You can now buy a new Tesla directly from the Tesla app
Not a Tesla App
Want to buy a Tesla? There's an app for that. Sorry, but the old catchphrase still rings true. Apple introduced us to the world of Apps in 2009 with a marketing campaign around that slogan. The commercial also said there is an app for just about anything. Fast forward 13 years, and you can add buying a Tesla to the list.
For a company that has never spent a dime on advertising, its marketing continues to dominate. When Tesla announced that it would allow non-Teslas access to its vast Supercharger network, it also gave thousands of electric vehicle owners a reason to download the company's app. That allows Tesla access to countless warm leads. These people already have EVs and now have Tesla's logo on their phones. They will have to open the app to use the charging station, and while waiting, maybe they want to look at the other features in the app. Until recently, you could buy a hat, a shirt or a mug, but now you can buy a Tesla.
Tesla pushed out a server-side update that includes a new button that simply says Order Now, Shop for a new car. It's that easy. The Four Ps are popular marketing methods, product, price, place and promotion.
This small addition to the app hits every P. The product speaks for itself as a trailblazer in the EV sector. The price is market tested, and clearly, it's right because the vehicles are in high demand. The place is how you get your product in front of buyers, well, this app is right in the buyer's hands. Promotion is how the product is advertised. For this, all people have to do is look around at the charging station and all the Teslas there while enjoying one of the more than 35,000 Supercharger stations.
Not only is Tesla getting electric vehicle owners to consider its product, but the company also has direct access to its existing fans. Perhaps you are sitting there with your Model 3 and spot a shiny red Model Y with turbine rims. Maybe you want that model next time you are in the market. You think, I'll look it up when I get home. Now you can look it up right there on the spot. With just one tap, you're on to the model and down the rabbit hole.
The process is the same as the website with its incredibly simplified buying process. After you pick the model, you choose the exterior color and the wheels, then it's the interior color and your choice if you want Enhanced Autopilot and Full Self Driving. It's remarkably simple and oh, so easy to order, almost too easy!
Elon Musk started Tesla's AI Day 2022 by saying, "I want to set some expectations with respect to our Optimus Robot," just before the doors opened behind him. A robot walked out, waved at the audience, and did a little dance. Admittedly a humble beginning, he explained, "the Robot can actually do a lot more than what we just showed you. We just didn't want it to fall on its face." Musk's vision for the Tesla Robot, "Optimus is going to be incredible in five years, ten years mind-blowing." The CEO said other technologies that have changed the world have plateaued; the Robot is just starting.
Tesla's CEO envisions Optimus eventually being like Commander Data, the android from Star Trek the Next Generation, except it "would be programmed to be less robot-like and more friendly." Undoubtedly there is a long way to go to achieve what Doctor Noonien Soong created in Star Trek TNG. What was demonstrated onstage wasn't at that level, but several videos throughout the presentation highlighted what the Robot is capable of at its very early stage in development. The audience watched the Robot pick up boxes, deliver packages, water plants and work at a station at the Tesla factory in Fremont.
Development over 8 Months
The breakdown of some of the systems of the Tesla Robot
Tesla (Edited by Not a Tesla App)
The first Robot to take the stage at AI Day was not Optimus, but Bumble C, another acknowledgement to The Transformers, as Bumble Bee played a significant role in that franchise. However, Bumble C is far less advanced than Optimus, who did appear later but was on a cart.
Several Tesla engineers took turns on the microphone describing some of the most complex elements of the project that was first announced one year ago. Perhaps the best description of the project was the company moving from building a robot on wheels to a robot on legs. However, that may be oversimplifying. For example, the car has two motors, and the Robot has 28 actuators.
Overall Design and Battery Life
Tesla's brightest demonstrated how the production has come to life over the past eight months. It seems this group of computer masterminds had to become anatomist experts as Tesla took hints from the human body to create a humanoid robot. That is an essential factor in creating Optimus. Everything people interact with is made usable by a human, with two legs, two arms, ten fingers etc. If the Robot differed from what the world is already designed for, everything would have to change. However, recreating the human body and its countless movements would take far too long, so Tesla has stripped it down to less than 30 core movements, not including the hand.
Like the human torso contains the heart, the Robot's chest holds the battery. It's projected that a single charge would provide enough for a full day's work with a 2.3-kilowatt-hour battery. All the battery electronics are integrated into a single printed circuit board within the pack. That technology keeps charge management and power distribution all in one place. Tesla used lessons learned from vehicle and energy production to create the battery allowing for streamlined manufacturing and simple and effective cooling methods.
Tesla showed what the Robot sees, and it looked very familiar. That's because the neural networks are pulling directly from Autopilot. Training data had to be collected to show indoor settings and other products not used with the car. Engineers have trained neural networks to identify high-frequency features and key points within the Robot's camera streams, such as a charging station. Tesla has also been using the Autopilot simulator but has integrated it for use with the Robot programming.
Tesla shows off what the Optimus robot sees
Tesla (Edited by Not a Tesla App)
The torso also contains the centralized computer that Tesla says will do everything a human brain does, such as processing vision data, making split-second decisions based on multi-sensory inputs and supporting communications. In addition, the Robot is equipped with wireless connectivity and audio support. Yes, the Robot is going to have conversations, "we really want to have fun, be utilitarian and also be a friend and hang out with you," said Musk.
Motors Mimic Joints
The 28 actuators throughout the Robot's frame are placed where many joints are in the human body. Just one of those actuators was shown lifting a half-tonne nine-foot concert grand piano. There have been thousands of test models run to show how each motor works with the other and how to effectively operate the most relevant actuators for a task. Even the act of walking takes several calculations that the Robot must make in real-time, not only to perform but also appear natural. The robots will be programmed with a locomotion code; the desired path goes to the locomotion planner, which uses trajectories to state estimations, very similar to the human vestibular system.
Human hands can move 300 degrees per second and have tens of thousands of tactile sensors. Hands can manipulate anything in our daily lives, from bulky, heavy items to something delicate. Now Tesla is recreating that with Optimus. Six actuators and 11 degrees of freedom are incorporated into the robot hand. It has an in-hand controller that drives the fingers and receives sensory feedback. The fingers have metallic tendons to allow for flexibility and strength. The hands are being created to allow for a precision grip of small parts and tools.
Responsible Robot Safety
Musk wanted to start AI day with the epic opening scene from Terminator when a robot crushed a skull. He has heard the fears and people warning, "don't go down the terminator path," but the CEO said safety is a top priority. There are safeguards in place, including designs for a localized control ROM that would not be connected to the internet that can turn the Robot off. He sees this as a stop button or remote control.
Musk said the development of Optimus may broaden Tesla's mission statement to include "making the future awesome." He believes the potential is not recognized by most, and it "really boggles the mind." Musk said, "this means a future of abundance. There is no poverty. You can have whatever you want in terms of products and services. It really is a fundamental transformation of civilization as we know it." All of this at a price predicted to be less than $20,000 USD.
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