a Kids Mode, which will tone Grok down to be suitable for when kids are in the car.
@greentheonly on X
How Grok Will Work (Button / Wake Word)
Users will be able to activate Grok by pressing a button, likely the same one that activates voice commands today. Grok will then remain enabled for the duration of your conversation, allowing you to go back and forth, asking and answering questions. To end your conversation, you’ll press the mic button again.
While it doesn’t appear to use a wake word yet, Green says that some code refers to a wake word, so it’s possible that this could be an option Tesla plans to activate in the future.
Replacing Voice Commands
The most significant implication of Grok’s future integration is in its potential to fully replace the existing and relatively rigid voice command system. Green notes that internally, this feature is part of the car assist module, and that eventually, the plan is for Grok to take over car control functions.
Unlike the current system, which requires specific phrases, a true conversational AI like Grok can understand natural language. This will enable more intuitive requests, completely changing how drivers interact with their car.
Language Support
@Greentheonly/X
Grok will also launch with multi-language support, similar to its current abilities in the Grok app. Green says that it already appears to have support for English and Chinese and one or two other languages.
Release Date
Grok appears ready to go from a vehicle standpoint, but Green wasn’t able to actually test it out. While development appears to be nearly complete in the vehicle, Tesla and xAI may still be working on some server-side changes to better integrate with the vehicle. If they plan for Grok to replace voice commands on day one, then it’ll need to be trained and be able to execute a variety of vehicle commands.
It’s possible Tesla is actively testing Grok or adding server-side changes to replace voice commands. However, it looks like vehicle development is nearly complete and Grok could launch as soon as the next major Tesla update, which is expected to be update 2025.24.
![Tesla Autonomously Delivers Its First Vehicle to Customer — And It’s More Impressive Than Expected [VIDEO]](https://www.notateslaapp.com/img/containers/article_images/model-y-2025/newmodely_77.jpg/382e0312c769d0bb2e1234f7ac556fad/newmodely_77.jpg)
