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Unlike traditional product launches, this event is described by Musk as a "product launch," emphasizing its significance in Tesla’s trajectory toward full autonomy. The event took place in Vancouver, Canada, where Musk demonstrated Tesla’s Full Self-Driving (FSD) capabilities navigating complex city streets. While Tesla stopped short of launching a fully autonomous robotaxi on the spot, the event signals a major step in that direction.
Tesla's branding around the event explicitly focused on the "future of autonomy," inviting viewers to imagine a world where Tesla vehicles operate as fully autonomous robotaxis. The company also hosted watch parties at various stores, including one in Toronto, to build anticipation.