Tesla has prepared us for a slower sales year, but just how slow may be showing up on social media. No, I’m not talking about X, which is where 99% of Tesla news comes from, but social platforms owned by a guy that Elon Musk once wanted to fight.
Tesla advertising has been shown on Mark Zuckerberg's Facebook and Instagram platforms. While Musk has talked about utilizing more conventional advertising for more than a year, Tesla has only sporadically shown up on a few digital avenues; now, it appears to be a full campaign.
The Return to Meta and Zuck
The year 2018 marked a significant moment in Tesla's history when Elon Musk, in a move reflective of his disdain for Facebook amid the Cambridge Analytica scandal, deleted Tesla and SpaceX's Facebook pages, both of which boasted millions of followers. Fast forward six years, Tesla has reinstated its presence on Facebook and launched advertising campaigns across Meta-owned platforms.
BREAKING: Tesla has rejoined Facebook and is officially doing paid advertisements on the platform for the first time ever. Tesla originally removed its FB page 6 years ago.
Facebook has over 3 billion monthly active users, or approximately 37% of the global population. pic.twitter.com/InaYLqUnM5
Musk is now paying Tesla money to a guy he challenged to a cage match and once joked/threatened to drive by his house and fight him. There are two takeaways here: Meta is a dominant force in online advertising, and Musk is willing to do whatever it takes to advance Tesla’s mission to a sustainable future.
Embracing Traditional Advertising Amidst EV Market Changes
Tesla's advertisements, including ads on Cars.com, which highlight the Model Y, demonstrate the company's adeptness in utilizing Meta's sophisticated targeting capabilities to reach potential customers. Tesla's avoidance of traditional advertising was once heralded as a visionary move, saving the company billions and contributing to its mystique.
However, the electric vehicle landscape has evolved, with early adopters now equipped with their chosen EVs, making it imperative for Tesla and its competitors to reach a broader audience. Tesla's advertising initiatives on Facebook, Instagram, and YouTube reflect this strategic adjustment, aiming to capture the attention of potential buyers beyond its core fanbase.
Despite Elon Musk's historically critical view of advertising and his complex relationship with the social media advertising sphere, Tesla's foray into paid advertisements represents a significant evolution in the company's marketing strategy. This shift acknowledges the necessity of diversified marketing approaches in sustaining growth and expanding market reach in the contemporary automotive landscape.
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As Tesla update 2024.44.3 continues to roll out, we’re seeing more features in this update. While the update doesn’t include many new feature, it either improves existing features or rolls out a feature to new regions. Actually Smart Summon is rolling out to Europe, although with more strict restrictions. AutoPark is also rolling out to the UK and several other countries for the first time, and we’re now seeing improvements to Autopark arriving in North America and Europe.
As Tesla’s 2024.44.3 update continues to roll out, more features in the update are being revealed. While this update doesn’t introduce many entirely new features, it does refine existing features or expand the reach of others.
Notably, Actually Smart Summon is now rolling out in Europe, albeit with stricter regulations. Vision-based AutoPark is debuting in the UK and several other countries, while North America and Europe are receiving updates that further improve Autopark’s functionality.
Improvements to Autopark
As part of the same update, Tesla is making a batch of improvements to Autopark in Europe and North America. In the release notes, Tesla states that Autopark is receiving performance and visualization improvements. Unfortunately, Tesla doesn’t go into more detail here, but it sounds like these improvements could be the faster and more accurate Autopark enhancements Ashok Elluswamy talked about earlier this year.
Those improvements are expected to make Autopark more reliable, let it pick spots faster, move faster into them, and also shift between forward and reverse faster. The improvements would also let the vehicle park in tighter spots than before, with more accurate vision.
We’ll have to wait and see how this improved Autopark compares to the current version.
Your vehicle's Autopark performance and visualizatons have been improved.
Autopark in the UK and Other Countries
Countries in Europe that previously didn’t have access to Vision-Based Autopark, including the UK, will now have access to the new Autopark for the first time with update 2024.44.3 and later. This includes countries such as the UK, Ireland and Malaysia.
While these countries are receiving Autopark, it’s not clear whether it includes the Autopark improvements that other regions are receiving. The release notes don’t include the Autopark Improvements section in these countries, but that could be due to Tesla simplifying the release notes for these countries that are receiving Autopark for the first time.
With Autopark finally introduced in these regions, it’ll be the first time vehicles without ultrasonic sensors are capable of Autopark. Vision-Based Autopark is far more reliable, faster, and easier to use in more situations than the older USS-based solution.
Tesla has finally released Actually Smart Summon for Europe and the Middle East, albeit with several major restrictions. However, it's definitely a first step towards unlocking autonomy in Europe.
Europe’s autonomy laws are governed under UNECE regulation R79, which regulates autonomous features and is extremely restrictive in how autonomy can be used and applied. For example, the previous revision (Rev 4) of R79 required drivers to approve, with physical action, every decision made by an Advanced Driver Assistance System (ADAS) feature.
Limited Actually Smart Summon
Under Rev 5 of UNECE R79, Actually Smart Summon can actually function, but only to a limited degree. Owners have to be within 6 meters (19.5 feet) of the vehicle at all times, making it barely more usable than Dumb Summon (can we coin the term Dummon?).
In addition, you can only travel a total distance (under the regulation) of 100 meters (328 feet) - which means you’d have to run beside the vehicle or be inside it, rendering it mostly useless. However, Tesla has, for some reason, limited the total summon distance to 15-20m (50 to 65 feet) of travel. These limits are in sharp contrast to the distance limits of A.S.S. in North America.
Getting UNECE R79 Updated
Tesla has been hard at work getting R79 repealed or updated to allow for further autonomy after running demos for senior politicians earlier in the year. Back in March, we reported that updating DCAS regulations in Europe would help get FSD approved - but that covered driver assistance, not autonomy. In fact, Tesla was testing FSD with validation vehicles as far back as February of this year, hinting that Supervised FSD may be getting close.
Tesla FSD Validation Vehicle seen in Munich, Germany 👀
While FSD has a clear path forward in Europe, semi-autonomous features like Actually Smart Summon and Banish don’t just yet. The updated DCAS regulations do not cover semi-autonomy or autonomy and require clear interfaces, guidelines, and controls for drivers to be informed and engaged at all times.
It’ll take another big swing for Tesla to get autonomy regulations changed to allow for more semi-supervised autonomy like Actually Smart Summon - much less fully autonomous products like the Robotaxi Network, Cybercab, and Robovan.
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