Exclusive: Tesla update 2022.28 adds ability to minimize Tesla Theater [video]

With update 2022.28 Tesla is making improvements to Tesla Theater

Not a Tesla App

Tesla releases a major update every four weeks that contains improvements and new features for their vehicles.

Tesla is known for rolling out updates slowly. This helps them reduce risk and give customers the most stable build possible.

The majority of Tesla owners are now on one of the 2022.20 updates (20th week of 2022), while others are on 2022.24 which includes the transition to Tesla Vision for some radar-equipped vehicles, Tesla cloud profiles and more.

We now have our first look at one of the major features in 2022.28.

With 2022.28 Tesla is introducing the ability to minimize a video in Tesla Theater. This will allow you to reduce the size of the video that's playing so that you can access other car functions.

Tesla first introduced Tesla Theater with Netflix and YouTube in its v10 release back in 2019. Tesla Theater allows Premium Connectivity subscribers to watch streaming services such as Disney+ while their vehicle is parked. You can also watch streaming videos without Premium Connectivity if you're connected to Wi-Fi.

In Tesla Theater you have a quick actions bar that lets you access some vehicle functions when the screen is tapped, however, the functions offered are fairly limited.

If you want to turn on your seat heater, open your trunk, or access any other vehicle functions, then you're stuck having to exit the video app, perform the function you wanted, reload the app and find your video again. It can be a slow and painful process.

Depending on what you're trying to access, one option is to use the Tesla app, however now with 2022.28 you will now be able to minimize the video that's currently playing in order to perform other functions.

When playing a video in full screen, there will be a new minimize icon at the top left corner that allows you to reduce the size of the video that's currently playing.

With update 2022.28 Tesla is making improvements to Tesla Theater

Not a Tesla App

When you tap the button in a Model 3 or Model Y, it will continue to play the video in a smaller size on the right portion of the screen, where maps usually lie. This will expose the vehicle's bottom menu and the car visualization area, giving you access to open the frunk, trunk, door locks and more. You'll now be able to perform most functions without ever having to stop the video.

Tapping on the video will bring it back to full screen.

For owners who often rely on Tesla Theater for entertainment, this will be a huge improvement and makes Tesla Theater much more usable.

The animation when the video is minimizing and maximizing stuttering a little bit, although it's perfectly usable and it's likely limited by the CPU in the vehicle. We expect that this will be much smoother on newer vehicles with MCU 3.

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Tesla is currently not rolling out update 2022.28 to customers as it's in later testing phases. However, 2022.28 may start rolling out to select customers in the next couple of weeks, so keep an eye on our software update pages or subscribe to our newsletter.

Tesla Cuts Newly Formed Content and Ads Team, Musk says Ads Were “Too Generic”

Tesla eliminated a newly formed marketing team of about 40 employees as part of its global layoffs, Bloomberg reported on Monday morning. On X, Elon Musk said the ads created by the team were “far too generic” adding that they would apply to “any car”.

Exactly. The ads were far too generic – could’ve been any car.

— Elon Musk (@elonmusk) April 22, 2024

The team was led by Alexander Ingram who joined Tesla in August 2019 as Communication lead for Automotive. After a few different roles connected with content and social media, Ingram was promoted last December to Senior Manager of Global Growth Content. In the new role, he was leading a global team of creatives focused on Tesla's first ads, as well as social media.

Ingram put out some excellent behind-the-scenes videos on Tesla’s technological advancements such as the one below explaining Tesla’s single casting.

Tesla’s Advertisement Strategy

At Tesla’s 2023 annual meeting of shareholders, Elon Musk said that the company would “try a little advertising and see how it goes”. Since then, Tesla ads have been seen in Google search results and on YouTube.

In Tesla’s proxy statement filed last week, it is seen that the automaker has spent around $200,000 on X-advertising through February 2024.

“As part of a multi-platform advertising campaign, Tesla also directly or indirectly purchased advertising on X, which totaled approximately $0.2 million through February 2024”

Bloomberg’s source added that Tesla still has a smaller marketing team in Europe.

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Tesla Is Ending Its Current Referral Program; New Version Will Arrive in “A Few Months”

Tesla's Referral Program

Not a Tesla App

Tesla shared on X that it’s ending its current referral program globally by the end of April. It’ll be replaced by a new one, but that is still “a few months away”, according to CEO Elon Musk.

When Musk was asked if the current credits would be lost, Musk responded by saying “No, just that new credits would not be earned until we launch a future referral program.” That means there’ll be a gap of a couple of months when owners will not be able to earn referral credits.

Tesla was always famous for relying on its community to promote its vehicles rather than spending millions (or even billions) in ad campaigns.

Through Tesla’s referral program — which started back in 2015— customers have been earning referral credits by having friends use their referral link when ordering a Tesla product or taking their first demo drive. At the time, it started with a direct $1,000 prize for the referrer but later evolved to a more complex system with different tiers and points.

Prizes have changed a lot over the years

In its latest version, scheduled to end by the end of the month, Tesla models (S, X, and Y), along with Powerwall, solar panels, and solar roofs, are available for purchase using a referral link. In this version, owners can redeem credits from merchandise to software upgrades for their vehicles. They can even redeem credits for several months free of Premium Connectivity or FSD.

Our current referral program benefits will end after April 30 in all markets

— Tesla North America (@tesla_na) April 20, 2024

The Evolution of the Referral Program

Tesla’s first referral program was released in July 2015 where customers who referred new buyers would receive $1,000 for every new Tesla Model S delivered. For those who were able to accrue 5 or 10 referrals for the US automaker, Tesla raised the bar and offered invitations to the opening of its Giga Factories or even a fully loaded Model X.

Over the first 2 years, Tesla significantly increased the value of the prizes and even offered free or discounted Roadsters with enough referrals. However, in 2019, Elon Musk decided to stop amid cost concerns.

The referral program was re-launched in late 2019 offering new buyers free supercharging for a period of time, FSD access, premium connectivity, or $500 off a new vehicle.

What’s Next

Given the considerable gap of “a few months” between the current program and the next one, it is expected that Tesla will bring a new structure with updated awards focused on minimizing Tesla’s cost while increasing the brand’s awareness.

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