On September 1, 2025, Elon Musk laid out his fourth “Master Plan” for Tesla, which was immediately criticized by some of his most ardent fans for being generic. Musk agreed and promised to add more specifics.
They never came. But that hasn’t stopped Musk and other Tesla executives from spending much of the past year promising that the company’s many futuristic efforts — robotaxis, robots, AI — are all part of a grander machine that will create an era of “amazing abundance.”
The topline promises of the plan have remained big and bawdy even as its tagline has changed from sustainable abundance — a clearer connection to the company’s former mission — to the “amazing abundance” slogan, which Musk chose because it was “more joyful.”
