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In the fast-evolving world of electric vehicles, the Tesla Model 3 has been the undisputed king, a benchmark against which all others are measured. But after six years and millions of units sold, even a king’s reign can feel stale. Enter “Project Highland,” the long-awaited and now-revealed refresh of the Model 3. It’s a calculated, ambitious, and deeply controversial redesign that doubles down on Tesla’s minimalist ethos. The new Model 3 is sleeker, quieter, and more feature-rich, yet it also strips away fundamental controls that drivers have used for a century. It’s a classic Tesla gambit, a bold move that is simultaneously a brilliant piece of engineering and a potentially alienating user-experience nightmare that will test the loyalty of even the most ardent fans.
The Art of De-Contenting
The changes in the refreshed Model 3 are both immediately obvious and subtly hidden. The exterior is sharper and more aerodynamic, with new, slimmer headlights and “C-clamp” taillights that give it a more aggressive, premium look reminiscent of the Model S. The interior sees genuine, long-requested upgrades: ventilated front seats, a brighter and more responsive center screen, a new rear-seat screen for climate and entertainment, and significantly improved sound insulation that addresses one of the biggest complaints about the original car.
But for every crowd-pleasing addition, there is a bewildering subtraction. In its relentless pursuit of manufacturing simplicity and minimalist design, Tesla has removed the stalks from the steering column. Turn signals are now activated by haptic buttons on the left side of the steering wheel. To shift from drive to reverse, you now swipe on the main touchscreen. Tesla argues its “Smart Shift” AI will correctly guess your intended direction most of the time, but the very need for such a system highlights the removal of a simple, tactile, and universally understood control. It’s a decision that feels less like an innovation and more like a solution to a problem of Tesla’s own making.
A Missed Opportunity for True Improvement?
This is where the Highland project feels like a potential misstep. While the engineers were busy figuring out how to eliminate gear selectors, they seemingly ignored years of feedback from existing owners. The new Model 3 still lacks a 360-degree, top-down camera view for parking—a feature that is now standard on cars costing half as much. The reliance on the camera-only “Tesla Vision” continues, despite its well-documented struggles in adverse weather compared to the ultrasonic sensors it replaced.
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Instead of removing stalks—a cost-saving measure masquerading as progress—Tesla could have focused on these practical, real-world enhancements. Imagine a Highland that kept the stalks but added a true 360-degree camera, a more reliable rain-sensing wiper system, or even a small instrument cluster behind the steering wheel. Such a vehicle would have been an unambiguous upgrade. Instead, Tesla has presented a trade-off, forcing customers to accept a compromised user interface to get the other welcome improvements.
A Sales Catalyst or a Sales Risk?
The timing of this refresh is critical. While the Model 3 has been a dominant force, its sales have started to show signs of slowing in key markets, facing a pincer movement from both legacy automakers like Hyundai with its Ioniq 6 and aggressive new competitors from China like BYD. The Model 3’s sales crown has slipped in some regions, and this refresh is clearly intended to reignite interest and streamline production to further reduce costs.
Will it work? For the Tesla faithful and tech-savvy early adopters, the answer is likely yes. They will adapt to the button-based indicators and screen-swiping gear changes. But for the mainstream, mass-market buyer that Tesla needs to continue its growth, these changes introduce a significant learning curve and a potential point of frustration. The person cross-shopping a Model 3 with a Honda Accord or a Toyota Camry might see the lack of a simple, physical turn signal stalk not as a feature, but as a bizarre and unnecessary complication. It risks making the car feel less intuitive and, therefore, less appealing to the very buyers it needs to win over.
Wrapping Up
Project Highland is the most Tesla thing Tesla could have done. It is an exercise in audacious minimalism and manufacturing efficiency that delivers a car that is, in many ways, measurably better than the one it replaces. It’s quieter, more comfortable, and more stylish. However, it’s also a product that is so confident in its own vision that it removes fundamental controls in the name of progress, daring the customer to disagree. The gamble is that the tangible benefits will outweigh the ergonomic quirks. Whether this move successfully revitalizes the Model 3’s dominance or becomes an infamous example of a company flying too close to the sun will be the defining story of Tesla’s next chapter.
Disclosure: Images rendered by Artlist.io
Rob Enderle is a technology analyst at Torque News who covers automotive technology and battery developments. You can learn more about Rob on Wikipedia and follow his articles on Forbes, X, and LinkedIn.
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Source: torquenews.com
