Tesla Starts Advertising on X, YouTube and Facebook [VIDEO]

By Kevin Armstrong

Tesla, a company known for not using conventional marketing strategies, appears to have launched its first full social media campaign. X users reported seeing ads on different platforms worldwide, including X, which is, of course, owned by Tesla CEO Elon Musk. However, advertisements have been popping up on YouTube and Facebook.

As Tesla ventures into social media advertising, the company is simultaneously preparing for a year that CEO Elon Musk anticipates might see lower growth rates. During the most recent earnings call, Musk provided insights into Tesla's strategic direction for 2024, emphasizing the company's position between two major growth waves. Despite this forecast, Tesla is actively implementing strategies to maintain its momentum and ensure long-term success.

A Strategic Shift in Tesla's Strategy

Although not the first instance of Tesla delving into advertising, the company's recent move to include social media platforms marks a significant expansion of its marketing efforts. Previously, Tesla tested the waters with targeted Google ads, primarily in the UK and the US, focusing on search engine visibility. These initial steps were indicative of Tesla's cautious approach to advertising, aiming to gauge its effectiveness without committing substantial resources.

The recent earnings call shed light on Tesla's advertising and educational campaigns' preliminary results and return on investment. Tesla did have a digital campaign underway at the end of 2023 that was highly targeted and aimed at driving awareness about the brand and its products.

These campaigns, particularly one in Texas, reached approximately 10 million unique viewers and generated close to 0.5 million visits to Tesla's website, many of whom were first-time visitors. This data suggests that digital advertising can significantly enhance Tesla's visibility and address misconceptions about EVs, including concerns about safety and affordability.

This expansion aligns with Musk's comments during the earnings call about the need to increase awareness in regions where Tesla's market share is low. Using a mix of social media platforms, Tesla can tailor its messaging to different audiences, ensuring its campaigns resonate with diverse consumers.

The Impact of Digital Advertising on EV Awareness

The strategic focus on digital advertising comes at a crucial time for Tesla and the EV industry. As competition intensifies and market dynamics evolve, Tesla must recognize the importance of addressing affordability, enhancing awareness, and correcting misconceptions about electric vehicles. The company's digital campaigns highlight EVs' benefits, such as their environmental impact, advanced technology, safety features, and increasingly competitive pricing.

By leveraging social media platforms' reach and targeting capabilities, Tesla can effectively communicate these messages to a global audience, potentially accelerating the shift toward sustainable transportation. This approach also allows Tesla to gather valuable consumer behavior and preferences data, informing future marketing and product development strategies.

New Buyers While Keeping the Loyal Customers Happy

The advertising campaign comes just one day after the company announced a significant offering to entice current owners to upgrade. Notably, Tesla now allows the transfer of Full Self-Driving (FSD) packages and supercharging benefits to new vehicles purchased by existing customers. The new cars must be delivered by the end of March.

While Tesla prepares for a year of potentially lower growth in 2024, its strategic moves highlight its proactive approach to overcoming challenges. By focusing on innovation, enhancing customer value propositions, and leveraging social media platforms for advertising, Tesla is taking comprehensive steps to ensure its resilience and long-term success.

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Tesla Looks to Add New Full Self-Driving and Premium Connectivity Plans in Canada

By Kevin Armstrong
FSD subscription may be coming to Canada
FSD subscription may be coming to Canada

Tesla may soon support a monthly FSD subscription and the Premium Connectivity annual plan for Canadian customers. The possible move was discussed on X as Tesla’s Vice President of Public Policy and Business Development, Rohan Patel, responded to inquiries.

FSD Beta Subscription in Canada

The potential introduction of the FSD beta subscription in Canada represents a notable evolution in Tesla’s FSD pricing. The monthly subscription is available in the U.S. for $200 USD per month, this service allows Tesla owners to access the company’s suite of Advanced Driver Assistance Systems (ADAS). Considering currency exchange rates, this could translate to around $270 CAD monthly for Canadian consumers. This pricing strategy aims to make Tesla’s ADAS features more accessible, offering flexibility to subscribe or unsubscribe based on individual needs and circumstances, such as seasonal driving preferences. Currently, Canadian customers only have the option to buy FSD in full at $16,000 CAD.

While a subscription service for FSD Beta may allow more drivers to try out the technology, it will also assist Tesla in gathering more information and improving the system faster. The more miles clocked by FSD, the more the system learns.

Miles driven on FSD
Miles driven on FSD

Premium Connectivity Annual Plan

Alongside the FSD beta, Tesla is exploring the possibility of offering an annual subscription model for its Premium Connectivity service in Canada. Tesla started offering an annual subscription for Premium Connectivity in the US back in 2022 at $99.99, representing a 20% savings. Premium connectivity offers drivers additional features such as Live Traffic Visualization, Satellite-View Maps, and streaming services such as Netflix, Spotify and YouTube. The anticipated price for Canadian subscribers is set to be around $139.99 annually, offering a savings opportunity compared to the current monthly subscription rate of $13.99 CAD.

Patel's engagement on X highlights Tesla's proactive approach to addressing potential legal and regulatory barriers that might impede the introduction of these services in Canada. He committed to investigating these issues, underscoring Tesla's dedication to its Canadian customer base.

Strategic Investments and Enthusiastic Community

Tesla's plans for Canada go beyond just offering new subscription services. The company has made significant investments in manufacturing, engineering, and supply chain operations in the country.

Tesla FSD Beta v12 Auto Parks, Completes U-Turns, But Removes Traffic-Aware Cruise Control Ability

By Kevin Armstrong
Tesla has released FSD Beta v12 to some customers
Tesla has released FSD Beta v12 to some customers

Tesla's FSD Beta version 12.2.1, update 2023.44.30.20, recently started going out to some owners, which resulted in more videos posted on X. There are several examples of amazing technology at work, but also evidence that more work is needed.

Ashok Elluswamy, Tesla's Director of Autopilot Software, recently highlighted the sophistication of FSD Beta v12 on X, emphasizing how the system's end-to-end approach is tackling complex driving scenarios with remarkable ease. His response came to a video of FSD maneuvering around a large puddle.

FSD V12 Does U-Turns

One of the standout features of FSD Beta v12 is its ability to execute U-turns seamlessly when required by the route. This is where real-world examples show the good and the bad of this highly advanced maneuver come into play. X user AI DRIVR, an account posting several high-quality videos of V12.2.1 in action, demonstrates a flawless U-turn.

Unfortunately, not all U-turns posted on X are as pretty; Randolph Kim has been experimenting with several scenarios. While later videos showed better behavior with u-turns and roundabouts, the earlier attempts had to be disengaged.

Parking Mode / First Glimpse at Park Seek

During our first glimpse of FSD v12 during Musk’s livestream, we noticed a new behavior when the vehicle reached its destination. Instead of just stopping, the vehicle now pulled over to the side of the road. However, it looks like the newest release goes one step further.

In a video by ArthurFromX, the vehicle is navigating to a parking lot. Not only does the vehicle successfully navigate to the parking lot, but it hunts around for a spot and then successfully parks without any additional instructions.

This could be our first glimpse at Tesla’s upcoming Park Seek feature that will eventually let the vehicle drop you off at the door and then go park itself.

Return of the Snapshot Button

Tesla appears to have reintroduced the Snapshot button in this update, at least to some owners. The snapshot button allows drivers to send additional information to Tesla regarding Autopilot's performance. This feature and the existing voice command feedback option provide Tesla with invaluable data to improve the FSD system further.

Automatic Speed Offset

Another noteworthy addition is the Automatic Set Speed Offset feature, which grants the vehicle autonomy to adjust its speed based on factors such as road type, traffic flow, and environmental conditions. The video below shows this feature in action. The feature is turned off by default and it currently only applies to street-level roads, but it’s a shift toward more human-like behavior for FSD Beta.

TACC is No Longer Accessible

Recently, Tesla revised the Autopilot activation method to avoid confusion and offered drivers two choices — a single pull of the stalk to enable FSD Beta or the traditional two taps. However, with FSD Beta v12, drivers are now required to use the single pull method to activate Autopilot.

Traffic-Aware Cruise Control (TACC) has traditionally been one pull of the stalk and Autopilot two pulls, but with the new single-pull method to activate Autopilot, TACC becomes unavailable. This hasn’t been a big deal until the release of FSD v12. With v12 Tesla is now requiring FSD Beta to use the single tap activation method.

This means that if a driver chooses to use FSD Beta, then TACC is no longer accessible. The only way to enable it is to go into Controls > Autopilot and turn off FSD Beta and instead choose Autosteer (or TACC). However, if you wish to enable FSD Beta again later, then it requires the vehicle to be in Park. Switching between Autosteer and FSD Beta isn’t practical for drivers. For those who rely on TACC, this issue could be a significant disadvantage in this release.

Update 2023.44.30.20

FSD 12.2.1
Installed on 0% of vehicles
0 Installs today
Last updated: Feb 25, 6:00 am

Several drivers have praised FSD Beta v12’s ability to navigate complex situations, better decision-making, and smoother behavior. However, as with any cutting-edge technology, there have been instances where the system's responses have room for improvement, highlighting the importance of its continued development.

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