Tesla, a company known for not using conventional marketing strategies, appears to have launched its first full social media campaign. X users reported seeing ads on different platforms worldwide, including X, which is, of course, owned by Tesla CEO Elon Musk. However, advertisements have been popping up on YouTube and Facebook.
As Tesla ventures into social media advertising, the company is simultaneously preparing for a year that CEO Elon Musk anticipates might see lower growth rates. During the most recent earnings call, Musk provided insights into Tesla's strategic direction for 2024, emphasizing the company's position between two major growth waves. Despite this forecast, Tesla is actively implementing strategies to maintain its momentum and ensure long-term success.
Although not the first instance of Tesla delving into advertising, the company's recent move to include social media platforms marks a significant expansion of its marketing efforts. Previously, Tesla tested the waters with targeted Google ads, primarily in the UK and the US, focusing on search engine visibility. These initial steps were indicative of Tesla's cautious approach to advertising, aiming to gauge its effectiveness without committing substantial resources.
The recent earnings call shed light on Tesla's advertising and educational campaigns' preliminary results and return on investment. Tesla did have a digital campaign underway at the end of 2023 that was highly targeted and aimed at driving awareness about the brand and its products.
These campaigns, particularly one in Texas, reached approximately 10 million unique viewers and generated close to 0.5 million visits to Tesla's website, many of whom were first-time visitors. This data suggests that digital advertising can significantly enhance Tesla's visibility and address misconceptions about EVs, including concerns about safety and affordability.
This expansion aligns with Musk's comments during the earnings call about the need to increase awareness in regions where Tesla's market share is low. Using a mix of social media platforms, Tesla can tailor its messaging to different audiences, ensuring its campaigns resonate with diverse consumers.
The Impact of Digital Advertising on EV Awareness
The strategic focus on digital advertising comes at a crucial time for Tesla and the EV industry. As competition intensifies and market dynamics evolve, Tesla must recognize the importance of addressing affordability, enhancing awareness, and correcting misconceptions about electric vehicles. The company's digital campaigns highlight EVs' benefits, such as their environmental impact, advanced technology, safety features, and increasingly competitive pricing.
By leveraging social media platforms' reach and targeting capabilities, Tesla can effectively communicate these messages to a global audience, potentially accelerating the shift toward sustainable transportation. This approach also allows Tesla to gather valuable consumer behavior and preferences data, informing future marketing and product development strategies.
New Buyers While Keeping the Loyal Customers Happy
The advertising campaign comes just one day after the company announced a significant offering to entice current owners to upgrade. Notably, Tesla now allows the transfer of Full Self-Driving (FSD) packages and supercharging benefits to new vehicles purchased by existing customers. The new cars must be delivered by the end of March.
While Tesla prepares for a year of potentially lower growth in 2024, its strategic moves highlight its proactive approach to overcoming challenges. By focusing on innovation, enhancing customer value propositions, and leveraging social media platforms for advertising, Tesla is taking comprehensive steps to ensure its resilience and long-term success.
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Over the years, Tesla has introduced UI elements that indicate when specific hardware or software features are active—and these two new dots follow the same pattern.
In June 2024, Tesla introduced the ability to see which third-party apps have access to the vehicle’s location, and these new indicator dots have a similar goal — to improve transparency on features that impact privacy.
If you’ve noticed a green dot on your Tesla display or the instrument cluster for the Model S or Model X, then you have access to Tesla’s hands-free Autopilot feature.
The green dot is displayed on the screen whenever FSD or Autopilot is active and the vehicle is using the interior camera to monitor the driver’s attention.
The cabin camera does a much better job monitoring the driver than the old method of sensing torque on the steering wheel. The cabin camera detects driver attention by tracking the driver’s head and eyes and making sure they’re focusing on the road. If the driver looks away from the road for an extended period, the vehicle will warn the driver or issue a strike for repeat offenses.
If the cabin camera is occluded or obscured, or if it’s simply too dark, the vehicle will fall back to monitoring the driver by detecting torque on the steering wheel.
The presence of the green dot not only lets the driver know that the interior camera is being used but also lets them know whether they need to keep their hands on the steering wheel.
It’s important to note that images and video taken with the interior camera are processed in the vehicle and do not leave the vehicle unless you have granted access for Tesla to use them to improve functionality.
You can check your privacy and data sharing policy in Controls > Software and tap the Data Sharing button at the bottom.
Orange Dot
The orange dot functions similarly to the green one, but instead of indicating cabin camera usage, it appears when the vehicle’s microphone is active. This was added with software update 2025.2, which now listens for audio cues to detect emergency vehicles and other types of noises that could help the vehicle better understand its environment in the future.
Tesla is currently collecting this data to refine its ability to detect emergency vehicles even before they come into view. This capability is expected to be added in FSD v14 along with a larger model size.
Like cabin camera analytics, drivers can opt to share audio data with Tesla to improve detection accuracy. Many users received an “Allow Sound Detection Analytics” prompt following the recent update. If they consent, Tesla may use certain audio snippets to help improve their detection model. Any data transmitted to Tesla is not linked to a specific user or vehicle, so it can’t be tied to a specific individual.
Otherwise, all audio detection and processing is completed in the vehicle to ensure the driver’s privacy.
Tesla proves once again that it listens to its customers, and this is a perfect example. Since the Cybertruck’s launch with an adjustable air suspension, owners have been requesting suspension-related features.
One major request is the ability to remotely adjust the vehicle’s height. This could previously only be done from inside the cabin via the touchscreen, but Tesla has now added it to the latest version of the Tesla app. However, using the feature also requires vehicle software 2025.8 or higher.
This software update also brings improvements to the Cybertruck’s steer-by-wire system, which is set to come to future Tesla models. Unlike traditional rack-and-pinion steering, steer-by-wire is not directly connected to the wheels like other vehicles, and “road feel” does not carry through to the steering wheel. Instead, Tesla implements software-driven wheel feedback, which is being improved in this update.
Remote Height Adjust
Now, as of Tesla software update 2025.8 and Tesla App V4.42.5, Cybertruck owners can remotely adjust the height of their Cybertruck through the Tesla app. This setting is in the Controls section of the app.
Here, you can adjust to the four pre-set road heights, including High, Medium, Low, and Entry. For now, you cannot adjust to the two Off-Road Mode heights, which are Very High and Extract.
Now, if you don’t own a Cybertruck, you’re probably wondering why so many are asking for this feature. Well, if you want to go off-roading or even want to load something into the bed of your truck, it’s convenient to be able to remotely adjust the height of the car without having to go in it first.
You can also use it to show off the Cybertruck’s massive vertical range of motion - which can go nearly eight inches from Entry to Extract - all without having to hop into the Cybertruck.
Model S and Model X?
This feature could also potentially make its way to the Model S and Model X sometime in the future since both of these vehicles also have an adjustable air suspension. Today, the heights of these vehicles can only be adjusted inside the vehicle.
We’re sure some Model S and Model X owners would love to be able to adjust the suspension remotely, even if they may not have the same use cases — it’s still a nice to have feature.
Steer-by-Wire Improvements
Tesla has improved the Steer-by-Wire feedback and response on the Cybertruck’s yoke. This new update should provide more realistic wheel feedback. The feedback will now adapt to different road surfaces for a better driving experience.
That means the response and feedback of the wheel will now be more precise - and also be varied by what kind of terrain you’re driving on.
More Features
One more thing we’d love to see from Tesla regarding the Cybertruck is the ability to drop just one side of the suspension. This is possible in Service Mode, where you can deflate either the front or rear air tanks, thereby inducing a slant to the vehicle.
This makes loading items even easier, as the bottom of the tailgate is now even closer to the ground. Tesla showed off the feature during the Cybertruck’s initial reveal. While the Cybertruck never arrived with its built-in ramp, we’d still love the ability to dip the truck for easier loading.
Another feature that was supposed to arrive for the Cybertruck was related to Steer-by-Wire. Today, the Cybertruck can steer up to 7 degrees, but the actual hard limit for the rear wheels is somewhere between 10 and 14 degrees. We’d love to see Tesla expand the rear wheel steering limits which will help reduce the Cybertruck’s already tight turning circle.
Four-Wheel Steering gives Cybertruck a tighter turning radius than a Model S
At low speeds, rear wheels rotate opposite to the front wheels—enabling tighter maneuvering around the jobsite, parking lots, etc pic.twitter.com/nxDiRTZKEI
