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Tesla chief designer: Accidentally smashing Cybertruck windows was ‘great marketing moment’

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Some may call Franz von Holzhausen’s accidental destruction of a Tesla Cybertruck window a blunder; von Holzhausen would prefer to call it a “great meme” instead.

During the 2019 reveal of the Tesla Cybertruck, von Holzhausen, the company’s chief designer, threw steel balls at the vehicle, intending to demonstrate the windows CEO Elon Musk that said were made of “armor glass” were indeed extra tough. The windows, however, unexpectedly shattered, leaving Musk to deliver the rest of his presentation of the new truck while standing in front of the damaged car. Tesla’s stock fell more than 5% the next day.

While the incident seemed like an omen, indicative of the Cybertruck being poised to fail, the botched demonstration actually opened up an opportunity to give the new model a spotlight, von Holzhausen said in an interview with Tesla Club Austria published earlier this year.

“It was just one of those Murphy’s Law kind of things where something bad happens, but it turned out to be a great meme,” von Holzhausen said, referring to the phenomenon of when something can go wrong, it usually will. “And I think in an odd sort of way—we don’t do marketing—but it turned into a great marketing moment.”

He added, “It was not an expected moment, but in that moment, you have to roll with it.”

Following the reveal of the vehicle, Musk posted a video on X of von Holzhausen throwing a steel ball at the model Cybertruck before its launch, with its windows withstanding the force of the throw with no visible damage. The video was viewed more than 6 million times within three days of its posting.

Guess we have some improvements to make before production haha,” Musk wrote.

Days later, Musk touted the success of the Cybertruck launch, saying Tesla had received more than 200,000 orders for the vehicle. While Tesla does not break out Cybertruck numbers when it reports earnings, instead grouping them with the Model S and X, the company recalled nearly all of the Cybertrucks it had on the road earlier this year due to an issue in which an exterior panel could become detached, and that only tallied around 46,000 vehicles.

Bigger problems than broken windows

Despite Musk’s preorder optimism, Cybertruck’s inauspicious launch was a sign of things to come for the vehicle. Though Musk initially bragged the truck would retail at only $39,900 when it was expected to hit the market in late 2021, the Cybertruck faced years of delays, debuting in November 2023 with a price tag of $60,990.

Tesla tried to reclaim the shattered glass mishap with a $45 T-shirt sold on its website, but the brand was developing an otherwise soured reputation on other parts of the internet. In particular, concerns mounted over the security of the Cybertrucks, which saw numerous recalls as a result of a malfunctioning tire pressure monitoring system, among other issues—including the aforementioned recall of all 46,100 Cybertrucks ever delivered back in March.

To pile onto its troubles, multiple deaths have occurred following Cybertruck crashes. One wrongful death lawsuit alleged the truck had defective safety mechanisms after a man in Houston died in a crashed Cybertruck that burst into flames. 

Safety concerns and recalls associated with the Cybertruck have coincided with faltering sales for the truck. The vehicle’s demand remained steady last year, but Cybertrucks were piling up in lots over the summer as dealerships navigate stockpiles of the unwanted vehicles.

Just 16,097 Cybertrucks were delivered in the first three quarters of this year, according to Cox Automotive data, a 38% year-over-year decrease, with the model being eclipsed by the beleaguered Ford F-150 Lightning, which is being discontinued in its all-electric form due to falling demand.

Sales of the Tesla truck have been so dire that the Musk-owned SpaceX has purchased 1,000 Cybertrucks from Tesla and may purchase up to 2,000 vehicles, Elektrek reported last week, citing an anonymous source. Earlier this year, another Musk-founded company, xAI, reportedly purchased unsold Cybertrucks.

Tesla did not respond to Fortune’s request for comment.

A version of this story was published at Fortune.com on Aug. 5, 2025.

More on Tesla:

  • Tesla promotes Optimus as its next big breakthrough, but one robot’s collapse has sparked doubts about their current level of autonomy
  • Elon Musk has started work toward his $1 trillion Tesla pay package. But 2 loopholes foreshadow how it could be a bust for shareholders
  • Elon Musk says Tesla owners will soon be able to text while driving, despite it being illegal in nearly all 50 states
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A photo with Trump in it appears to have been removed from the partial Epstein files the Justice Department released

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A photo featuring President Donald Trump that was included in one of the Justice Department files on the late sex trafficker Jeffrey Epstein appears to have been removed online.

Late Friday, the department published a trove of documents to meet a deadline mandated by an overwhelmingly bipartisan vote in Congress, though not all the Epstein files were released, and many that were made public have been heavily redacted.

There was little mention of Trump in the text that was available, and White House officials highlighted photos of former President Bill Clinton.

But an image of a desk with several pictures on it included one showing Trump’s face. It was originally listed as EFTA00000468, but it no longer appears on the list of “data set 1” files and is not accessible online anymore.

“This photo, file 468, from the Epstein files that includes Donald Trump has apparently now been removed from the DOJ release,” Democrats on the House Oversight Committee pointed out in a post on X on Saturday. “@AGPamBondi is this true? What else is being covered up? We need transparency for the American public.”

The Justice Department didn’t immediately respond to a request for comment. It said on X that it hasn’t redacted any names of politicians, pointing to comments from Deputy Attorney General Todd Blanche.

“The only redactions being applied to the documents are those required by law — full stop,” he said. “Consistent with the statute and applicable laws, we are not redacting the names of individuals or politicians unless they are a victim.”

The administration’s failure to release all the files and the massive blackouts of many documents have already stirred outrage among congressional leaders of the effort to make them public.

Rep. Ro Khanna, D-Calif., said Friday that the document dump doesn’t comply with the spirit or the letter of the law, and singled out one file from a New York grand jury where all 119 pages were blacked out.

Later, he said he and Rep. Thomas Massie, R-Ky., have already started working on drafting articles of impeachment and inherent contempt against Attorney General Pam Bondi, though they haven’t decided yet whether to move forward.

“Impeachment is a political decision and is there the support in the House of Representatives? I mean Massie and I aren’t going to just do something for the show of it,” Khanna told CNN.

This story was originally featured on Fortune.com





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OpenAI vs. Apple? Sam Altman is setting his sights on an even higher-stakes AI battle

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All eyes are on the Big Tech LLM race and, at least in the eyes of investors, it seems like Google (owned by Alphabet, No. 7) could run away with the win.

Google’s Gemini has been steadily stealing buzz and AI traffic share over the last few months from OpenAI. And if there was any moat to be had in LLMs, it would seem like it would belong to the company with the biggest treasure chest of personal data on users. That almost indisputably would be Google, thanks to Android, YouTube, Search history, Maps, and Gmail. On top of that, the company has one of the top AI minds, Demis Hassabis, and Google cofounder Sergey Brin leading its troops toward dominance.

Perhaps that’s why Sam Altman is setting his sights on winning what could be an even higher-stakes AI battle: creating the future mass AI consumer device. Altman feels that in the long term, his greatest foe will be Apple (No. 4), not Google, Meta (No. 22), or Amazon (No. 2). He recruited iPhone designer Jony Ive to OpenAI this May, and Ive has said the company’s secret device could be ready in the next two years.

What will that device be like? If you ask Altman, he describes limitations with the mobile phone. First of all, it can be turned off. It also can’t scan the room around you and give you real-time context and know exactly when to deliver relevant information to you. He sounds more bullish about audio than visual as the primary means of communication. And he sees no reason why a device and an operating system should be sold separately, like Google and Android—a future device should come with the trademark LLM baked in, like iOS in an iPhone.

Thanks largely to that iPhone, Apple is generating tens of billions of dollars a year in cash flow that it can plow into new devices and armies of engineers to design them—two areas where OpenAI lags far behind. Then again, Apple seems ripe to be disrupted: As Meta founder Mark Zuckerberg said on Joe Rogan’s podcast earlier this year, “They haven’t invented anything great in a while. It’s like Steve Jobs invented the iPhone, and now they’re just kind of sitting on it 20 years later.”

But for now, OpenAI and its team are all about perfecting ChatGPT. For more on how Altman is planning to position OpenAI as a long-term hardware play, and how he’s combating fast-rising competition like Anthropic and Google in the short term, check out Fortune’s reporting on what’s happening inside OpenAI as it battles its way through an eight-week code red.

Also, we’re taking a break for the holidays, so Fortune 500 Digest will be back in inboxes Jan. 10. In the meantime, you can read the latest online.



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More than a decade ago, a frenzied 5-day search for the Boston Marathon bombers left some lessons in its aftermath.

One was that increasingly pervasive surveillance technology could help catch the culprits. Another was that amateur online sleuths on Reddit could not.

But the intense search this week for a suspect in a Brown University shooting that killed two students and wounded nine other people turned the tables on those expectations.

Sweeping surveillance, now found in doorbells, cars and a vast network of vehicle-tracking cameras, did eventually help track down the whereabouts of Claudio Neves Valente, the 48-year-old former Brown graduate student investigators believe was responsible for the Dec. 13 shooting and another killing two days later of an MIT professor in Brookline, Massachusetts.

But the latest artificial intelligence-powered surveillance was of little use in the early search for a gunman who walked away from the Brown campus after the shooting and slipped unnoticed into the surrounding neighborhoods of Providence, Rhode Island. He evaded detection for days, using a hard-to-trace phone, avoiding facial recognition software by obscuring his face with a medical-type mask and switching the license plates on his rental cars.

It wasn’t until a local Reddit user “blew this case right open” with an old-fashioned tip first posted on the social media platform that police were able to connect a car to Neves Valente, said Rhode Island Attorney General Peter Neronha. They finally found the suspect dead Thursday in Salem, New Hampshire, days after he likely killed himself.

The Reddit tipster known only as John is “no less than a hero,” Providence Mayor Brett Smiley wrote Friday to FBI Director Kash Patel, asking for John to get the entirety of the FBI’s $50,000 reward for information leading investigators to the suspect.

Strangers have invited him to Christmas dinner and suggested he get a “key to the city and free coffee and doughnuts for life,” according to fellow contributors to Reddit’s Providence forum.

It was a stark turn from 2013 when commentators on Reddit and other online discussion boards falsely smeared a Brown University student as a potential suspect in the deadly attack at Boston’s famed marathon, just an hour north of Providence, because of a supposed resemblance to a grainy suspect image.

“Hey Reddit, enough Boston bombing vigilantism,” declared a headline in The Atlantic at the time.

“It definitely went sideways in the Boston Marathon situation,” said Liza Potts, a professor at Michigan State University and director of a digital humanities lab that studied the online response. “That’s why folks will jokingly refer to the ‘Reddit Detective Agency’ or the ‘Reddit Bureau of Investigations.’”

The mistaken connection between the 2013 bombers and a missing Brown student — who was later found dead of an apparent suicide — is still remembered by many at the Ivy League school and its surrounding community.

Brown officials this week sought to swiftly tamp down another smear campaign circulating on X and other social media platforms falsely tying a current Brown student to the campus shooting because of his ethnicity, perceived political views and supposed resemblance to a police video of a person of interest. The “unimaginable nightmare” of false accusations led to “non-stop death threats and hate speech,” the student said in a statement.

Frustrated that tip lines could be jammed with nonsense, U.S. Sen. Sheldon Whitehouse, a Rhode Island Democrat and former state attorney general, urged social media speculators to “just shut up.”

“There is simply no need from an investigative point of view for people who have no idea what they’re talking about to offer their stupid and ill-informed views about what happened all over the internet,” Whitehouse said from Congress on Wednesday.

But Potts said some social media has been working better than others, and “of all the spaces that I study, Reddit seems to be getting it right more than not.”

Harmful accusations were largely absent from Reddit’s Providence forum, in part because volunteer moderators who manage Reddit’s subject matter forums — known as subreddits — are largely responsible for keeping the peace.

Reddit’s chief moderator for the Providence subreddit said in an interview that he’s been on the platform for about 15 years and remembers the trauma that false Boston Marathon report caused.

“The Providence subreddit is very sensitive about (not) trying to go on a witch hunt or the mob mentality,” he said, speaking on condition of anonymity to avoid doxing and because of the platform’s culture of anonymity.

The Associated Press also reached out to the tipster on Tuesday, a day after he wrote on Reddit urging police to look into a Nissan sedan with Florida license plates. Fellow Redditors urged him to contact the FBI, and he said he did.

He didn’t respond to requests for comment and later posted that he doesn’t plan to talk with media. When he finally met with police on Wednesday — after approaching them on the street and identifying himself as the Reddit tipster — his information gave new life to a stalled investigation.

With a known vehicle, Providence police started looking through the footage from dozens of AI-powered cameras positioned around the city that can read license plates as well as other identifying details about a car, such as make, color, side damage or even bird droppings on the window.

The cameras, run by surveillance company Flock Safety, spotted his vehicle at least 14 times starting nearly two weeks before the shooting, according to a police affidavit. Providence police could then ask Flock-using police agencies in nearby cities and states to look for the same car, although New Hampshire — because of privacy restrictions on how long they can hold images — doesn’t have any.

It was a breakthrough Flock was happy to boast about, especially as wariness remains in Providence’s immigrant communities about more aggressive federal immigration enforcement. Flock says each of its customers decides when to share camera data, and the city doesn’t share it with federal immigration agents. Some still want more safeguards.

“Once you know what they are, you see them everywhere,” said Madalyn McGunagle, a policy associate at the ACLU of Rhode Island. “People notice because they’re distinct-looking — a solar panel on top with a little oval camera underneath.”

But unlike the residential doorbell cameras that spotted him walking around Providence, had Neves Valente walked by a Flock camera, it wouldn’t have detected him, said Flock Safety CEO Garrett Langley.

“It is a technical impossibility. The camera does not have an ability for a user to search for people,” Langley said in an interview Friday. “Our cameras are focused on vehicles because if you look at America, people drive. It is very hard to get anywhere on foot.”

“For the majority of our cities, they want to just know who is coming in and who is leaving,” he said.

Still, without John the tipster — whom local Redditors dubbed “Reddit Guy” — no one would have known how he left.

“Someone who is in the area and sees stuff all the time, they’re going to be better in a lot of ways than a random camera,” said the Providence subreddit’s moderator. “John saw this guy going back and forth, unlocking his car and all that, and he just thought it was kind of weird.”



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