Tesla appears to be filming a landmark NACS promotional video with non-Tesla electric vehicle models at its Supercharger hub in Santa Monica.
Spy photos
X user @houmanhemmati shared the spy photos he took from the filming session, indicating that Tesla was recording the promotional video at its large 62-stall Santa Monica Supercharger.
The site featured multiple non-Tesla models, including the Ford Mustang Mach-E and the GMC Hummer EV. There were also Tesla-branded EVs, such as the all-electric pickup Cybertruck.
The notable appearance of non-Tesla electric vehicles in the Supercharger hub prompted the online community to assume that the Musk-led company will soon release a NACS adoption-related promotional video.
NACS adoption progress
Tesla officially launched the North American Charging Standard (NACS) in November 2022. At that time, the Musk-led company emphasized that its charging standard was the ideal option for all the electric vehicles in the region.
“The Tesla charging connector is the most proven in North America, offering AC charging and up to 1 MW DC charging in one slim package. It has no moving parts, is half the size, and twice as powerful as Combined Charging System (CCS) connectors.”
Tesla
The following are the electric vehicle players and charging solution providers adopting NACS (SAE J3400):
| Brand | Type | Confirmed |
| Ford / Lincoln | Automaker | May 2023 |
| General Motors | Automaker | June 2023 |
| Rivian | Automaker | June 2023 |
| Volvo / Polestar | Automaker | June 2023 |
| Mercedes | Automaker | July 2023 |
| Nissan / Infiniti | Automaker | July 2023 |
| Fisker | Automaker | Aug 2023 |
| Honda / Acura | Automaker | Sept 2023 |
| Jaguar | Automaker | Sept 2023 |
| Hyundai | Automaker | Oct 2023 |
| Kia | Automaker | Oct 2023 |
| Genesis | Automaker | Oct 2023 |
| BMW | Automaker | Oct 2023 |
| Rolls-Royce | Automaker | Oct 2023 |
| Mini | Automaker | Oct 2023 |
| Toyota / Lexus | Automaker | Oct 2023 |
| Subaru | Automaker | Nov 2023 |
| Lucid | Automaker | Nov 2023 |
| VW | Automaker | Dec 2023 |
| Mazda | Automaker | Jan 2024 |
| Stellantis | Automaker | February 2024 |
| SK | Charging Net. | June 2023 |
| ChargePoint | Charging Net. | June 2023 |
| Blink Charging | Charging Net. | June 2023 |
| Tritium | Charging Net. | June 2023 |
| EVgo | Charging Net. | June 2023 |
| ABB | Charging Net. | June 2023 |
| Wallbox | Charging Net. | June 2023 |
| Electrify America | Charging Net. | June 2023 |
NACS benefits
Tesla’s NACS can significantly aid in reducing installation costs for commercial firms, resulting in lower charging fees for businesses like apartment buildings.
It can also enhance compatibility among charging systems regardless of whether they are personal or commercial EVs. In addition, it can trigger new street charging projects, potentially offering advantages to EV owners without parking spots.
For context, NACS supports 277 volts compared to J1772’s only 208-240 volts. It enables the charging tech to bypass secondary step-down transformers necessary for AC chargers. In effect, it enables easier and cheaper installation benefits.
If the speculation turns true, it would undoubtedly be a huge leap in Tesla’s traditional marketing strategy that heavily relies on “Word-of-mouth.” It seems that Tesla is starting to realize the significance of informative and entertaining advertisements for its electric vehicle offerings and services.
