Tesla warned during its most recent earnings call that it is between two growth waves. That is not the best news for a company that posted lower-than-expected numbers in 2023. As Tesla navigates through the evolving landscape, it makes significant strategic adjustments. These adjustments may impact the more than 140,000 employees, according to a report by Bloomberg.
Amidst a backdrop of tech-sector layoffs and a broader economic shift towards artificial intelligence and energy storage, Tesla is taking proactive steps to adapt its workforce, enhance its product offerings, and leverage social media for the first time to boost its brand awareness.
Streamlining Operations Amidst Market Challenges
Tesla is also taking decisive action to address the challenges the current economic climate poses. With profit margins narrowing and a forecast of lower growth rates in vehicle deliveries in 2024, Tesla is scrutinizing its workforce to identify crucial roles and drive cost efficiencies. This strategic workforce adjustment is a response to fading demand, price cuts, and the financial impact of ongoing projects. By refining its operational focus, Tesla aims to safeguard its financial health and continue delivering innovative products.
Tesla's energy production and storage continue to lead the way for the company, with significant yearly growth and even further advancements in 2024. The company's investment in AI technologies, including developing the DoJo supercomputer, signifies a commitment to innovation. As analysts and experts note, these initiatives could significantly enhance Tesla's market value and ensure its products remain at the forefront of technological advancement.
Ramping up Advertising and Value
As reported earlier this week, Tesla has launched its first comprehensive social media advertising campaign. This strategic expansion into digital platforms marks a significant move for Tesla to increase brand awareness and address common misconceptions about EVs.
Adding to its strategic initiatives, Tesla has introduced offerings to incentivize current owners to upgrade their vehicles. The company now allows the transfer of Full Self-Driving packages and supercharging benefits to new cars, enhancing the value proposition for loyal customers.
There have also been price cuts on different models in regions worldwide. This move, coupled with the advertising efforts, demonstrates Tesla's commitment to continue to build by attracting new buyers and retaining existing ones.
As Tesla prepares for a year of potentially lower growth, its strategic shifts and focus on new technologies, refining its operations, and exploring innovative marketing strategies, Tesla is poised to navigate the challenges ahead. These efforts reflect Tesla's resilience and dedication to promoting sustainable transportation and shaping the future of mobility.
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Tesla has begun to reach out to customers in the United States and is offering demo drives of the Cybertruck on an invite-only basis. @brandonhd on X shared the first invite image, and it looks like it's going out quite quickly to multiple locations that have Cybertrucks on display.
Up until now, display vehicles have been for just that – looking, but no touching. Some Tesla delivery centers and showrooms have also allowed viewers to take a seat inside and open it up, but most are still locked away behind the velvet rope.
It’s exciting to see that Tesla has begun to demo them – and it can only be so long until demo drives open up to everyone.
Advisor-led Demo
This Demo Drive is led by a Tesla Advisor – while you’re driving, the advisor will be in the passenger seat, walking you through the experience. They’ll explain steer-by-wire, off-road controls, and will introduce new-to-Tesla buyers to all the features that are currently available.
The list of locations so far for demo drives appears to be fairly limited, but we will hopefully see demo drives roll out throughout the United States, and eventually Canada too. Here is the current list of city/state locations that have seen demo drive invites.
Actually Smart Summon, the successor to Tesla’s Smart Summon feature, has been confirmed to be coming as soon as next month as per Elon Musk. Colloquially known as “ASS”, Actually Smart Summon is supposed to improve on the regular Smart Summon capabilities, which have historically used ultrasonic sensors (USS) to navigate parking lots.
We’re looking forward to Actually Smart Summon, and we’re quite excited about what other features will be unlocked once it finally shows up at our doorstep.
Vision-based Improvements
ASS is supposed to bring Smart Summon to vehicles that don’t have USS – using Tesla Vision. Most recently, Tesla has brought Autopark to vehicles without USS, and Vision-based Autopark has been a huge success. It is faster, more reliable, and smoother than the older USS-based solution. It can also park and maneuver in tighter locations.
Today, Smart Summon is sometimes useful at best, usually a party trick, or downright dangerous at worst. It’s excellent and best used in straight lines, where you have a clear line of sight of the vehicle, and can stop it if doesn’t see an obstacle.
I used Smart Summon today, just before writing this article – my 2022 Model Y (with USS) – did manage to show up just fine – in a straight-line location from where I was parked, after exiting the parking spot fairly cleanly. However, I’ve previously used Smart Summon and have had the vehicle turn towards obstacles, such as cart returns or curbs. Overall, it’s a sometimes-useful feature that has a lot of drawbacks right now.
Smart Summon is also restricted to a certain distance – and it's pretty small. The max distance is shorter than most parking lots, being only about 215 ft (65m). If you’re lucky enough to park close, it's very useful to bring your car right to you.
Actually Smart Summon
ASS will bring FSD V12-like capabilities to Smart Summon – the vehicle will primarily use Vision to drive toward you (or the location you’ve indicated). ASS has been supposed to be coming since about September 2022 and has seen many delays – we’re almost at the 2-year point today.
We’re looking forward to Actually Smart Summon being able to bring the vehicle – safely – right to you. ASS is also one of the key steps towards bringing some other cool features that Elon Musk has previously mentioned – Park Seek and Banish Autopark.
We’re also hopeful that Actually Smart Summon will increase the maximum range a vehicle can be summoned, because the current range is fairly small. Alongside Park Seek and Banish Autopark, we’re closing in on a Robotaxi-based future.
Park Seek and Banish Autopark
When the FSD v12.4 showed up, Elon also mentioned that going forward, vehicles would automatically park themselves when arriving in a parking lot – Park Seek – and that if you got out of the car at the entrance to a business, you could get it to automatically park itself in the parking lot – Banish Autopark. These are two features that are needed for Robotaxi to work – which itself is delayed to October 10th of this year. We’re looking quite forward to them – as in combination with Actually Smart Summon, Tesla has reached the cusp of vehicle autonomy.
A vehicle that arrives, driverless, at the location you’re at, then drives somewhere, parks itself there, and waits for you – is the definition of a Robotaxi.
While we’re likely to have to wait for Banish Autopark and Park Seek just a bit longer, Actually Smart Summon being around the corner is exciting! Gone will be the days of having to run out to your car when you forgot your umbrella – your car will just come right to you instead.
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!
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