Tesla has revolutionized the automotive industry without spending a dime on advertising. Known for its unconventional marketing approach of relying on word-of-mouth and the popularity of CEO Elon Musk, the company has now begun to advertise - a first in its history.
A new approach to marketing sees Tesla experimenting with Google ads. Will this move increase Tesla's visibility and catapult it to the top of search results? The ads primarily appear in the UK, with some appearing in the U.S. in relation to their solar products. Intriguingly, the focus is on search engine advertising, shying away from traditional banner ads.
Setting the Stage for a Social Media Explosion?
Given Tesla's flair for innovation, surely there must be more than this. Considering Musk owns Twitter and Tesla has several videos on YouTube promoting products, there has to be a bigger show coming. Dog Mode (video below) and the Bioweapon Defense Mode videos are standout for videos that could easily be made into commercials that run on Twitter or even conventional tv advertising.
Decoding the Advertising Decision: Are Sales Down or Production Up?
With Tesla's inventory at its highest this year, the question arises: Is this a response to slowing sales or ramped-up production? As Tesla continues to expand and accelerate the pace in its new factories, they have set a goal to sell 2 million vehicles this year. To meet this target, building a bigger demand base via advertising seems a smart move.
The Heavy Wallets of Auto Makers: A Look at Advertising Expenditure
To put things in perspective, let's glance at the amount major automakers spend on advertising. According to Statista, General Motors invested nearly $2.7 billion in advertising in the U.S. in 2022. Ford followed with about $2 billion, and Stellantis, Toyota Motor, and Honda Motor exceeded a billion.
As Tesla breaks into this arena, the size of its ad spend will be interesting to watch. It's also worth noting how their foray might impact the shift of advertising budgets from traditional fossil fuel-powered vehicles to electric ones.
Is this just the beginning? Only time will tell how Tesla's new advertising strategy will shake up the auto industry. With their commitment to innovation and change, Tesla is poised to rewrite the advertising playbook, electrifying their way to the top of the search results and beyond.
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Tesla maintains two primary software branches: the main feature branch and the FSD branch. In general, the FSD branch lags behind on new features pushed to the main branch but provides a more recent FSD version.
However, now Tesla is updating the main branch to a much more recent version of FSD.
Current FSD Build & Shadow Mode
Nowadays, the main branch always includes an older but stable build of FSD. It’s been on FSD V12.3.6 since July 2024. So, if you subscribe to FSD in North America, this is the FSD version you’ll receive until you get added to the FSD track.
Even if you don’t subscribe to or have purchased FSD, your vehicle has v12.3.6 on it. That includes vehicles in regions where FSD isn’t available for general use, such as Europe and China. In those cases, FSD runs in Shadow Mode, providing training data to Tesla if you’ve agreed to their data privacy policies. So Tesla is always analyzing what the vehicle would do compared to what the driver does. When there are contradictions, these are the clips and data Tesla will want to analyze.
FSD V12.5.4.2 on Main Branch
For the first time in five months, Tesla has now updated the baseline version of FSD in the main branch. The new version included with 2024.44 updates is FSD v12.5.4.2. This Tesla is updating the baseline FSD version to FSD V12.5.4.2
FSD 12.5 includes many features for a much smoother experience compared to FSD 12.3.6. Many users will appreciate that it gets rid of the steering wheel nag and instead relies on the cabin camera to provide real-time driver monitoring. This version also includes support for sunglasses with driver monitoring. It’ll be a big upgrade for anyone coming from FSD 12.3.6.
It's always a good thing when Tesla updates the baseline FSD version—that means that Tesla is confident that this new baseline is considerably safer and will continue to train the fleet against it.
What Update Am I Getting?
If you’re already on FSD V12.5.4.2, you’ll likely remain on that FSD build unless V13.3 manages to make its way to the public as Tesla originally planned, but that’s unlikely to happen before the Thanksgiving holiday. In all likelihood, you’ll be getting update 2024.44, which will give you some additional Tesla features while keeping you on the same FSD version.
For those who are already on 2024.44 - if you subscribe now, you’ll have V12.5.4.2 enabled on your vehicle.
If you have a Cybertruck, then you’ll receive update 2024.39.5 with FSD V12.5.5.3. They’re on a unique build for the moment, and this will likely be the case until Tesla acquires enough training data from the Cybertruck fleet.
The Cybertruck is having an eventful November. Just last week, we shared the news that Tesla isn’t offering their in-house wrap service for the Cybertruck anymore; the Foundation Series is now available in inventory in select US locations, Crossbars have arrived, and faster charging is around the corner. Now there’s even more to discuss about the stainless steel beast.
Projection Puddle Lights
Like the recently launched puddle lights for the Model 3 and Model Y, Tesla has introduced a set of add-on Projector Puddle Lights for the Cybertruck. These Cybertruck-specific ones go for $75 USD, or $105 CAD and are available in both the Canadian and US Tesla stores.
However, these don’t have the Tesla wordmark - instead, they feature the iconic Cybertruck symbol and, in our opinion, look even nicer. Here’s to hoping Tesla also introduces a set with the graffiti-style Cybertruck wordmark.
Powershare in Canada
While the Foundation Series Cybertruck has been getting delivered in Canada since November 7th, there was no news on Powershare being supported due to regulatory constraints. On the 20th, Foundation Series owners in Canada began to receive emails to get their Powershare installs started through Tesla’s official installer - Qmerit.
More to follow on pricing and the process as we receive our Canadian quote from Qmerit soon.
FSD in Canada
The Cybertruck Program Manager, Siddhant Awasthi, confirmed that with Powershare now becoming available, FSD for the Cybertruck in Canada will also become available soon. Canadian trucks shipped with a factory software build that didn’t include FSD, but did include TACC and stoplight/traffic control.
Early this morning Tesla began rolling out a new version of FSD 12.5.5.3 for the Cybertruck, which is update 2024.39.5. Will this be the version that rolls out in Canada?
Update: Yesterday, Tesla started rolling out FSD on the Cybertruck in Canada for the first time. The update being rolled out is update 2024.39.5, which not only features the latest FSD available on the Cybertruck, version 12.5.5.3, but it also includes all the features update 2024.38, which includes the huge Sentry Mode improvements that reduce power consumption by about 40%.
Following Integrated Flight Test 6 for SpaceX’s Starship, Elon Musk confirmed that uncrewed Starships are likely to begin making their way to Mars in about 2 years. You’re probably going to ask what’s going to be in those Starships - that’s what Brett Winston on X asked as well. Elon confirmed that Cybertrucks and Optimus robots will be among some of the first items landing on Mars.
That’s a ton of awesome news for Cybertruck, and there’s absolutely going to be more around the corner, especially as we await the big Tesla Holiday Update. While you wait, why not take a look at our Holiday Update Wishlists?
![Tesla Cybertruck: Puddle Lights, FSD/Powershare, Mars? [Update: FSD Now Available in Canada]](https://www.notateslaapp.com/img/containers/article_images/cybertruck/ct_puddle_lights.jpg/003e03bf5f8ad3660801db3b8a52d222/ct_puddle_lights.jpg)
![First Look at Tesla’s New 'Blind Spot While Parked' Feature [VIDEO]](https://www.notateslaapp.com/img/containers/article_images/model-3-2024/blind-spot-indicator-monitor.jpg/4cdcb11af7b1c7cf021ba96588fd4f1a/blind-spot-indicator-monitor.jpg)
