The announcement of Tesla’s robotaxi October event generated more buzz than was healthy for the business.
Tesla has already struggled to meet its promise of a robotaxi, but some are wondering whether something major is about to happen.
Originally scheduled to take place on August 8th, the event will now be taking place October 10th in just 6 weeks.
Warner Bros. Studios, Burbank in California, is the announced location. This seems deliberate.
Tesla may be launching a new product, but the venue is historic and culturally significant.
Hollywood glamour: a great way to enhance your business
Warner Bros. Studio in question is spread over 110 acres.
This venue has a special place in American Culture, as it is the home of famous productions such as Friends and Batman.
The online community suggests that Tesla could have deliberately chosen this venue to demonstrate the jump between science fiction and reality: human-controlled vehicles to robotaxis.
Dan Ives is an analyst with Wedbush Securities who also thinks along these lines.
The grandiosity of Hollywood is combined with Tesla’s cutting edge technology. It’s not just a launch, it’s an announcement.
He even goes so far as to call it a “masterstroke”. We will know if that’s true when it happens.
Elon Musk’s past warns against getting too excited about our expectations.
Others have suggested the involvement of Hollywood may be detrimental.
This suggests Tesla is waiting for the right setting or an aspect of filmmaking to make something a reality.
Tesla needs Hollywood to help make this event a big success if robotaxis won’t be on the road anytime soon.
Joanna Stern, Wall Street Journal:
Tesla can control the entire narrative by hosting the event in a studio. The robotaxi can be displayed in a realistic environment, simulating the real world while making sure that all goes smoothly. This is a great way to set up a demonstration.
Tesla’s future is at stake
Tesla robotaxis should have been on the roads many years ago. Elon Musk is known for overpromising, and then underdelivering.
No one is aware of the existence of the robotaxi, even though it’s only a couple weeks from the event. The two-month delay has only reinforced the idea that the technology is not ready.
The event is still very important for Tesla. The company’s deliveries of electric vehicles are decreasing, and the robotaxis and the humanoid robotics will be the next big thing for it.
Sandy Munro is an automotive analyst and says:
This could have a major impact on the ride-hailing industry, and even more so for the future of autonomous cars.
Tesla is aiming to disrupt the market. Tesla could gain a reputation for being the innovator and disruptor in the electric vehicle industry if the unveiling goes well.
It might be best to turn to Baidu and Waymo to start the next revolution in ride hailing if it fails to impress the public.
The post Musk builds anticipation for Robotaxi with strategic venue selection may change as new developments unfold.
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