Tesla has hired a celebrity ambassador, a departure from Elon Musk’s policy of not paying for celebrity endorsements.
Musk has often bragged about the fact that Tesla doesn’t pay for celebrity endorsements in contrast to other automakers who hire celebrity brand ambassadors to promote their cars.
Much like advertising, Musk seems to be abandoning this strategy.
Tesla announced that it hired Olympic shooter Kim Ye-ji, whose performance at the Paris Olympics this summer went viral, to be the automaker’s brand ambassador in Korea.
Kim said about her new partnership with Tesla:
I’m very excited to work with Tesla, who have recognized me. I hope to convey a positive message together with Tesla.”
Here are a few pictures released to announce her new partnership with Tesla:
Kim’s agency said that her relationship with Tesla started from CEO Elon Musk tweeting about her viral performance at the Olympics:
“The relationship between Kim Ye-ji and Tesla developed after Elon Musk mentioned her. The company said that Kim is Tesla Korea’s first brand ambassador.”
She is not only Tesla Korea’s first ambassador, but she is the first known paid celebrity ambassador for Tesla globally.
The policy change is not entirely surprising since the policy of Musk not paying celebrities to endorse Tesla’s products was often attached to the automaker’s strategy not to advertise.
Tesla sales in Korea haven’t been amazing, but the country’s auto market greatly favors domestic brands. The American automaker does fairly well for a foreign brand with the Model Y becoming the best-selling imported vehicle in Korea during the first half of 2024.
Although, it amounted to just over 10,000 units.
Electrek’s Take
It’s a change of strategy, and Elon certainly can’t claim that Tesla doesn’t pay for celebrities to endorse its products, but it is probably a smart move due to the fact that Koreans prefer domestic brands.
Kim could help create a deeper level of attachment to the Tesla brand, but I don’t really know. I’m just speculating.
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BYD is on a hot streak. The Chinese EV powerhouse sold over 380,000 electric and hybrid vehicles in April alone. For the first time in over a year, fully electric vehicles (EVs) outsold hybrids. And with record overseas sales for the fifth consecutive month, BYD is poised for even more growth in 2025.
BYD sold more EVs than hybrids in April 2025
BYD posted its best sales month of 2025 with 380,089 new energy vehicles (NEVs) sold last month. That’s up 21% from the 313,245 vehicles it sold in April 2024.
Passenger vehicles accounted for 372,615 of the total, while BYD sold another 7,474 commercial vehicles last month.
For the first time since January 2024, BYD sold more EVs than hybrids. BYD’s EV sales surged 45% year-over-year with 195,740 fully electric cars sold in April. Plug-in hybrid (PHEV) sales, on the other hand, were nearly at 176,875.
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As it expands into new markets to drive growth, BYD’s overseas sales hit another record in April, its fifth consecutive month of growth. BYD sold 79,089 EV and hybrid vehicles overseas in April, nearly double the number sold last year.
BYD Shenzhen, the world’s largest car transport ship (Source: BYD)
Earlier this week, the BYD “Shenzhen,” the world’s largest car transport ship, set sail on its first voyage to Brazil. It’s BYD’s fourth car carrier, capable of transporting 9,200 vehicles.
The Chinese EV giant is already a leading EV brand in several overseas markets like Brazil, Mexico, and parts of Southeast Asia, but analysts expect even more growth in 2025.
BYD Seagull EV (Dolphin Mini) testing in Brazil (Source: BYD)
According to S&P Global Mobility, BYD’s sales in Europe are expected to more than double this year, with around 186,000 units sold. By 2029, this number could reach around 400,000.
BYD is best known for its ultra-affordable EVs, like the Seagull, which starts at under $10,000 in China. However, it’s quickly expanding into new segments. With new midsize smart SUVs, luxury vehicles, sports cars, pickup trucks, and more, this could be just the start for BYD’s global expansion.
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Juiced Bikes spent 15 years as a beloved e-bike brand building some of the most iconic and highest-performance electric bicycles in the US market. But financial troubles put the brand into a tailspin last year, ultimately culminating in bankruptcy and closure. The brand appeared to be a goner until two young e-bike entrepreneurs stepped up to try and salvage Juiced’s legacy in a deal whose details have never been revealed – until now.
I covered the apparent collapse of Juiced Bikes late last year, including watching the company’s assets eventually surface on an auction site seemingly run as a way to repay Juiced’s creditors.
The auction included everything from Juiced Bikes’ designs, patents, and other intellectual property (IP) to its wide assortment of e-bike inventory and spare parts, and even the company’s Sprinter delivery van. The submitters of the winning bid were revealed to be Levi Conlow and Robby Deziel, the free-spirited founders of the largest electric bicycle company in the US, Phoenix-based Lectric Ebikes. I reported on that revelation last month, but the rest of the story had remained a mystery.
I recently had the chance to talk to Lectric Ebikes’ CEO Levi Conlow about the rollercoaster ride of trying to buy Juiced Bikes, and what comes next in the long process of restoring the brand to its former glory.
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This is that story.
Lectric co-founders Robby Deziel (left) and Levi Conlow (right) sporting their new Juiced Bikes swag
Levi, Robby, and the entire team at Lectric Ebikes have long shown a penchant for giving back not just to the broader e-bike community, but also for taking a wholistic approach to philanthropy as a company. In the past I’ve covered how they give away millions of dollars each year, both in terms of free e-bikes and donations to worthy causes.
Considering that the concept of doing the right thing is firmly engrained in the Lectric DNA, this seemed to Levi as another chance to give back to the larger e-bike community.
“We saw it as an opportunity to once again show the industry that Lectric can do the right thing,” said Levi. “We always pride ourselves on doing the right thing. We saw this as an opportunity to buy Juiced, give it a pathway to continue on, put the necessary resources into it to make it successful, but also to help resolve all these customers that had just gotten burned.”
That was a major sore spot in Juiced’s larger fall from grace. Not only did the brand cease operations and leave its tens of thousands of riders without support, but hundreds of customers had already paid in full for pre-ordered electric bikes that were never delivered.
“Our plan was to get that inventory and send those bikes to the customers that had already paid, and then we’d begin fresh once those customers are taken care of,” Levi explained. “We could pause for a bit then and rebuild the brand.”
The auction for Juiced’s assets, both physical and IP, included hundreds of e-bikes that were sitting in US logistics warehouses, waiting to be shipped to customers who had already paid for them.
After placing the winning bid in the auction, Levi and Robby intended to ship those e-bikes out to their original owners as quickly as possible. But the pair immediately ran into the first of what would soon become an ever-growing pile of obstacles.
“So we win the winning bid for this auction. And after we win the auction, I called the agency that ran the process and I was like, ‘Hey, my name is Levi Conlow. I just won this bid, what’s the next step?!’ and they were like, ‘Well, now it’s up to the creditors and the seller to decide if your bid is acceptable,’ and I’m thinking, ‘What?! What do you mean? I thought that was the point of the auction.’”
As it turned out, the $1.2 million winning bid wasn’t high enough to satisfy the creditors. Juiced owed significantly more than that. So Levi brought in the rest of his team and his board, then went back and forth with the company running the sale until new terms were finally accepted, and a deal was made to buy Juiced for a higher figure to get everything in the auction.
Now that Lectric had bought up Juiced’s assets for a higher number which Juiced’s creditors could live with, the next step was to start moving out those bikes. That would be its own logistical problem and so Levi wanted to get to work on solving it right away.
“We wanted to make sure we could physically go pick up the inventory, even though we now owned it,” Levi continued. “So we reached out to the different warehouses where the inventory was stored and quickly the warehouses responded ‘No, they owe us this sum of money, so they have to pay it before the inventory can be picked up.’ And the amount of money in warehouse storage costs was ridiculous, because they had not been paying for warehousing for, well for some locations it seemed like years, so it was this massive balance. So the inventory at the warehouses wasn’t even worth the amount that the warehouses were owed.”
Despite the massive storage fee debts that Juiced had racked up, Levi was under the impression that he had bought and owned all that inventory after working out the deal with Juiced’s creditors. Unfortunately, he was then informed that the inventory had already been sold out from under him. “They told me, ‘Oh, so that inventory was already sold to some other company, it was kind of a supplier debt, and they took ownership over it.’ So at one point this inventory was sold to customers, then it was sold to me, and then it was sold to another company.”
I had already discovered that the Chinese-owned e-bike brand Velowave had begun selling what appeared to be brand-new Juiced Ebikes on its US website, and Levi confirmed that Velowave was, in fact, the other company that had snatched up the inventory that was mostly pre-sold to existing customers.
With that US-based inventory lost, the next goal for Levi and Robby was to hopefully get ahold of the inventory and spare parts that were left in Asia.
However, Levi soon discovered that the Asian suppliers were owed around twice as much as the US-based creditors. “These Asian suppliers, many of them were left out of millions and millions of dollars owed to them. That relationship between Juiced and its suppliers is so far gone that there is no pathway for us to get bikes and parts from them. The non-proprietary stuff like Shimano parts and Tektro, the wheels and parts like that, that stuff is pretty easy to get. But the proprietary parts like controllers and motors, those are relationships that have really been damaged by the amount of money that Juiced owed.”
The damage done by the trail of debt left in Juiced’s wake is a problem that Lectric is now wading through.
“That’s one of the biggest hurdles we have to overcome,” sighed Levi. “There are a couple of suppliers that overlap with Lectric’s supply chain or where their sister companies already work with Lectric. And Lectric’s checks always clear – we’ve never missed a payment, we always pay on time. So there are a couple suppliers that we’re going to be able to resolve with and be able to get some warranty parts, but something that it’s important for people to know and prepare for is that for the vast majority, unfortunately, we are not going to be able to remedy those relationships. That’s basically been most of the work I’ve been doing recently, is trying to repair those relationships.”
Now, Levi and Robby are working on a solution to make things right for the hundreds of Juiced customers who are left empty-handed, out thousands of dollars for their pre-order and with no e-bike to show for it. But even that work has been hampered by the slow process of physically taking over Juiced’s digital assets, including access to the company’s website and the sales info trapped inside of it.
“Even getting into a platform like Shopify to figure out which customers didn’t get paid and what is owed to certain customers, that’s basically one of our only options right now for Rob and I, is to figure out who hasn’t been paid, reach out to those customers and write them a check to reimburse them or maybe offer them an e-bike from Lectric’s lineup. But we can’t even get into Shopify yet because Shopify was also owed a ton of money, and we can’t get into the email list because the email list was owed a lot of money too. All of those things are resolved through the bankruptcy, but there’s a legal process of providing the proper documentation and reporting in order for us to get access to those things. So there’s a lot of work before I can even turn the website on and email my first customer. But that is priority #1 right now, is to get the website live and communicate with customers.”
From there, the next step will be rebuilding the high-performance e-bike lineup that Juiced spent years developing. As involved as Levi and Robby will be, they also still have to run North America’s largest e-bike company, Lectric Ebikes, and so Juiced will still need a dedicated team of its own. “The first real hire we’re going to make is probably to hire a product manager. With how long development will take, maybe we can get it done in 9-12 months, but that really requires someone dedicating their full focus on it. So our day one objective is to hire someone to start rebuilding the product portfolio from the ground up,” explained Levi, before offering to toss that massive undertaking my way. “Are you bored? Are you looking for more work, Micah?,” he laughed.
As awesome of a job as that would be, the mere 24 hours I get in a day don’t seem quite enough for me, and I can only imagine how daunting of a task that will be for someone coming in ready to throw their entire focus at it. But Levi sounds excited about the possibilities, even as he acknowledges the headwinds they will face.
The direction that the new Juiced e-bikes will go is still uncertain, but it sounds like the designs will remain true to the style and performance of e-bikes that helped Juiced build its massive fanbase over the last decade and a half.
“There’s an iconicness to bikes like the Scrambler, Scorpion, and Juiced’s products like that,” Levi reflected. “I think we need to carry forward that performance and platform, but some industrial design needs to happen there as well. For the most part, the things that made us like Juiced over the last 15 years as a community of riders, that stuff is going to carry over into the next 15 years. The high performance, the awesome torque and acceleration, it’s something special. And we ought to carry that on because that’s what people really loved about the brand in the first place, so it’d be foolish to lose that.”
As for the division between Lectric Ebikes and Juiced moving forward, Levi has clear intentions there. It appears that Juiced will remain a separate company from Lectric, even if it benefits from the relationships and the purchasing power that Lectric enjoys. “I’m really looking forward to this challenge,” Levi continued, “because I see an extremely clear pathway to making this successful. You know, Lectric is the #1 selling bike company here in North America, and I think that the expectation for how Rob and I should push ourselves is to try and get Juiced to #2.”
That clear pathway in Levi’s mind is based upon a tried and true formula that he and his Lectric co-founder Robby Deziel developed over the last six years of building Lectric Ebikes. “So how do you do that?” Levi asked himself. “You’ve got to have the world’s best performance, the best price point, and exceptional customer service. And those are things that we have a ton of experience with. We know exactly how those formulas work. And so we have very high aspirations for Juiced.”
That experience is going to be a major benefit to rebuilding Juiced Bikes. “On day one, Juiced will get the benefit of our economies of scale. Our shipping rates are 75% less than what Juiced was paying to ship to customers. I haven’t fully run the numbers yet, but maybe that one thing alone is enough to take Juiced from unprofitable to breaking even. And then if you look at Lectric’s rates for shipping containers or our optimization for how we run every aspect of our business, there’s a very clear path to Juiced not just being reborn, but being a good business, fundamentally.”
It sounds like Levi, Robby, and the rest of their team at Lectric Ebikes have their work cut out for them. It’s not something foreign to any of them, and now they have the benefit of years of experience doing this once before.
However, they must also forge ahead against the headwinds of tariff uncertainty and without the boost offered by a post-pandemic e-bike buying spree. If there was ever an e-bike brand whose iconic legacy was worth fighting for though, Juiced Bikes is it.
As a final note, I contacted Juiced Bikes’ founder and former CEO, Tora Harris, for comment on this story but did not receive a response.
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Autonomous commercial technology developer Aurora Innovation, Inc., has successfully launched full-fledged freight services using self-driving trucks in the US. With the commencement of commercial trucking services, Aurora has become the first company to operate driverless services on public roads in the US. Check out Aurora’s self-driving truck navigating highways in the video below.
Aurora is an autonomous vehicle technology company we reported on here and there over the past several years as it evolved into a bona fide self-driving truck service provider. In 2019, the company acquired a LiDAR company called Blackmore, empowering it to develop a sensing suite capable of safely operating self-driving trucks at high speeds.
Since 2020, Aurora has been deploying Class 8 trucks integrated with its Aurora Driver technology, which contains its proprietary LiDAR. To date, Aurora Driver has traversed over 1,200 miles without a driver present. As the company looked to launch driverless trucks as a service called “Aurora Horizon” in 2024, we reported it had secured $820 million in additional funding to help it reach commercial operations.
Today, Aurora confirmed its self-driving truck services are officially underway in the southern United States, marking a milestone as the first company in its segment to do so.
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Source: Aurora Innovations
Aurora deploys its self-driving trucks across Texas
According to a release from the company, its Class 8 commercial truck services are now underway in Texas, where it has begun regular deliveries between Dallas and Houston without a driver present in the vehicle. The routes are supported by Aurora Driver, the company’s SAE Level 4 self-driving system mentioned above, which is currently being utilized for long-haul trucking – a three trillion industry in the US.
Aurora cited several issues facing the trucking industry as the reason to hopefully expand its autonomous technology in the US, including aging truck drivers, high turnover rates, and growing operational costs. Aurora believes its Driver system can offer a safe and reliable trucking solution without impacting jobs. Company co-founder and CEO Chris Urmson spoke about today’s milestone:
We founded Aurora to deliver the benefits of self-driving technology safely, quickly, and broadly. Now, we are the first company to successfully and safely operate a commercial driverless trucking service on public roads. Riding in the back seat for our inaugural trip was an honor of a lifetime – the Aurora Driver performed perfectly and it’s a moment I’ll never forget. Our commitment to building a transformative technology, earning trust, and assembling a strong ecosystem of customers and partners have made this pivotal milestone possible.
Before actual driverless rides, Aurora Driver had completed over 10,000 customer deliveries across three million autonomous miles. Following the closure of its safety case to demonstrate the safety and utility of its technology on public roads, it has commenced self-driving truck operations in Texas with plans to expand in the near future.
By the end of 2025, Aurora intends to expand its services to El Paso, Texas, and Phoenix, Arizona. Check out Aurora Driver performing a delivery in a Class 8 self-driving truck in the video below:
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