Elon Musk hints at 'joyful' rebrand for Tesla’s master plan

In a playful update, Elon Musk has announced a subtle but notable change to Tesla’s long-term strategy.

Taking to X (formerly Twitter) on Christmas Eve, the Tesla CEO revealed that he is revising his electric car company’s “mission wording” from “Sustainable Abundance” to “Amazing Abundance.” 

Musk said the new phrase better reflects the tone he wants to convey, calling the latter one more joyful.

The comment appeared to reference Tesla’s latest master plan, its long-term roadmap for growth and innovation.

The fourth edition of the document, released in September, repeatedly uses the phrase “sustainable abundance” to describe Tesla’s vision of accelerating global prosperity while building a cleaner, safer, and more enjoyable world through electric vehicles, robotics, and energy products.

According to Tesla’s website, the company’s formal mission statement remains “to accelerate the world’s transition to sustainable energy.” 

However, the broader language in the master plan has drawn criticism in recent months for being overly ambitious and lacking concrete details.

Musk acknowledged some of that feedback earlier this year, responding to an X post from investing YouTuber Dave Lee by saying, “Fair enough. Will add specifics.”

That said, it remains unclear whether the newly teased wording change will address those concerns.