Brand Finance praised Tesla in two separate reports, calling it a sustainability leader and listing the company as the ninth most valuable brand globally. However, Tesla's CEO did not rank as well in the company's third report, the Brand Guardianship Index 2023.
As a result, Elon Musk has dropped out of the top 100 CEOs in the Brand Finance report, which measures the reputation and performance of the leaders of the world's leading brands. This drop is a notable change from last year when Musk was ranked 30th on the list.
Twitter's Impact on Tesla
However, the report seems much more concerned with Musk's performance at Twitter than with Tesla. One of the main reasons for this drop in reputation is Musk's tenure as CEO of Twitter, a role he took on in October 2022. His controversial restructuring of Twitter, which eliminated many positions to refocus the company on profitability, has put the brand under intense criticism from some business journalists and commentators. Musk has been the center of attention for several reasons, and the headlines are usually not kind to the 51-year-old.
The large volume of news stories about high legal fees, congressional hearings, resignations, and the decreasing popularity of Twitter as a social media platform have contributed to a drop in the company's reputation. Additionally, the reputation of Tesla as a company also dropped due to these controversies, according to the report.
Numerous Tesla investors have been hounding the board of directors to either have Musk more involved with Tesla and less distracted by Twitter or find a new CEO. Musk sold millions of Tesla shares to acquire Twitter. Since taking over Twitter, Tesla's stock was in free fall to close 2022, losing 70 percent of its value and closing out its worst quarter on record. However, Tesla stock has recently surged, partly due to a great earnings report. The stock is up almost 50% since the start of the year.
CEOs Must Enhance Brands
Brand guardians must uphold the reputation of the brands they are responsible for and ensure that internal and external stakeholders are confident in the brand executives' leadership and strategy. Failure to do so can lead to a drop in reputation due to wider public sentiment and media coverage of high-profile executive leaders.
As the case of Twitter and Elon Musk shows, a brand's reputation is closely tied to its leadership's reputation. It is essential for brand guardians to be aware of this and take appropriate action to protect and enhance the reputation of their brands.
With the Model Y Juniper closer than ever, with production potentially beginning as soon as this month at Giga Shanghai, it is time to put all the cards on the table and take a look at everything we know about Project Juniper before it becomes a reality.
To make this easy, we’ll break this down into sections and then expand into what we know, what we expect, and any remaining rumors. This page should be a one-stop shop for everything we know about Project Juniper.
Battery & Range
Let’s kick off with the battery. While there were initial reports that Juniper could potentially get a 95kWh battery, this is relatively unlikely. The Model Y is aimed to replace the average SUV, which means that it has to compete against other SUVs in both price and range.
While the Model Y doesn’t take any trophies for range, it is priced attractively throughout the world, and this is one of the key reasons that it has been the best-selling vehicle globally in back-to-back years.
Instead, we’d go ahead and take a more conservative estimate and assume that the Model Y Juniper’s range will sit fairly close to the current vehicles. At best, a 10% range increase can likely be expected. Here’s our take in the table below.
Variant
Current Model Y
Model Y Juniper
Long Range Rear Wheel Drive
337mi
350mi
Long Range All Wheel Drive
320mi
340mi
Performance
311mi
330mi
In addition, Tesla will most likely use the same pack that currently exists in the Model 3 Highland - the two vehicles share many similar parts. This parts similarity offers Tesla the ability to rapidly and quickly scale vehicle production while also cutting down on production and service costs due to part sharing.
Changing to new battery tech, like the upcoming NC20s could be a possibility, but Tesla has previously mentioned they don’t expect to introduce these until at least late 2026. Instead, we’ll probably see updated versions of the CATL 6M packs for the RWD variant and 2170 cells from Panasonic or LG in the other two variants.
Wireless Charging Contacts
The Cybertruck shipped with a set of internal connectors to prepare it for a future retrofit for Tesla’s Wireless Charger - and we’re hoping to see this in the Model Y Juniper as well. After all, why not future-proof newer vehicles for robotaxi capabilities like wireless charging if the Cybertruck already has support?
Adaptive Suspension & Track Mode V3
The Model 3 Highland’s performance variant arrived with frequency-selective damping suspension, while the overall Highland package was improved with softer springs and a smoother ride. Plus, tuning for suspension options arrived in the Dynamics menu, enabling owners to tighten up or loosen up their ride based on what they felt most comfortable with.
Further tuning was enabled in Track Mode V3, which provided even more options and more control over vehicle endurance than Track Mode V2. Track Mode V3 will be a big jump for the Model Y Juniper, so we’re excited to see what they do here.
Light Bars & Front Fascia
All the leaked images we have seen of Juniper so far have given us a good perspective on what really looks like a light bar, and the latest uncovered leak confirms what we already suspected.
The two lights, upper and lower.
Not a Tesla App
Similar to the Cybertruck, the front light bar acts as daytime running lights, while the lower mounted lights act as the actual low beams and high beams. What’s interesting is that the newly uncovered photos reveal what looks like two gaps in the light bar. Most Tesla fans agree that it’s not a great look and would much rather have a continuous light bar across the front of the vehicle.
On the rear side, we’ve also seen a rear light bar in some leaked images, but others show a totally different rear design that doesn’t integrate a light bar but instead has a one-piece tail light and a set of bottom lights. We’re not quite where Tesla will go with the rear, but it's likely to be the one-piece + set of bottom lights, as the bottom lights are a legal requirement in North America, Europe, and China.
Abomb1997 on Reddit
Performance-Only Fascia
The Model 3 Highland’s performance variant received an updated fascia that helps direct air to the wheels and brakes for cooling - and we expect a similarly designed, more aggressive fascia to arrive with the Performance variant of Juniper.
Interior
The Model 3 Highland received fantastic interior upgrades, so we expect to see most, if not all of them arrive on the Model Y Juniper as well.
Ventilated Seats
Just like the Model 3 Highland, we expect Juniper will be equipped with ventilated seats, which brings a fairly premium-level feature to a vehicle more aimed at the mass market. Ventilated seats have always been a big ask from customers, and the Model 3 receiving them was a good sign that this feature will make its way into the Model Y Juniper as well.
Updated Steering Wheel
Not a Tesla App
A new photo of the interior not only shows off a stalkless steering wheel with the primary shifter moved over to the screen but also reveals a squircle steering wheel. It’s not clear whether this will make its way to production, but given all the changes to Juniper when compared to the new Model 3, it wouldn’t be surprising if Tesla added another unique feature to the upcoming 2025 Model Y.
If you really miss those turn stalks - we recommend taking a look at Enhauto’s S3XY stalks, which are launching in early 2025! However, make sure you give the signal buttons a try - while they take some time to get used to, they are pretty nice!
Rear Screen
The Model 3 Highland finally brought with it a rear screen to all its variants usable for gaming, media content, and controlling rear climate. It’s a convenient and fantastic update that helps the Model 3 feel just a little more premium.
We expect the rear screen to also make its way to the Model Y Juniper, and costs little to nothing for Tesla to add, as it is run off the main infotainment computer. It actually probably benefits Tesla, as it increases the demand for rear passengers to be able to watch YouTube, Netflix, or something else - which requires Tesla’s Premium Connectivity,
Ambient Lighting
Another set of leaked images also showed off the interior ambient lighting - it looked different enough from the Model 3 to not be the same vehicle. The interior ambient lighting in Juniper seems to go midway down the door rather than ending at the very edge of the door.
Take this one with a grain of salt, though - as this was likely a very early prototype, and the leaked images are from July. Six months is a lot of time to make a lot of changes to a vehicle - especially since Tesla has already introduced ambient lighting in the Chinese Model Y.
6 Seat Variant
A report from a Chinese paper mentioned that a 6-seat variant of the Model Y would make its way to the production lines sometime in late 2025. Reuters also reported that this variant would be a Chinese-exclusive version, but we’re hoping to see this make its way to North America and Europe as well - especially since the 7-seat variant can be extremely cramped.
More Speakers
Tesla puts a lot of effort into their sound systems - fine-tuning them to sound far better than most third-party solutions in other vehicles. The Highland brought with it an additional 3 speakers for the Long Range and Performance variants, and the updated Model Y Juniper will likely have the same additional set of speakers.
FSD Hardware
While the updated Model Y is expected to have a new front bumper camera and a rear camera that’s placed on the trunk lid instead of above the license plate, we don’t expect any other changes on the FSD front.
That means we can expect that AI4 will be powering the Juniper Y, just like the rest of the Tesla fleet, at least for the time being. If you were hoping to hop onto the latest and greatest FSD hardware with the launch of the Juniper, you may be disappointed.
Instead, you could look forward to Unsupervised FSD making its way to AI4 vehicles sometime in 2025, especially with Tesla looking to deploy robotaxis in the United States already.
Bumper Camera
One big change that we could expect is the arrival of the bumper camera. The prototypes spotted earlier in the year had what appeared to be a camera on the bumper, similar to the one mounted on the Cybertruck. Cybertruck doesn’t actually use this camera for FSD but does use it for Autopark. We were also expecting updated versions of the Model S and Model X with the bumper camera, but we have yet to see that change being made - so it could be that the bumper camera remains Cybertruck exclusive for now.
However, it would be a fantastically beneficial change, and while it isn’t clear whether the bumper camera will make it to production, we at least know Tesla has been considering adding it.
Wrap-Up
That’s everything we know without diving too deep into numerous rumors. We actually did a rumour round-up recently, so if you’re interested in seeing what our research dug up on the Model Y Juniper, check it out here.
It shouldn’t be long now until Tesla officially unveils the new 2025 Model Y — Project Juniper.
Many users of FSD have found that the highway stack tends to be extremely conservative. Even with FSD V13, it maintains a speed far lower than the one selected.
This has been an issue with FSD’s speed profiles for a long time. While tapping the accelerator sometimes works, on V13, FSD will often slow right back down to the speed it was originally at - maintaining whatever speed the ego prefers.
Set Speed Vs Max Speed
Phil Duan, a Senior Staff Software Engineer on Tesla’s AI team, made a series of comments about the “set speed” vs “max speed” and the issues many users are experiencing.
Set Speed: Back in October, Phil mentioned the fact that set speed is a legacy concept from cruise control. For FSD, the vehicle needs to be able to determine the correct speed - the user should just have to set a driving style, and FSD should do the right thing. That also includes picking the most appropriate speed to drive at, given the current environment.
Max Speed: Max Speed should be the maximum speed you want the vehicle to stay below. It should not be confused with Set Speed, which Phil says that by design, “FSD will unlikely accelerate to match it.”
Just like switching from signal stalks to signal buttons, this is another Tesla change that users will have to get used to - as FSD will only drive as fast as it deems safe rather than the speed the user wants to drive at.
Upcoming Change
Phil replied to Dan Burkland on X and mentioned that Tesla is aware of the feedback and that there will be an update to the highway stack to address the issue where the vehicle’s speed yoyos up and down. This update will, in particular, target the vehicle’s speed on the highway and the following distance to a lead vehicle - both of which are now not adjustable by the user in FSD V13.
While it looks like Tesla is going to improve the vehicle’s speed on the highway, a user-selectable speed is not something they’re going to add and users will need to continue to use Speed Profiles to “set” their driving speed.
We’re interested to see where this update takes us because many first-time users have experienced confusion over why their vehicle doesn’t achieve the speed that they set - having been conditioned to expect that speed as the set speed.
FSD V13.2 is about a month old now, so it looks like we may see FSD V13.3 soon.
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