In the rapidly advancing realm of artificial intelligence, Elon Musk is embroiled in a unique talent battle as Tesla and his latest enterprise, xAI, vie for the industry's leading minds. The shift of Tesla's computer vision chief, Ethan Knight, to xAI, illustrates a wider movement of key personnel between major tech players. This highlights the intense competition for AI's brightest stars.
While initially poised to join OpenAI, Knight's pivot to xAI adds a twist to the narrative, with Musk downplaying the notion of poaching yet acknowledging the fierce rivalry for top talent. To counter this, Tesla is introducing even more compelling incentives to retain its pioneering engineers."
In response to hundreds of queries and comments on the situation, Musk downplayed the impact of Knight's departure, emphasizing Tesla's robust team of over 200 engineers dedicated to AI and autonomy. Many comments on X suggest Musk is poaching from Tesla as a way to force the company to give him more compensation and voting power. “Musk responded: I (obviously) don’t need (the) money personally, but am concerned about not having voting power that to influence Tesla to do the right thing.” He currently has about 13% of the company but wants 25% control.
Tesla's Countermeasures
Musk himself noted that Knight's decision was influenced by competitive offers from both xAI and OpenAI, hinting at the fierce recruitment landscape Tesla is navigating. Musk's comments highlight a broader narrative, portraying Tesla's ongoing acceleration in autonomy advancements despite the competitive pressures. He acknowledges the AI talent war as unprecedented in intensity, underlining the strategic importance of AI talent for the future of both Tesla and the broader tech industry.
Tesla is increasing comp (contingent on progress milestones) of our AI engineering team
Musk revealed Tesla's strategy to counter-recruitment efforts. The company is not just matching the lucrative offers from rivals but also innovating its compensation structure. By tying compensation increases to progress milestones, Tesla aims to foster a culture of achievement and progress.
The Underlying Talent War Dynamics
The movement of high-profile engineers like Ethan Knight highlights a deeper competition for AI supremacy. With xAI successfully enticing several Tesla engineers, concerns arise over potential conflicts of interest and the implications for Tesla's Full Self-Driving (FSD) technology. The talent war is not just about compensation but also about the direction of AI development. It reflects a broader industry trend where the demand for AI expertise far outstrips supply, leading to aggressive recruitment strategies and significant shifts in talent.
Tesla's ability to continue its pace of innovation in AI and autonomy will depend on its success in navigating this talent war, balancing the need to retain key personnel with the drive to push the boundaries of technology. As the battle for AI talent rages on, Tesla has to balance stability and the pursuit of groundbreaking advancements with its strategies and responses, shaping the future of autonomous driving.
After canceling the in-house wrap program for the Cybertruck last month, Tesla has reintroduced the program with a lot of changes. Let’s take a look at the original program, then we’ll dive into what’s changed.
Tesla began the wrap program for the Model 3 and Model Y in the fall of 2023. With the arrival of the Cybertruck, Tesla launched Matte Black and Satin White options for the Cybertruck and later added 11 more colors.
Tesla initially offered high-quality PPF (Paint Protection Film) wraps, which protect the paint in addition to changing the color of the vehicle. PPF is thicker than traditional vinyl wraps, but the material costs more and is more time-consuming to apply.
Tesla’s updated program switches away from PPF wraps and now offers traditional vinyl wraps at a cheaper price. This makes Tesla’s wrap service more comparable to third-party installers.
Correction: We initially reported that the new wrap program offered PPF rather than vinyl and that the program was only available for new deliveries.
New Wrap Prices
First things first - the price of the wraps has dropped considerably, mostly due to the change away from PPF. While these prices are still a little more expensive than what you could find at a third-party location, you have the advantage of getting it directly from Tesla.
Vehicle
Original Cost
New Cost
Cybertruck
$8,000
$4,500
Model 3 / Model Y
$6,500
$4,000
Model S / Model X
Not available
Not available
Tesla initially offered 11 wrap colors, but that selection has now been reduced to eight per vehicle. Interestingly, the color options vary by model—Model 3 and Model Y owners have their own distinct palette. The Cybertruck also boasts its own unique set of colors, though unfortunately, the popular Satin White option is absent from its catalog.
Of course, the ever-popular Matte Black is still available, along with a fairly unique set of other vivid colors.
New Locations
Not a Tesla App
When the wrap program launched, it was limited to just three locations in California and one location in Texas. That meant that unless you were taking delivery at West Covina, Oceanside, Costa Mesa, or Santa Clara, you’d be unable to get a first-party wrap done by Tesla.
Under the new program, Tesla is offering wraps out of all the original locations and adding Seattle, Washington. What initially seemed like Tesla scaling back its wrap service has turned out to be them making it more affordable and efficient. While the switch to vinyl may disappoint some owners, in reality, a lot of owners probably didn’t know the difference between PPF and vinyl, making Tesla’s service seem disproportionally more expensive.
No Longer New Purchases Only
While the original wrap program was constrained to new vehicle purchases—you can now have Tesla wrap a vehicle that’s already been delivered. Paint damage and scuffs can impact the installation of wraps and require additional time to smooth out the vehicle surface, and most third-party installers charge additional fees to prepare the surface.
Tesla doesn’t appear to be charging any additional surface prep fees at this time and is able to install on any Model 3, Model Y, or Cybertruck that’s been delivered after 2023.
Either way, with cheaper wrap options, Tesla is now directly competing against third-party wrap shops. While it’s still a bit more expensive than you’d find elsewhere, it also comes with a level of care and precision from technicians intimately familiar with your vehicle.
For the first time in quite a while, Tesla has increased the price of one of its vehicle offerings. The Model S Long Range and the Model S Plaid have both received a hefty price increase. However, not all is bad - as Tesla also added a new benefit for buyers.
Price Increase
The price increase for the Model S is $5,000 - currently only in the United States. This price increase will likely impact other markets, including Canada, in the coming days.
The Model S Long Range now starts at $79,990, while the Model S Plaid now starts at $94,990. The Model S and Model X now have the same starting price. Interestingly, that’s also the same pricing point for the Cybertruck AWD and Cyberbeast Trimotor non-Foundation Series.
The vehicle configuration does not appear to have changed, so the new pricing is simply an increase rather than the addition or removal of features. Tesla previously cut the price of the Model S and Model X by 15% in 2023, so this could simply be an adjustment to ensure that the vehicle pricing stays in line with inflation and other factors.
Free Lifetime Supercharging
For those on the fence about ordering a Model S, Tesla has brought back Free Lifetime Supercharging when you order a new Model S on or after December 13, 2024. As always, Free Lifetime Supercharging is restricted to the buyer’s Tesla account and to that specific vehicle. It cannot be transferred to another vehicle or another owner after ownership transfer. It’s worth noting, that it also doesn’t exclude the owner from receiving Supercharger idle fees or congestion fees. There is currently no end date for this promotion.
There are currently no changes to the Model X, neither a price increase nor the addition of Lifetime Superchargering. However, when Tesla makes changes to one of their premium vehicles, it usually affects the other one as well. So be on the lookout for potential changes to the Model X offering in the coming days.
We’ve seen Tesla value Lifetime Supercharging at $5,000, so this falls in line with the price increase we’re seeing. It’s possible that Tesla will begin to bring back Lifetime Supercharging as a perk for buying into their more premium Model S and Model X cars, or this could be another temporary promotion to get buyers who are on the fence to go ahead and make their purchase while this promotion lasts.
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