A massive Tesla event called “We, Robot,” was held on a Warner Bros. movie studios soundstage in Burbank, California this week. During the event, CEO Elon Musk unveiled three new techno-futurist products. These included two autonomous electric vehicles: A sleek ride-hailing car called the “Robot Taxi” and a 14-seater van named the “Robovan.” The Taxi looked like a next-gen of Tesla’s Model S car, while the Robovan looked like the designers took the iconic helmets of Daft Punk and turned them into a train. In addition, a humanoid robot, the “Tesla Bot,” was introduced and interacted with attendees.
The event was highly polished, shiny, and futuristic, evoking a mix of the films I, Robot—which the event’s name alluded to—and Blade Runner, but with a more sanitized, gentrified, de-dystopianized vibe. It looked impressive. But it felt fake. That’s because, in many ways, it was fake.
Concept cars are not a new phenomenon. Every annual auto show features concept cars that will never go into production. They are for all intents and purposes fake. These vehicles are designed to present a vision of the company’s future, showcasing its innovative thinking, creating buzz, and attracting attention. Despite Elon Musk’s promise that Tesla’s Robot Taxis and the “sick”-looking Robovans will enter production within a few years, these vehicles felt more like concept cars at best—the hardware equivalent of vaporware. If they ever reach commercial production, they’ll likely look quite different from what was shown at “We, Robot.”
The Tesla Bot was an even more glaring example of vaporware. At the event, these “robots” interacted with attendees, served drinks, and mimicked human behavior, though they looked more like sleek, shiny machines than actual people. However, these were not autonomous robots. They were remote-controlled devices, with every movement and utterance directed in real time by a team of engineers. It was all for show—a staged, Hollywood-style illusion up close. While visually impressive, it was disheartening and felt somewhat desperate, yet fitting for the venue.
Tesla, driven by its founders’ original vision, entrepreneurial spirit, and Musk’s ambitious, pioneering ideas, transformed the electric vehicle industry. In just a decade, it redefined what personal electric cars could be, turning an incredible idea into reality for millions of drivers. Tesla delivered on its promises. But beneath the surface, “We, Robot” seemed like a half-baked attempt, betraying the spirit of true innovation in favor of PR spectacle.
Musk, as an innovator in the technology space (leaving aside for moment controversies of politics, personality, character and problematic behaviors), has been right about many things and wrong about a few. “We, Robot” fakery hits wrong on several levels.
But one thing Musk might have been right about at “We, Robot”: The Robovan looks “sick.” Especially if de-dystopianized “Blade Runner” and Daft Punk helmets are your thing.
GLOBAL GRAPHICA 